{"id":425,"date":"2010-07-26T09:12:12","date_gmt":"2010-07-26T17:12:12","guid":{"rendered":"http:\/\/blog.lorenzobennassar.com\/?p=425"},"modified":"2022-08-15T20:38:18","modified_gmt":"2022-08-15T19:38:18","slug":"adidaseselmedio","status":"publish","type":"post","link":"https:\/\/lorenzobennassar.com\/blog\/2010\/07\/26\/adidaseselmedio\/","title":{"rendered":"Adidas is the media."},"content":{"rendered":"

Eric Bailey is the artist. Drea Cooper & Zachary Canepari are the filmmakers. And WOOD RICH is the result. A video (a little too weird in my opinion) that in fact presents something about the world of communication, contents, and brands deeper than what it apparently seems. In the post before<\/a>, I also talked about Adidas and how recovering their “original” brand was a great move, but it seems that they’re really aware of the fact that media (tv, press, etc.) as we knew it, has disappeared (or is about to, to be less radical). Now the media are the brands, Adidas in this case. The media as a communication support. And the people are the media, the distribution media. Where there use to be one single thing, that played both roles, medium and distribution, now there are 2. The medium, the brand. And the speaker, all of us, who take care of spreading the message, in this case: “Adidas is a brand that loves you and wants to help you do the things you like”. In simpler words (because those who know how to write do these things better):
“Brand communication today has to do inevitably with content creation” Cesar Garc\u00eda<\/a>.
“People love brands who love people” Alain Uceda<\/a>.<\/p>\n\n

\n