This is a book by a company that dislikes advertising as much as anyone. Nevertheless, it makes adverts. It has worked with global brands to produce fashion collections and promoted a town with a mass wedding. It creates advertising with more human, truthful communications. The company's name is KesselsKramer. This book describes how to make something you like out of something you don't. As well as drawing on its own experiences, KesselsKramer listens and learns from those who doubt the advertising industry. Stefan Sagmeister explains how quitting work makes you better at working; Hans Aarsman discusses authenticity in image- making; and Alex Bogusky looks at ways to help capitalism grow up. Advertising for People Who Don't Like Advertising is partly a creative handbook and partly an attempt to make the world a very slightly better place. It's intended for anyone who has ever hated a web banner or zapped an ad break.
KesselsKramer is an international communications agency based in Amsterdam, The Netherlands. It has been responsible for creating a range of very diverse work in a variety of media. Campaigns include highly creative work for Nike, Audi, Levi's, J&B, the Hans Brinker Budget Hotel, Diesel, and Unilever. As well as advertising, KesselsKramer develops projects for its own imprint, KesselsKramer Publishing, and in 2008 set up London's KK Outlet which combines a communications agency, gallery space, and shop.
1. HELLO. 2. FAIRY TALES FOR TRENDSPOTTERS. 3. WHY NOW: PART 2. 4. A BRIEF HISTORY OF SELLING STUFF (ACCORDING TO KESSELSKRAMER). 5. KESSELSKRAMER: A GUIDE FOR THOSE WHO'VE NEVER HEARD OF US. 6. DEATH TO ACCOUNT HANDLERS. 7. STRUCTURE. SORT OF. 8. DEATH TO A BUNCH OF OTHER PEOPLE. 9. THE TRIUMPH OF SMALL. 10. SMALL IS HUMAN. 11. KESSELSKRAMER IS WRONG. 12. LIBERATION THROUGH DIY. 13. KK OUTLET. 14. INTERVIEW WITH ERIK KESSELS. 15. STEVE HENRY ON HAIRDRESSING FOR BRANDS. 16. ALEX BOGUSKY'S REMORA ON THE UNDERBELLY OF CAPITALISM. 17. STEFAN SAGMEISTER ON HELPING AND DELIGHTING. 18. DOUGLAS HADDOW'S MEDIA WAR. 19. THE LAWS OF CREATIVITY AND HOW TO MESS WITH THEM. 20. THE FUTURE, DEFINITELY. 21. GOODBYE.