Ilizz

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CONFIDENTIALITY STATEMENT

“我们希望以深邃的思想与严谨的工作态度创造出持久的，赋有意义的联系”

“To create and deliver powerful messages that combines big ideas and carefully executed details to result in meaningful, lasting connections.”

The world runs on stories, they are what inspire people and give meaning to the everyday. At ILIZZ, we want to create the best and the most captivating stories with the most creative individuals, to make the most make this oversaturated world just a little more interesting.

这个世界需要故事。因为故事给予人们灵感，赋予生活意义。在ILIZZ，我们希望能和最具创造力的人一同谱写出最精彩的故事，让这个早已饱和的世界变得有趣起来。

“Success in any endeavor requires signle-minded attention to details and total concentration. “Willie Sutton

MISSION STATEMENT

VISION

“ 想在任何领域取得成功都需要有对细节的严谨和完全的专注”

GLOBAL EXPERIENCE

CREATIVECOMMUNICATIONSTUDIO

ILIZZ works as a global creative communication studio. We work with brand leaders to develop com-mon voice, brand visuals, and col-lective story that synergize perfor-mance in a diverse global market. We offer extremely focused brand management, while our robust resource management allows to monitor creative modules of com-plex platform development from client’s local offices.

EXECUTIVE PRODUCERIlya Rozhdestvensky

CAPABILITY CREDITSGlobal BrandingGlobal PRTV based CampaignsInteractive CampaignsArtist CurationArt EventsEvent ManagementMuseum ExhibitionsMultimedia ProductionsVirals

TOOLS OF ENGAGEMENTExtranet, Basecamp, Weekly News LetterCalendar and schedules online Program to track Brand Leaders Human Project Management toolsSkype, Video Chat, FTP, I-chat

GLOBAL ARRANGEMENT


AGENCY OFFICES New Zealand ( HQ)China (Global Communication)New York Los AngelesMoscowLondonBuenos Aires


Through common vision, simple controlled brand design, and global execution a brand can be build using all modern tools of communication and office arrange-ments. We preach and prove in action that a small independent creative team can provide attention needed to develop and grow brands of any size and home base, from Auckland to Beijing, or from Tokyo to New York.

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Key Markets: China, USA, UK, Australia, New Zealand

Secondary Markets: Korea, Japan, France, Germany

Emerging Markets: Russia, India, Brazil, Argentina

Obscure Markets: Iran, Israel, Poland

GLOBAL NETWORK


OUR GLOBAL NETWORKCreative AdvertisingArtists NetworkDesigners NetworkIndependent Film DirectorsGalleries and CuratorsLuxury Society Network


Through deeper understanding of how creative communities engage and re-sponse to commercial projects, we gained experience of unique platforms that calls for international talent to be fully involved into the process of orga-nizational and emotional goals without feeling commercially used.

The most challenging part of modern as-signments is to build concise brand mes-sage within crowded international market place. As global economy becoming a define norm for practically any brand, key objectives shifting towards variety of new bench marks. Among the most difficult are localization of brand voice, consistency of local execution and media specifications for each market.

BRAND MASONRY

CAPABILITIES

EXECUTIVE PRODUCER Ilya Rozhdestvensky

TOOLS OF GLOBAL COMMUNICATIONGlobal Brand BibleCommercial Touch PointsInteractive Strategic Plans

TOOLS OF LOCAL ENGAGEMENT Localized Media Strategy Localized Event Management Social Media Distribution

BRAND EXPERIENCE MTV GlobalNikeAudiHaierUniQlo42 Below VodkaPUMAIQ Industries

We believe that the power of modern “devices” is not in pure functionality, but in connection to brand voice. While work-ing on assignments that briefs specific technical sollutions, we want to apply our understanding of where the brand posi-tion itself in the specific region. By doing this, the brand works in unison with the technology, regardless if tis mass market or luxury voice.

INTERACTIVE PLATFORMS

CAPABILITIES


INTERACTIVE PARTNERS Universaleverything, LondonGladeye, AuckalndKentaro Yamada, TokyoNerdFarm, Beijing Ostengruppe, Moscow

BRAND EXPERIENCE MTV GlobalNikeAudiCoca ColaArt BeijingUniQlo42 Below VodkaPumaIQ Industries Exile FilmsPortAlbertFilms

As a modern form of creative communica-tion we pursuing a combination of on-line strategies mixed with variety of creative platforms that allows for human interac-tion. Each event is orchestrated within set rules of brand engagement and leads to world of mouth refinement and essentially to memorable brand loyalty.

EXECUTIVE PRODUCER Ilya Rozhdsetvensky

EFFECTIVENESS Event Management and ProductionDistribution and Communication Press Releases and Media PlanningCommercial Touch Points Secondary Merchandising

EXPERIENCE National Film Museum, BeijingToday’s Art Museum, BeijingArt Beijing, ChinaBeijing Film Studio, ChinaChina Film GroupMei Fu Art Center, BeijingCannes Film Festival, FranceBarney’s New York, NYCLincoln Center, New YorkSundance Film FestivalRome Film FestivalAquardo Art Event, Barcelona

CREATIVE EVENTS & PR

CAPABILITIES

We’ve being working with film and anima-tion for decade now and strongly believe in power of communication through sto-ries. As our engagement through creative community continue to grow, we see more potentials in doing not only creative form of brand building but to experiment with new and up-coming art forms of film and story building.


PRODUCTION COMPANIES Beijiing Film StudioCrystal Film and AnimatioinChina Film GroupMoscow Film StudioCanal ++

SELECT DIRECTORS David LynchMike Figgis Gaspar NoeHarmoni KorineAsia ArgentoZhang YuanLou YeSergei BodrovNiki CaroTaika Waititi

MUTLI-MEDIA AND FILM

CAPABILITIES

1 : observe

3 : act

2 : analyze

4 : secure

As any branding company we have our own process that we go through in order to reach maximum results. We divide our time in creating perfect strategy based on maximum amount of research and only once the perfect unity of thoughts between our team and the client is achieved, we move into production and execution of actual work.

PROCESS

The four stages of our process simpli-fied into 4 categories:

OBSERVE Accumulation of data and knowledge about specifics of our client business.

ANALYZE Maximum results in processing existing data and structuring all elements to de-fine client’s strategic objectives.

ACT Creative and design execution plan to bring forward strategic objectives to execute creative and communication briefs.

SECURE Final execution stage, defining and distributing assignments throughout agency’s team worldwide.

COMMUNICATION BRIEFS

1 : observe

PROCESS

CUSTOMERS

EXTERNAL BUSINESS

COMPETITION

WHO IT IS1.HISTORY2.NAME

WHAT IT DOES1.PROPOSITION2.COMPETENCIES3.SERVICES / PRODUCTS

1.STYLE2.VALUES3.PERSONALITY

HOW IT MOVES

WHERE IT IS GOING

Brand Brand

During the first stage, we are commit-ted to perform series of brand audit or project request forms to learn critical material about brand personality, its current positioning and market place expectations. Variety of interviews with key brand leaders or project managers are ideal. However, we’ve developed proprietary on-line tools to suit time management while working with global teams and structures.

INTENTDOCUMENT KIT OF PARTS

REFINEMENT

COLOR PALETTEMATERIALS SENCIBILITY

VALUE VOCABULARY

2 : analyse

PROCESS

Brand

Once we learn and accumulate all infor-mation, we move into analytical stage, developing various internal documents that helps our clients to foresee devel-opment process and to agree on unified procedure for brand development or project streamline. As all projects have something unique in its objectives and expectations, the formality of doing so is crucial to overall success in commu-nication during later stages,

3 : actAfter formal revision of all internal documents, we move into formula-tion of project structure and definitive parameters of agency’s assignment. Overall expectations and project management structure diversified into tasks and group leads performance.

PROCESS

P.O.P. DISPLAYS

MERCHANDISINGSYSTEMS

NAMING AND LOGOS

Brand

PRINT MEDIASYSTEMS

EVENTS AND SPONSORSHIP

INTERNET AND INTERACTIVE

PRODUCT DEVELOPMENT

ADVERTISING

RETAILENVIRONMENTS

SIGNAGESYSTEMS

PRESS RELEASE

PACKAGING

DEFINING OBJECTIVES

COMMUNICATION ANDMEDIA STRATEGY

IMPLEMENTATION PURCHASING

AND CONTROL

MARKET ANALYSISANDTARGETING

BrandDETAILED TACTICALPLANNING

CREATIVEDIRECTION

4 : secureAfter preliminary stages of intent documents, we move into detailed tactical planning for the entire brand development and assignment execu-tion. The set of approvals between agency’s team and the client defines overall strategic planning and com-munication strategy. All parameters of execution are now documented

PROCESS

CASE STUDIES

As part of global re-branding, MTV Net-works out of London commissioned agency to create 360 degrees interac-tive and TV promotion to engage on-line component of MTV programming.

MTV GLOBAL POSITIONING

42BELOW GLOBAL BRANDING

2007, Cross-media Platform

Emerging New Zealand Brand commis-sioned agency to perform global brand positioning through variety of complex platforms, connecting the brand to cre-ative communities in key markets.

2009, Agency of Record

ON-LINE ART COMMISSIONS

Through variety of interactive art commis-sions the agency keep progressing and experimenting in development of new pro-gressive form of communication, merging commercial validity with unique attribute of growing needs for on-line entertainment.

Multimedia Art Projects

RODNEYHEALSDISCOVERING AIR MASSAGE

Canada

MTV NETWORKWORLDWIDE

“Burger Stigmata”, 00:45TV Commercial, MTV Global

THE BIG IDEA “Rodney Heals” is a phenomenon, a discovery. While “content” is a modern media buzz word, when it comes to real discoveries on TV, there are only a few that some-one can pinpoint as real. The notion of “news” therefore plays out a new small talk area that used to be solely occupied by advertising.

Our idea was to manufacture the up-to-date (2007 to be exact) notion of news and use it as a small talk content platform. The broadcast became the way to advertise the “news”, while the content itself was placed through variety of natural social net-work sites.

Rodneyheals creates its own news, in collaboration with MTV. We’ve helped on our part to make the connection.

MTV NETWORKWORLDWIDE

Documentary Film, 6’:30”Cinema / Viral Media

“Aura” Flash GamesWeb / Mobile Media

www.rodneyheals.comWeb portal / promotional

VIral BannersMTV web / cross-promotions

“Spiritual Quiz” Social Networks / MTV Web

“Meet Rodney” bookmakrs Social Networks / MTV Web

MTV Networks Presents“STORY OF AIR MASSAGE”

Spiritual Advises Downloads Social Networks / Mobile Media

Series of twelve TV spots 0:30”Regional MTV Networks (Global)

RODNEYHEALS 360media

Internet / TV / Viral Media


AGENCY TEAMGaysorn ThavatJason CampbellIan GibbonsKentaro Yamada Cactus Lab, AucklandExile Films, Auckland

CONCEPT We’ve created fictional character of suburban cult leader Rodney and helped him to express himself throughout variety of odd media tools, from simple virals to esoteric gaming ideas. We’ve infused “real” fun of New Age gurus, spiritualists and anyone else which seemed to form “cultural” anomalies.

ENGAGEMENT With Rodneyheals 360 degrees ap-proach was different from any pre-vious projects because of a unique arrangement with the client - MTV. The agency was given global TV media at no cost, and the goal was to experiment with it in order to create massive buzz on-line.

RODNEYHEALS TV

Documentary / Commercials

AGENCY TEAM:Ilya RozhdestvenskyGaysorn ThavatJason Campbell

PRODUCTION TEAMExile Films, NZ Gaysorn Thavat Ian Gibbons

CONCEPT With Rodney being a New-Age honest and friendly extravert, the project’s idea was to make real character discovery -- retired Air Guitarist, with his own Air Massage cult. Curious MTV viewers were trapped into Rodney’s on-line por-tal, advertised on 53 global MTV stations, from USA to Japan, from Poland to China.

ENGAGEMENT Above the line advertising led to on-line platform. From there, viral elements and games spread the word further. Naturally, it re-en-gaged itself again by the entire story broadcasted “exclusively” on MTV.

RODNEYHEALS WEB

Promotional Portal / MTV


AGENCY TEAMIlya RozhdestvenskyGaysorn ThavatJason CampbellTim DawsonJason CampbellCactus Lab, Auckland

CONCEPT Rodney’s web portal was deliber-ately bad designed with elements of NewAge strangeness and ob-scurity. Whale music was borrowed from New Zealand cults, Spiritual elements from cheap Guru sites. Overall, web approach was to simulate real NewAge online experi-ence.

ENGAGEMENT Rodney posted new statements and images of his followers on a regular basis for a year. Some ele-ments of programming were quite revolutionary, allowing real time user interactions.

RODNEYHEALS Virals

Banners and Gaming


AGENCY TEAMIlya RozhdestvenskyGaysorn ThavatJason Campbell

PRODUCTION TEAMCactus Lab, New ZealandExile Films, New ZealandKentaro YamadaGaysorn Thavat Ian Gibbons

CONCEPT Agency approach was to execute variety of tacky funny, yet extremely high-tech viral elements to boost natural exposure of MTV on line through Rodney’s site and follow-ers. All games were “embedded” into story of Rodney. Among the most interesting were “Penis En-largement” banner, with which us-ers needed to “heal it” with their own hand movement.

ENGAGEMENT Interactive elements were all “free-to-grab” coded banners and games that allowed users to engage instantly and to copy them into their own profiles.

RODNEYHEALS Viral

Followers and their Aura


AGENCY TEAMIlya RozhdestvenskyGaysorn ThavatJason Campbell

PRODUCTION TEAMExile Films, NZ Gaysorn Thavat Ian Gibbons

CONCEPT The most popular engagement on Rodney’s interactive portal became the “Aura” viral programming, which allowed users to load a pic-ture (either their own, or their friends) and instantly receiving one-of-a-kind respond from Rodney. The programming behind the game was sophisticated creation of program-ming team. Natural and easy to use approach made it into a very popu-lar viral element.

ENGAGEMENT Once the image was uploaded and Aura created, the users were given simple code which can be easily placed on variety of social media profiles.

“Rodney Heals is a new marketing Cult, something that will be looked at 10 years later as an inspiration.”

New York Times, March 2008

“Whatever it is, the story of Rodney the Air Healer—a barrel-bellied, New Age guru with tomato-sauce stigmata and diamond-encrusted fingers—is starting to puzzle viewers around the world. Revealed in small segments on 53 MTV networks, the only clue to the source is a line on the bot-tom that says “spiritual guidance by MTV”.

SHOTS, London 2008

RODNEYHEALS Media

53 Channels, MTV Networks

“What could possibly be the goal of this project? Any commercial benefits? I don’t think so. Why made? I don’t know! Art maybe? I am in love with it though ...”

MTV Blogger

“It’s a really strange mix of whale music with new-age spiritualism and aura pictures. Lots of social networking/viral tools also. I am feeling weird .... Aummmmmm”

MySpace Review

PRODUCED (budget 250.000 USD)

Short Film 8’40” / 12 TVC 30” broadcast in 53 countries

Portal with Flash Intro / Social Networking Sites / Custom Skins

Viral Media / Viral Banners / Games

Experimental Media and gaming

MEDIA EXPOSURE

53 Countries TV media through MTV Global

Over 20 million viewers off-line

Over 300 print media clippings

Over 1000 blogs with viral media placement

OBJECTIVES

Main objective satisfied, driving world-wide MTV viewers to on-line campaign.

Conversion from TV to web over 5 million users.

Exposure of MTV branding through campaign’s virals

Platform click through to MTV site over 1.5 million

Capital ROI equivalent of over 2.000.000 USD

PERFORMANCE

ONEDREAMRUSH42 Directors / 42 Dreams

42BELOW VODKA

“Surrealista”, Print AdL’omo Vogue

THE BIG IDEA

ONEDREAMRUSH project started as an idea to spread cultural relevance of amaz-ing brand -- 42BELOW Vodka. The idea was born out of the brand’s mantra itself - to connect to influencers of the world, engage them, while pushing modern media boundaries.

As any great project, ONEDREAMRUSH resonates within our own minds, creative abilities and collective experience.

GLOBAL CURATION

Independent Film Makers

EXECUTIVE PRODUCERIlya Rozhdestvesnky

AGENCYILIZZ, Beijing

PRODUCTION DATES2008 - 2009

CONCEPT “Dreams” are universal concept that every creative mind always wanted to put on film. The agency concept became deliberately “artistic” to buffer commercial engagement be-tween the brand and well-guarded creative community.

ENGAGEMENT To engage world’s best independent film directors, agency hired net of producers in key markets and through them approached variety of well known creative minds with straight forward preposition of producing “under one minute film about dream”.

Key Markets: USA, UK, Australia, New Zealand

Secondary Markets: China, Korea, Japan, France, Germany

Emerging Markets: Russia, India, Brazil, Argentina

Obscure Markets: Iran, Israel, Canada

Arden Wohl (USA)Abel Ferrara (USA)Asia Argento (Italy)Brian Butler (USA)Carlos Reygadas (Mexico)Chan Marshall(USA)Charles Burnett(USA)Chirs Milk(USA)Sergei Bodrov(Russia)Chris Graham(New Zealand)David Lynch(USA)Dee Poon(Hong Kong)Floria Sigismondi (USA)Florian Habicht(Germany, New Zealand)Gaspar Noe(France, Argentina)

Grant Morrison(uSA)Griffin Marcus(USA)Harmony Korine(USA)James Franco(USA)Joe Coleman(USA)Jonas Mekas(France, USA)Jonathan Caouette(USA)Kenneth Anger(USA)Larry Clark (USA)Leos Carax(France)Lola Schnabel(USA)Lou Ye(China)Matt Pyke(UK)Michele Civetta(Italy)Mike Figgis(UK)

Mote Sinabel(Japan)Niki Caro (New Zealand)Rajan Mehta(India, USAi)Rinko Kikuchi(Japan)Ryan McGinley(USA)Sean Lennon(USA)Tadanobu Asano(Japan)Taika Waititi(New Zealand)Terence Koh(Taiwan, USA)Yung Chang(Taiwan, Canada)Zachary Croitoroo(USA)Zhang Yuan(China)

GLOBAL CURATION

Independent Film Makers

EXECUTIVE PRODUCERIlya Rozhdestvesnky

AGENCY:ILIZZ, Beijing

PRODUCTION DATES:2008 - 2009

CONCEPT Agency selection of directors was based purely on their work, not their fame. The “chain” reaction of dif-ferent talent went through network of the same groups and the more directors were engaged, the more wanted to be a part of this amazing project.

ENGAGEMENT China played an important “destina-tion” factor in our approach. Most of the directors are well travelled, yet China until recently was always a bit of a mystery. Many of directors participated just on a concept of producing and showing their work in Beijing.

42 DIRECTORS

COMMISSIONED FILMS



PRODUCERSGriffin MarcusMichele CivettaWanted Worldwide

POSITIONING “Commissioned by 42BELOW”

CONCEPT We were going for the WOW fac-tor. Indeed, its is a bit puzzling how a small brand from New Zealand managed to engage such a list of world’s top creative minds. By ini-tiating the project, the agency pio-neered new territory of marketing: not to say “branded” content but rather “art curated content”.

ENGAGEMENT The engagement with artists be-came a new way of tapping into self-guarded celebrity community. The resulting loyalty of 42 creative minds naturally led to both power-ful word-of-mouth branding and of course a lot of informal product tasting.

Director: Yung ChanFilm: “Eclipse”

Director: Kenneth AngerFilm: “Death”

Director: Matt PykeFilm: “Landscape”

Director: Asia ArgentoFilm: “S/he”

Director: Dee PoonFilm: “Polaris”

Director: Griffin MarcusFilm: “Tempo”

Director: Taika CohenFilm: “My Iris Dream”

Director: Taika CohenFilm: “My Irish Dream”

Director: Zhang YuanFilm: “Untitled”

42 DIRECTORS

COMMISSIONED FILMS


AGENCYILIZZ,Beijing





Director: David LynchFilm: “Dream #7”

Director: Asano TadanobuFilm: “My Father’s Dog”

Director: Bryan ButlerFilm: “The Night of Pan”

Director: Leos CaraxFilm: “My Neighbor”

Director: Mike FiggisFilm: “Double Dream”

Director: James Franco Film: “Childhood Explosion”

Director: Chris GrahamFilm: “Solimna”

Director: Chris WhiteFilm: “Last Dream”

Director: Charles BurnettFilm: “Untitled”

42 DIRECTORS

COMMISSIONED FILMS







Director: Florian HabbiditFilm: “Wedding”

Director: Rerris KohFilm: “White Rabbit”

Director: Gaspar NoeFilm: “The Dream”

Director: Harmony KroineFilm: “Banana Rama”

Director: Rajan Mehta Film: “Whatever Dream”

Director: Shawn Lennon Film: “Cemetery”

Director: Floria SigizmundiFilm: “Dawn”

Director: Grant MorrisonFilm: “42 Second Minute”

Director: Lola SchnabelFilm: “Aqua”

ADVERTISINGFashion Focused Media

BRAND RECOGNITION:Agency choose to promote the project without branded logotype of 42BELOW.Instead agency trademarked project’s own logotype 42x42, using brand iconic iden-tification of “number 42”. The delayed brand awareness triggered natural user curi-osity to visit 42x42 portal to learn more about the project and to discover the brand behind it. Select group of ONEDREAMRUSH advertisement ran parallel to 42BELOW ads.

CREATIVE APPROACH:Agency decided to shoot the campaign in Beijing, focusing on Asian growing cultural influence. The natural tone of the print campaign is layered with surrealist connota-tions and styled at the border of art, entertainment and fashion.

PRINT CAMPAIGN

For Select Fashion Media


AGENCYILIZZ. Beijing

PRODUCTION Beijing Film Studio

PHOTOGRAPHERMote Sinabel. Paris

CONCEPTAgency came up with the stylistic approach that would exemplify both cinematic connotations along with high-brow references to classic fashion photography, spiced with surreal elements.

PRODUCTIONAgency had shot several “fashion” execution in historic streets of Bei-jing. Facilities and talent were all provided by Beijing Film Studio, and overall magic of an old city made it into quite a unique experience.


AGNECYILIZZ. Beijing





PRINT CAMPAIGN



AGENCYILIZZ. Beijing





PRINT CAMPAIGN


ANIMATION FILM TRAILERCinema and Outdoor Media

POSITIONING

Instead of producing commercials for the ONEDREAMRUSH project, agency decid-ed to shoot challenging animated film on a loose concept of DREAMS. All elements of surreal concepts were engaged and scrutinized: falling down in space, up against a stream racing, violence and blood, broken perspective, surreal angles and classic surrealistic limb displacement. The final film was played in cinemas, before features. In addition, animated film was broadcasted on variety of outdoor LCD screens in Beijing.

CREATIVE APPROACH

Animation was produced in collaboration with largest commercial animation studio in China -- Crystal CGI. During the production of the film, team of 30 animators were engaged, working around the clock for over 5 weeks. Creatively, each scene was perfected to the highest standard of technology, simulating DREAM landscape to the minute details.

ANIMATED FILM TRAILER

Production



PRODUCTIONBeijing Film Studio POST PRODUCTIONCrystal Film and Animation

CONCEPT There were 14 sequences in the dream trailer, organized into a loose story board with variety of interest-ing transitions. Each transition pre-sented element of surprise.

PRODUCTIONThe most challenging part of the production came unexpected -- tal-ent. Casting western or international talent in China was quite difficult. The agency decided to do street casting, hence all the talent in the film are non-professionals.


Composite Frames

COMPOSITE FRAMES Each composite frame took about 3 days of computer time and a team of 4-10 animators to finish. The most challenging scenes were “The castle”, “fish tank”, “Underwater Dance” and “The Veins”.

PRODUCTIONFor shooting of the underwa-ter scene, the production team searched through 20 different pools in Beijing. Custom made dresses were very hard to swim in. The pro-duction company needed to hire Olympic swimmers to perform and not to drawn in heavy cottons.




“The Castle” “Fish Tank”

“Underwater Dance”The Veins”


Outdoor media, Beijing

OUTDOOR MEDIA The media in China is well guarded fort and agency had to go through extensive negotiations and its own connection to find suitable loca-tion and pricing. Most of the media deals came from affiliation with Bei-jing Film Studio, which is the main government film institution in China.

PRODUCTIONProduction on LCD screens proved to be very complicated. The resolu-tion of the film grains plays quite differently on each screen and our production team spent weeks ad-justing the film to a suitable format for each location.




EVENTS AND PROMOTIONSPress Briefings, Screenings and Installations

BRAND RECOGNITION:Agency executed variety of global promotions for the project, focusing on China and media partners, associated with it. Developed media strategy focused on exposure of well-known Western creators visiting and screening their work in China and gave extensive interviews to Chinese and Western media outlets. Each event was co-pro-moted by 42BELOW and had both, brand and the project’s logotype presence.

CREATIVE APPROACH:Leading discovery of the brand behind the project, Agency executed variety of cre-ative brand placements, gift packages and invitations ( see COLLATERAL) . Overall positioning and tonality for all event and engagements were strictly orchestrated within brand mantra -- “connecting creative minds”.

BARNEY’S NEW YORK

Event and Installation


PR COMPANY ILIZZ, Beijing EVENT PRODUCTION ILIZZ, Beijing

INSTALLATIONAs a first event that focused on en-gaging independent creative minds and directors, agency executed installation at Barney’s NY windows, followed by sponsorship package during New York Fashion Week.

PRODUCTIONDuring the event, over 300 top New York socialites got a taste of signa-ture 42BELOW cocktails. Magazines with project’s advertisement was visible throughout the entire floor and several speakers mentioned 42BELOW cocktail recipes as one of the most creative vodka cocktails ever tasted ...

New York September, 2008

MEI-FU ART CENTER

Press Briefing and Party

EVENTAgency had decided to execute first official press briefing at the most sacred historic Beijing loca-tion -- Mei Fu Art Center, home of the Peking Opera. The tactic for the event was to invite media to a secret location that wasn’t yet discovered by other brands. Hidden within Bei-jing’s narrow Hutong streets, several pick up points were set with bright 42 Gabo lights awaiting guests with hired Beijing ricksha carts, re-vamped into branded attributes.

SPACE / AMBIANCE Mei Fu facilities were remodeled into state of the art video / audio installation. 42 Below wall with 300 bottle display was constructed for the media photos, while surreal project’s animated film trailer played throughout the event on large size LCD displays.


PR COMPANY ILIZZ, Beijing EVENT PRODUCTION ILIZZ, Beijing

Beijing November, 2008

TODAY’S ART MUSEUM

Art Exhibition & Screening

EVENT To launch the project for the wider range of creative community of Bei-jing, the Agency launched exhibition of never seeing before video work of creators involved in the project, including never shown work of Da-vid Lynch, Zhang Yuan, video work of painter Joe Coleman and many others. The exhibition was accom-panied by custom posters produced for each individual film.

LOCATIONAgency choose Today’s Art Muse-um for the event -- the only private institution in Beijing, dedicated to exposure of International contem-porary art.


PUBLIC RELATIONKetchum, Beijing EVENT PRODUCTION ILIZZ, Beijing

Beijing March, 2009

NATIONAL FILM MUSEUM

GALA Reception & Screening

EVENT LOCATIONChina National Film Museum is the largetst film institution in the world. ONEDREAMRUSH was the first Western event hold within its facili-ties and the very first International collection ever accepted to Chinese museum for permanent collection.

EVENT PLANNING The event was orchestrated with minute details, gathering top social-ites and cultural attaches of Chinese capital, along with guests from over 30 countries, travelled just for the occasion.

MEDIA COVERAGE The Agency, along with Ketchum Beijing managed to gather one of the biggest media exposure for any cultural event in China. Over 170 media outlets set up their booths to watch world’s esoteric collection of short films and performed extensive interviews with creators afterwards.


PUBLIC RELATIONKetchum, Beijing EVENT PRODUCTION ILIZZ, Beijing

Beijing April, 2009

CANNES FILM FESTIVAL

Screnning and Event

EVENTThe project was officially selected by Cannes Film Festival executive team to be screened during the festival. ONEDREAMRUSH became the very first “branded content” screening during the most celebrat-ed film event of the year.

CREATORS Eighteen, out of 42 directors, were presently in France. Out of project’s creators, four were in “competition section” and one as part of official jury. The most surprising was unex-pected trophy of ONEDREAMRUSH Chinese director -- Lou Ye, who won the best script for his “Spring Fever” feature film.

PARTY Celebrating successful results of the project, agency produced and managed one of the hottest closing party of the season, with 42BELOW being the most talked and drunk sponsor.


PUBLIC RELATION:Full Picture, Los Angeles EVENT PRODUCTION ILIZZ, Beijing

France May, 2009

CHINESE COMPETITIONYoung Film Talent Discovery

RULES OF ENGAGEMENT One of the most challenging part of the project, and by far the most exciting, was to engage and essentially to establish relationship with fast growing Chinese creative community. As a method to the approach, agency delivered the same creative brief to young talent as it was to international fame. In result, entries to the competition constituted over 100 of up-and-comming Chinese directors with variety of styles and approaches to each film.

PROMOTIONSFacing notoriously expensive and well guarded Chinese media, agency focused on promoting the competition through variety of Social Networking, driving it to on and off line events. During a short period of 6 months, agency produced over 20 location events and screenings, with special testing and promotions. Main stream creative portal Douban.com gathering over 500 bloggers writing about the competition, while socialites membership only P1.cn brought over 5000 off-line guests to events in Bei-jing and Shanghai.

USER GENERATED FILMS

Chinese Creative Community



PARTNERSBeijing Film StudioBeijing Film AcademyCrystal Film and AnimationP1.comDouban.com

ENTRIES317 films

METHODS OF PROMOTIONOn-line promotionsSocial On-Line Media Campus Promotions

ENGAGEMENT Most of the Chinese young talent submissions came from our partner-ships in China, with Beijing Film Stu-dio and Beijing Film Academy being the most fruitful to the process.


Chinese Creative Community


AGNECYILIZZ, Beijing

PARTNERSBeijing Film StudioBeijing Film AcademyCrystal Film and AnimationP1.comDouban.com

ENTRIES317 films

METHODS OF PROMOTIONOn-line promotionsSocial On-Line Media Campus Promotions

ENGAGEMENT Most of the Chinese young talent submissions came from our partner-ships in China, with Beijing Film Stu-dio and Beijing Film Academy being the most fruitful to the process.


Social Networking Strategy


AGENCY ILIZZ, Beijing

PARTNERSDouban.comP1.cn

METHODS OF PROMOTIONOn-line newslettersDedicated BloggersMini SitesMembers’ ReviewsOff-Line events and promotions

ENGAGEMENT Social networking in China is the fastest growing on-line sector. Agency used all known methods of promotions yet specifically targeted one that are working for China. Pro-motions and events were schedules in such a way, to drove maximum amount of exposure to the competi-tion. Most of the events were held in creative spaces that are known as artists and socialites favorites.

COLLATERAL MATERIAL

Throughout the project, the communication collateral was greatly diversified: from collectable posters of each individual director, to book and DVD guide that served as PR vehicle during all events and media promotions.

In result, project’s collateral became new form of custom created media, to promote Brand’s activity throughout international film community. Considering fact that com-missioned films were not “endorsements”, the high exposure of Brand logotype on posters and on-line presence substituted for earlier stages brand camouflage.

Global Media Distribution & Engagement

PROGRAM GUIDE

Press Distribution Collateral



DISTRIBUTIONProgram Guide served as a central print communication material for both Western and Chinese media and promotions. Over the course of the entire project, the Program Guide was printed and distributed to over 1000 media outlets resulting in ex-tensive media coverage.

Challenging part of producing bilin-gual material in creative communi-ties is specific expectations not only in language but also in delivery of the content. Agency decided to go for one style. All biographical notes and annotations were focused on creators personal achievements, in-stead of international recognition.

FILM POSTERS

Collectable Collateral



DESIGNER Yuki Tazaki

ENGAGEMENT Unique set of posters was created and then later on exhibited during GALA and TODAY’s ART MUSEUM events in Beijing. Artist’s personal statements about their work became important addition to short films and created additional level of engage-ment. Brand logotype was finally exposed and the project’s initiator -- 42BELOW -- vividly gained deserved respect among viewers and press.

INVITATION POSTERS

Chinese Promotions



PARTNERSBeijing Film AcademyBeijing Film StudioChina Film Group

ENGAGEMENT Each individual event in China was promoted through variety of printed material. Agency created series of posters that were placed in key locations to announce events. The outdoor media distribution was pro-vided through discounted media buy of Beijing Film Studio and China Film Group.

INVITATION POSTERS

Western Promotions



PARTNERSLincoln Film SocietyNew York Film FestivalSundance Film Festival

ENGAGEMENT Agency created series of posters for Western distribution and promo-tions, linking events and screening throughout international film com-munity. Most prominent partnership were formed with New York Film Festival and Lincoln Center Film So-ciety, connecting chain of events well beyond its initial plans.

INTERNET AND DIGITAL

Internet media promotions of the project played important role in generating inter-national exposure. Content release schedule was coordinated with key events and project management. User generated competition was orchestrated in accordance to rules and regulations in China. International events and announcements targeted large film community portals for cross promotions and maximum return on invest-ment exposure.

Bilingual portal served as central communication tool for both Western and Chinese media and creative community worldwide. Complex animated “time-machine” intros were created to link New York and Beijing Time Zones. Visual references changed each hour to refresh visitors expectations for each click through.

On-Line Communication Strategy

CENTRAL WEB PORTAL

English Language Version



INTERACTIVE PARTNERPortable Content, Australia

CONTENT Central Communication was cre-ated and customized with all mod-ern digital software tools involved: custom CMS back-end, video uploading capabilities, profile cus-tomazation and many others. The portal and each individual director’s film page was linked to variety of social networking sites for further content promotions and profile placements. Rating feature was ap-plied to, respectively both, to com-missioned directors and the promo-tional events. Due to sensitive CSR issues, the competition page was only functional throughout Chinese version of the site.

FEATURES Timelapsed Flash IntroCMS backend Video UploadingStills UploadingRatingSocial Networking Links Front End News Tickler

Flash Pages / English Language Version

CENTRAL WEB PORTAL

Chinese Language Version



INTERACTIVE PARTNERPortable Content, Australia

CONTENT Central Communication was creat-ed and customized with all modern digital software tools involved: cus-tom CMS back-end, video upload-ing, profile customazation. The por-tal and each individual director’s film page was linked to variety of social networking sites for further content promotions and profile placements. Rating feature was applied to, re-spectively both, commissioned di-rectors and the promotional events.

FEATURES Timelapsed Flash IntroCMS backend Video UploadingStills UploadingRatingSocial Networking Links Front End News Tickler

CHINESE COMPETITION Massive Chinese Competition up-loads were monitored through CMS software with both legal and agency approval process.

Flash Pages / Chinese Language Version

ON-LINE DISTRIBUTION

Newsletters and Ticklers



INTERACTIVE PARTNERChina Media Group

CONTENT Agency executed its own content release schedule with On-line news letter features and trackable result monitoring. Throughout the project, over 118,000 users subscribed to the service in China with regular updates and personalized profiles submitted.

RATES1.2 million clicks per week in China.

BANNERSCross promotional banners were placed on Chinese Social Network sites with monitored performance.

MEDIA STRATEGY

2008 was the most important year in the recent Chinese history. The entire world leaned over TV sets to witness unprecedented shift of self-awareness, amongst the largest nation on the planet. Chinese Olympic year indeed was the most spectacular manifestation of cultural ambitions, cosmopolitan spirit and human achievements. With the success and world’s exposure, the Chinese media industry overnight devel-oped into a radically new entity.

To counterpart athletic non-competitive spirit and to take positive advantage of pro-gressive media climate in China, the agency’s strategy focused on the story of “cul-tural Olympics”, bring to the door of ancient Chinese capital the best creative minds, viewing the world from their personal experience.

As the most important contribution to international Chinese media dialogue, our story was underlined with discovery and promotion of the new generation of Chinese film makers. Even after the project’s completion, the resonance and significance of our efforts will be rewarded by better understanding and appreciation of importance of the modern cultural paradigm.

Global Exposure through Chinese Media Angle

MEDIA HIGHLIGHTS

Main Stream Chinese TV



PR PARTNER China Media Group Beijing Film StudioKetchum Beijing

COVERAGE IN CHINACCTV1 NewsCCTV3 News CCTV6 NewsCCTV9 “Cultural Express”BTV2 Movie GuidePhoenix “Beijing Today”Hunan TV NewsTravel Channel News

SPECIAL FEATURESPersonal Endorsement by most celebrated Chinese actor of all time -- Ge Yu.

MEDIA HIGHLIGHTS

Main Stream Chinese Print



PR PARTNER China Media Group China Film GroupBeijing Film Studio

COVERAGE Fazhi WanbaoStar DailyGuangzhou DailyThe FirstBeijing TodayChina DailyThe BundMirrorPopular DVEsquireThe BeijingerMovie WorldModern WeeklyCity WeekendBeijing Youth WeeklyVarietyBeijing Youth DailyChengdu DailyChina DailyThe FirstBeijing Times

MEDIA HIGHLIGHTS

Select Chinese Online Press www.xinhuanet.comwww.china.com.cn www.sina.com.cn www.sohu.com www.tom.comwww.qianlong.comwww.163.com www.yahoo.com www.msn.com.cnwww.qq.com www.hexun.comwww.chinanews.com.cnwww.cnsphoto.com www.dayoo.com www.mtime.comwww.022net.com www.m1905.comwww.netfm.com.cn www.newssc.orgwww.cnnb.com.cn www.snxw.comwww.zjol.com.cnwww.cnool.net www.hztop.com

www.hifly.tvwww.jmnews.com.cnwww.mtime.comwww.sina.com.cnwww.ccdy.cnwww.ce.cnwww.hexun.comwww.sohu.comwww.ynet.comwww.ifeng.comwww.huash.comwww.ginboo.netwww.hinews.cnwww.newssc.netwww.xmwww.comwww.xinhuanet.comwww.zjonline.com.cnwww.cnnb.com.cnwww.21cn.comwww.tom.comwww.oeeee.comwww.northeast.com.cnwww.nen.com.cnwww.eastday.comwww.ifeng.com

www.xaonline.comgb.cri.cnwww.cqnews.netwww.huash.comwww.ginboo.netwww.news.67.comwww.liao1.comwww.022net.comwww.shangdu.comwww.xinmin.cnwww.dnkb.com.cnwww.jinghua.cnwww.cctv.comwww.tom.comwww.idaocao.comwww.baidu.comwww.dayoo.comwww.northeast.com.cnwww.douban.comwww.hexun.comwww.cqnews.netwww.people.com.cnwww.szonline.netwww.snxw.comwww.dianyuan.com

www.dianyuan.comwww.cnsphoto.comwww.thebeijinger.comwww.xaonline.comgb.cri.cnwww.cqnews.netwww.163.comwww.xinmin.cnwww.cn.yahoo.comwww.china.com.cnwww.chinanews.comwww.p1.cn



PARTNER China Media Group Beijing Film StudioChina National Film MuseumBeijing Film Academy

“Complete collection of the best directors”CCTV 9

“Amazing experience to watch, probably even better to participate”CCTV 3

“Dark, dreamy and very inspiring”Phoenix TV

“Each film is short enough to know if you are going to fall in love with it from the first glance. Brilliant concept” BTV

“Good example of how advertising leading the culture. China needs more initiatives like this” Soho.com

“Highest mark of creative concept. Film culture has to revolutionize itself. Perhaps this is the beginning of it” POP Magazine

“Brilliant, short and to the point”Esquire, China

“Each film is ambiguous enough to re-interpret it”Milk X

“If dreams can be recorded, that’s the best collection to watch”The Bund

“Thanks God someone was smart enough not to put the vodka in it”TimeOut, Beijing

“Short is the new gold”China Daily

MEDIA HIGHLIGHTS

Select Quotations / Art Media



PR PARTNER China Media Group Beijing Film StudioChina National Film MuseumBeijing Film Academy

Art Media

iLOOKVISIONART CHIANCTV (CHINESE TEVEVISON MEDIA)HI ARTNY ARTS BEIJINGART ISSUEGALLERY SIGHTSHOTSPOTART SPYAAC (ASIAN ART CITY)ART MAP CONTEMPORARY ARTO’ZINEDOZZLEART GUIDEFILM ARTS CHINA SCREEN TRENDSART LIFE ORIENTAL ART/MASTER

PERFORMANCEPRODUCTION BUDGET 1.500.000 USD

42 Short Films / Animated Film 4’20” / 14 TVC 42” / 10 Project ID clipsBilingual Portal with flash intros / Video Uploading CMS / Legal Approval back-end/68 Viral videos / 20 Promotional Web Banners / Social Networking Links and Custom Skins/ 42 Custom Posters / 2 Exhibition and Program Guide / 18 Event Posters/Customized Outdoor media players /12 Custom events / 36 Indoor Events with screening in China / Black-Tie Event Production and Planning in Beijing / Art Exhibi-tion production and event planning / Gift merchandising / Custom Bags / Custom USBs / Custom die-cut T-shirts / Custom Flasks / Custom Eye-Masks / Video edit and ID for Chinese Competition / Media Package for Cannes / Gift and DVD pack-age for Cannes Film Festival / Cannes Event production and Planning / Press Brief-ing clippings and Media Review package.

MEDIA COVERAGE

ONEDREAMRUSH achieved outstanding Return-on-Investment results. The most significant portion of the exposure was made in mainland China and Hong Kong from TV News clippings, on-line media coverage and re-caps. The total viewership in China reached over 300 million viewers with overall brand exposure of over 4.6 times in advertising value equivalents. In Western media, the project’s main exposure happened during 62-nd Cannes International Film Festival, where ONEDREAMRUSH was the first branded content project played during official selection of international films. 18 out of 42 commissioned directors were present during the festival, where they gave extensive media interviews and testimonials about this unique brand exer-cise.

OBJECTIVES

Main Objective satisfied, connecting emerging brand to world top film community.Secondary Objective satisfied, with significant seed brand exposure in China.Media Exposure set as main tool of measurable success.

Capital ROI equivalent of 10.000.000 USD

INTERACTIVE ARKCommissioned Art Design

COMMISSIONS Infusing Commerce with Art

Throughout the years of working between commerce and art, we’ve developed an approach that is slowly becoming a norm - infusing commercial interactive project with outstanding art and animation commissions.

While on-line platforms are still viewed primarily as information content and navi-gation mechanisms, we believe that the perception and goals of interactive media changing to serve more entertainment and artistic purposes.

Below are just a few recent examples.

EXILE PRODUCTION 2007

Art Commission



ARTISTIlya Rozhdestvensky

CONTENT We were commissioned to create surreal web portal that functions as a navigation through variety of search elements. Each page had a unique respond-to-word mecha-nism and therefore each page had its own flow of visuals on every click through.

PRODUCTION Cactus Lab, Auckland

IQ INDUSTRIES 2008

Art Commission



ARTISTEdward89

(Edward89 is anonymous collabora-tive group of animators from East-ern Europe).

CONTENT IQ Industries commissioned portal of navigation. The approach was to take each navigational tool and make it into a story. Each element of design was transformed into its own inner space and connected only through the overall narration.

PRODUCTIONGladeye, Paris

Modernista! Version 5:0

Advertising Agency website


CONTENT Modernista! is a leading creative agency in North America. Each of its sites is a state of the art commis-sions.

ARTIST:Oculart.com

Modernisnta! 3:0

Chinese Language Version


CONTENT Modernista! is a leading creative agency in North America. Each of its sites is a state of the art commis-sions.

ARTIST:Oculart.com

LITTLE NAUGHTY PILLS1 0 0 % P U R E T R U T H

SZM FORMULAPRODUCTS Local Activation

“Shocking News”News Paper Ad, SZM

The Big IdeaThe client came to us with a challenge of falling sales due to overwhelming force of competition entering brand’s category -- natural health products. After the initial market research, the agency presented ground breaking approach that differentiat-ed the brand away from overcrowded category, and placing it into a wider and more consumer friendly “lifestyle” orientation. Humor mixed with historical content and supported by contemporary design executions, positioned the brand as a lightweight approachable product, accessible to a wider range of consumers.

SZM FORMULAPRODUCTS Local Activation

MARKET POSITIONING

Rebranding SZM Line

AGENCYILIZZ, New Zealand


DESIGN ILIZZ, New Zealand

PLACEMENTWe had spotted a series of loca-tions, that where perfectly suited for each content. Pavarotti was rest-ing next door to DuranDuran and Nick Cave. Freud’s neighbors were pschycoanalitical drawings of fresh juice, while Marx and Gandi choos-es to be surrounded by a true prole-tarian content (basically random).

WHERE it WAS WHERE WE AIMED TO BE

LIFESTYLE PACKAGE

SZM Line Product Design





WEBSITE

Information Positioning





STREET POSTER #1

Gahdhi Had it




TEXT Gandhi had sex. Lets face it. Before he spun his own loin cloth or refuse to wear dentures, Mohandas was as horny as any deprived, young Hindu of his generation. Maybe more. He girded his loins lustfully for many years, until one day his wife had a headache. Distressed and confused, the young Gandhi lost his senses. He give up sex, and became politically agitated. For those of us not looking to overthrow the British government, there is a herbal formula that’s been around for thousands of years. And still works. Nonviolently.

STREET POSTER #2

Even Freud Had it



COPYKapil Kachru

TEXT Because he was a psychotherapist. Not a nun. Though he probably would’ve loved having a nun on his couch. So he could probe her deepest dreams and analyze them for the sheer pleasure of it. He was quite strange, that Sigmund. You don’t have to be. Chucking down chemical cocktails and getting sur-gery aren’t the only ways to liberate your libido. There is a herbal formula that being around for thousands of years. And it still works. Better than therapy.

STREET POSTERS SERIES

Karl Marx Had it



COPYKapil Kachru

TEXT Karl Marx had sex. And why not? It’s the only thing the ruling classes couldn’t take away from the rest of us. We must never forget this fact of history. Having sex is a revolution-ary act. The more often, the better. The best part is you don’t need to chug down chemical cocktails or deal with surgery to be part of this revolution. There is a herbal formula that’s been around for thousands of years. Marx would approve of it. Because it works.

STREET POSTER PASTING

Pavarotti Had it



COPYKapil Kachru

TEXT PAvarotti had sex. And was quite vo-cal about it. In fact, people in neigh-boring towns knew when she was training his enormous talent. They say, at his peak, Luciano could sing the parts of all three tenors and still have the stamina for an encore. Sex is an opera we can all enjoy. Chemi-cal cocktails and surgery aren’t the only way to make it more dramatic. There is a herbal formula that’s been around for thousands of years, and keeps getting better with every per-formance.

NICHE MARKETING

Creative Communities




CONTENT The central point of communica-tion for the street pasting cam-paign became a colossal prints, depicting strange copy that simply explained how major fig-ures of the world’s history were involved in personal pleasures. If they could, why can’t we.

PRODUCED (budget 20.000 USD)

Market Research and Positioning

Street Poster Campaign

8 Radio Scripts

MEDIA EXPOSURE

145 Locations in Auckland and Wellington

16 Radio Air Spots in 3 months

Over 100 bloggers

OBJECTIVES

Main objective satisfied, driving sales up to 30%

Wider positioning within marketplace

Media Exposure (picked up by Radio Hosts)

Capital ROI equivalent of over 120.000 USD

PERFORMANCE

42RELIEF PROGRAMCheer up your mates overseas

42Below VodkaSeasonal Campaign

The Big Idea

The brief from the client was to connect local New Zealand market with its UK wing for a seasonal campaign. The agency came up with an idea to use phone vouching, purchasing drinks between two quite distant locations. Users were registering on-line, purchasing cocktails for their mates, in which case it had appeared instantly on their phones overseas. Agency executed series of posters that were placed in select 4Below accounts, both in New Zealand and in UK. The campaign generated a good amount of press, not to mention extra revenue for the brand and its signature ac-counts on both sides of the pond.

42BelowVodka Seasonal Campaign

I-PHONE APPLICATION

Get Cheered Up


EXECUTIVE PRODUCER Bryn Powell

INTERACTIVE Pocket Voucher, New Zealand

DESIGN ELEMENTS Agency executed logotype for the project vaguely reminding well-known United Nations logotype. To keep the spirit of 42Below, the overall execution for creative had its signature humor and attitude.

POSTERS / NEW ZEALAND

Get Cheered Up from Overseas





POSTER / NEW ZEALAND






POSTERS / UK






POSTER / UK






CONTACT INFORMATION

CHINAILIZZ, Beijing1201 Building 3-A 32 North Bai Zi Wan Road Chao Yang DistrictBeijing China 100022+86 10 5876 9342 phone +86 10 5876 9341 fax Managing DirectorIlya [email protected]

NEW ZEALAND ILIZZ, Auckland8 York Street, Level 1Parnell Rise, AuckllandNew Zealand +64 567 3452 phone+64 567 3453 faxManaging DirectorBryn [email protected]

USAManaging Director Linda [email protected]

www.ilizz.com

Ilizz

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