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Everything is ready for distribution. The ad agency is here.
After the meeting, logo and slogan need to be finalized.
I'll bring them in.
Hello! Sorry to keep you waiting.
Hi! Welcome. Good to see you again.
This is Annette and Hitler.
Annette is our coordinator. Hitler is campaign manager.
He handles the outdoors and digital stuff. Banners is his specialty.
This is Max and Helena from the ad agency.
-Have a seat. -Thank you. Nice to be here.
I'm sorry, I recognize you. Have we met before?
-Hitler? -No...
God, you look so familiar. I...
We've worked together for a long time so you might have met here.
There's something about you...
-Okay... Can I start? -Sure.
Thank you for welcoming us and letting us present what we have.
We hope to make you satisfied.
It's nice to present our vision of Yoggy fig to you.
Yoggy fig... We see a communication problem-
-regarding bacteria in yoghurt.
Bacteria are associated with illness. Something sick.
Germs, that is.
But it is actually alive, a living bacterial culture.
We want to point out the living in yoghurt-
-and above all fig, which is a fresh fruit.
We have created a slogan that goes like this:
"A living drink for a living people."
Clear, simple, pure, positive.
Wow! It feels very appealing to me.
What do you think, Hitler?
Hitler says that less is more. You can slim it down a bit.
It's a bit hefty.
Hefty? I don't know. Seven words is quite short.
Can Hitler give it a try?
He's usually very fast to...
-Try what? -It might be possible to cut it down.
It might be possible to shorten what you have there.
That will give us something to focus on. It will be easier.
Should I push it closer?
...work with. That's right.
Okay...
"A living drink for one people."
It's not all that bad, Hitler. For one people, yes...
I'm sorry, I'm a bit confused.
Don't you want to reach a living people?
Hitler has a point. It's not all that bad.
We want to reach early adopters and trendsetters first.
Not according to the brief. You wanted to reach many.
Yes, that was our initial thought.
But as Hitler says, we could make it our spearhead.
-So the emphasis is on "one"? -It could be more nicely done.
-"A living drink for one people"? -Yes.
We'll take that with us and let our people work on it.
We could say that we'll run with that.
To me, it feels close to finished-
-as long as it's brushed up a bit.
-"A living drink for one people"? -Exactly.
I think the entire group can agree on this.
I'm sorry, I have to... I can't let it rest.
-Did you go to Beckman's? -No.
-Berg's? -No.
God, I really recognize you.
-Have you worked at Garberg's? -No.
Incredible! It's almost at the tip of my tongue...
Sorry, I won't go on about it, but you look so familiar.
We have worked together a long time, since the days at ABB.
Shall we take a look at the graphics?
Yes. Graphically, Yoggy has a tradition that we want to preserve-
-but also modernize. We have changed some colors.
We have adjusted them to make it more modern-
-but without losing the classic look.
That makes Yoggy fig look like this.
Yes...
Yoggy fig, as an explosion...
It is very fresh. It was...
It is difficult to make it minimalistic-
-while at the same time make it juicy.
This is not what I imagined-
-but when I see it it just feels right.
You seem a bit uneasy.
There's too much going on in the fruit itself.
We want to show that this is where life happens.
You don't want to include life...
It's a nice thought, but I think Hitler means...
Hitler says it looks like a dissected mole.
-The fig? -Yes, in the fig.
I don't know. We agreed to make a decision today.
We have to continue, and it feels...
What have you prepared?
A logo? Well, let's look at that, too.
-That gives us something... -I don't follow.
Can Hitler show us his suggestion? It gives us something to work with.
That makes it easer to discuss the whole picture.
-It's something concrete. -Of course.
Let's have a look at Hitler's suggestion. How exciting!
I'm all excited.
The logo that I'm about to show you...
A good logotype is like a punch in the gut.
It can appear mundane.
The colors have to be vibrant, to make the consumer react.
It should be concrete...and clear.
It shouldn't scare you.
This is it.
Now I know why I recognize you. This is...
God, this is Nazism.
That's what it is. It's Nazism!
That's a swastika.
Everyone talked about it, back in the day.
-That was a long time ago, right? -It was a gigantic campaign.
-Wait... Did you lead the campaign? -Yes, that was all Hitler.
That's incredible. But what was it, something went wrong, didn't it?
Was it declared bankrupt?
I don't know much about the end, but it was on everyone's lips then.
God, I recognized you. I knew it during the entire meeting.
That's why Hitler is on board. We've worked together a long time.
Incredible...
That is something completely different! This is...
You two talk to the team and brief them about this.
Then it's all systems go. We can make it a global campaign.
We can start with Poland and Italy.
Yes, France. The Netherlands. Norway, for example.
The East might cause trouble, but it's always a difficult market.
We've tried that before.
I say, let's roll.
Sorry. Go ahead, Hitler.
Yoggy fig! Come on!
Text: Ellinor Larsen www.sdimedia.com