Questa rivista è dedicata a William "Bill" Bernbach.
La sua visione della pubblicità - civile, mai banale, basata sulla verità - appare sempre più attuale.
Benvenuti e buona visione.
A magic label has been chosen to define our age: “crisis”.
It’s a superstitious word. It involves a premonition. As if the crisis was something that comes, hurts, but goes away sooner or later, leaving everything just as it was before. It certainly is a reassuring word. It implies that “problems will come to an end” and in the meanwhile there is only one thing we can do: wait.
It would be different if we called it “transformation.” It would help us to understand that the world is just experiencing a common cold, however serious it may seem. The world is deeply changing its balance, its economy, its outlook. But if it’s the case there is no much sense in waiting. We should question ourselves. Adapt. Accept change.
That’s what’s wrong with communication nowadays – a false word is hiding the true one.
In this issue of Bill you will find a changing world. Brazil, which is now witnessing its most flourishing days; the ideas of Droga5; the freedom of KesselsKramer. Here you will find people who try to tell the truth.
Welcome and enjoy your reading.
