[socialmedia] Two more awards won
Greg Newby
gbnewby at pglaf.org
Thu Jul 15 08:15:02 PDT 2021
Hi, team. These two new awards are worthy of social media postings, I think.
This is the result of an ad campaign run on PG's behalf by "The Community." The ads showed Project Gutenberg titles, and compared how much of the story is left out in popular movie adaptations.
Links to the most recent awards are below. Thanks! Greg
----- Forwarded message from Silvio Caielli <Silvio at thecommunityus.com> -----
Date: Wed, 14 Jul 2021 18:41:42 +0000
From: Silvio Caielli <Silvio at thecommunityus.com>
To: Greg Newby <gbnewby at pglaf.org>
Subject: Re: TC + Project Gutenberg - letter needed
Hi Greg!
Hope you’re doing fine these days.
Just wanted to let you know that our crossed-out classics campaign was awarded at 2 of the most important festivals in the last few days.
We won a Wood Pencil at D&AD (Design & Advertising, one of the harder awards to win -if not the hardest) and a Gold and a Silver award at the New York Festival, this last week.
We’re super happy at the agency about how this process came to life, working together with you, and now seeing the results.
So, congratulations!
https://www.dandad.org/awards/professional/2021/234647/crossed-out-classics/
https://www.nyfadvertising.com/Winners/WinnerDetailsNew/dc50df14-653d-4f39-8af5-30bbcd48fdbe
From: Silvio Caielli <Silvio at thecommunityus.com>
Date: Tuesday, May 25, 2021 at 5:44 PM
To: Greg Newby <gbnewby at pglaf.org>
Subject: Re: TC + Project Gutenberg - letter needed
Thanks Greg!
We'll keep you posted.
On 5/25/21, 5:43 PM, "Greg Newby" <gbnewby at pglaf.org> wrote:
Letter attached (very slight wording change, and on our letterhead).
Good luck!!
- Greg
On Tue, May 25, 2021 at 01:21:17PM +0000, Silvio Caielli wrote:
> Hi Greg!
>
> Hope you are doing well,
> On another exciting round of news, our Crossed-out classics campaign has also been shortlisted for an award at the D&ad awards (held in London every year) and The One Show, in New York.
>
> We were hoping to get this letter that I´m attaching here signed by you - or someone from your staff- to comply with The One show requirements,
> They usually ask for proof of release once the ads are pre-selected.
> Can you help with this?
> Let me know
>
> Best, and fingers crossed,
>
> Silvio
>
>
>
>
>
> On 5/3/21, 2:53 PM, "Greg Newby" <gbnewby at pglaf.org> wrote:
>
> Good luck with the Art Directors Club!!
>
> I agree that it's great that outreach/awareness has grown, as a result of your efforts. They are very much appreciated!
> Greg
>
> On Mon, May 03, 2021 at 05:28:11PM +0000, Silvio Caielli wrote:
> > Thanks Greg,
> > great to hear from you, and great to know that you're as happy as we are with these results.
> >
> > To be honest, we were hoping to get more news coming from the awards front these days, to share with you more results:
> > Yes, we won at the Clios!
> > But we're also shortlisted in the Art Directors Club awards and New York Festivals so far.
> >
> > Every year, the winners of these awards are seen by creatives, designers, and producers all around the World.
> >
> > So, besides the winning, it's also great to know that thousands of new copywriters, art directors, creative directors and alike, are now aware of Project Gutenberg mission - and hopefully they'll keep spreading the word too.
> >
> > Thanks for featuring in the newsletter, and let's keep in touch!
> >
> > Best,
> > Silvio
> >
> >
> >
> >
> >
> >
> > On 5/3/21, 1:15 PM, "Greg Newby" <gbnewby at pglaf.org> wrote:
> >
> > Dear friends,
> >
> > Congratulations on the CLIO award, which I just learned of. I will insert this blurb in our upcoming newsletter, and we also shared the award link on our social media feeds.
> >
> > I appreciate your efforts on this campaign, and love the results.
> >
> > Best,
> > Greg
> >
> > Newsletter text:
> > * "Crossed out" eBook ad wins CLIO Awards bronze medal
> >
> > Congratulations to "the community." This is a marketing firm that worked with Project Gutenberg to develop a print campaign that shows visually how much more of a story may be found in a book, than in a movie or similar adaptation of the book.
> >
> > Their graphic, "Crossed-out classics: A Christmas Carol," won a bronze metal in the CLIO awards. You can find an image of their work here:
> > https://nam02.safelinks.protection.outlook.com/?url=https%3A%2F%2Fclios.com%2Fawards%2Fwinner%2F93057&data=04%7C01%7CSilvio%40thecommunityus.com%7C796d2b7378e74fcdeccb08d91fc60db7%7Cd52c9ea17c2147b182a333a74b1f74b8%7C1%7C0%7C637575758203853059%7CUnknown%7CTWFpbGZsb3d8eyJWIjoiMC4wLjAwMDAiLCJQIjoiV2luMzIiLCJBTiI6Ik1haWwiLCJXVCI6Mn0%3D%7C1000&sdata=Tpv6RygtGlmWKk6FrtwsAWFirNwg9fdn2%2B08OYVFMtA%3D&reserved=0
> >
> > The image was created by comparing the story elements of the Project Gutenberg eBook with a Christmas Carol movie. The blacked out areas in the image represent parts of the book that are not part of the movie. The message is that by reading the book - which is freely available from Project Gutenberg - you can get much more of the story.
> >
> >
> > Dr. Gregory B. Newby
> > Chief Executive and Director
> > Project Gutenberg Literary Archive Foundation https://nam02.safelinks.protection.outlook.com/?url=http%3A%2F%2Fwww.gutenberg.org%2F&data=04%7C01%7CSilvio%40thecommunityus.com%7C796d2b7378e74fcdeccb08d91fc60db7%7Cd52c9ea17c2147b182a333a74b1f74b8%7C1%7C0%7C637575758203863041%7CUnknown%7CTWFpbGZsb3d8eyJWIjoiMC4wLjAwMDAiLCJQIjoiV2luMzIiLCJBTiI6Ik1haWwiLCJXVCI6Mn0%3D%7C1000&sdata=ofoxeFni3S2Gz4yCj1Rp1ambTDkPhK7gXsKOk6BJSBI%3D&reserved=0
> > A 501(c)(3) not-for-profit organization with EIN 64-6221541
> > gbnewby at pglaf.org
> >
> >
> > On Tue, May 19, 2020 at 08:42:58AM -0700, Greg Newby wrote:
> > > Thanks again, Cynthia. Signed, scanned & attached.
> > >
> > > Best,
> > > Greg
> > >
> > > On Mon, May 18, 2020 at 02:00:06PM +0000, Cynthia Perez wrote:
> > > > Good morning Greg,
> > > >
> > > > Absolutely, sorry about that. Please see attached.
> > > >
> > > > Thank you!
> > > > Cynthia
> > > >
> > > > On 5/15/20, 2:46 PM, "Greg Newby" <gbnewby at pglaf.org> wrote:
> > > >
> > > > Dear Cynthia,
> > > >
> > > > Yes this is fine. But would you please update to use the full name of my organization (just add Foundation to the end)? I can then sign, scan & return. Thanks!
> > > >
> > > > Dr. Gregory B. Newby
> > > > Chief Executive and Director
> > > > Project Gutenberg Literary Archive Foundation
> > > > https://nam02.safelinks.protection.outlook.com/?url=http%3A%2F%2Fwww.gutenberg.org%2F&data=04%7C01%7CSilvio%40thecommunityus.com%7C796d2b7378e74fcdeccb08d91fc60db7%7Cd52c9ea17c2147b182a333a74b1f74b8%7C1%7C0%7C637575758203863041%7CUnknown%7CTWFpbGZsb3d8eyJWIjoiMC4wLjAwMDAiLCJQIjoiV2luMzIiLCJBTiI6Ik1haWwiLCJXVCI6Mn0%3D%7C1000&sdata=ofoxeFni3S2Gz4yCj1Rp1ambTDkPhK7gXsKOk6BJSBI%3D&reserved=0
> > > > A 501(c)(3) not-for-profit organization with EIN 64-6221541
> > > > gbnewby at pglaf.org
> > > >
> > > >
> > > > On Fri, May 15, 2020 at 02:16:41PM +0000, Cynthia Perez wrote:
> > > > > Good morning Greg, very nice to e-meet you, and very excited to see all this great work coming to life!
> > > > >
> > > > >
> > > > >
> > > > > To formalize our engagement a bit more, I wanted to share the SOW agreement we put together to align on our responsibilities. This is part of the standard paperwork we do for our pro-bono clients, but please review it and let me know if you have any questions or comments before signing. Happy to jump on a call next week, if needed.
> > > > >
> > > > >
> > > > >
> > > > > Thank you, and have a great weekend.
> > > > >
> > > > > cynthia pérez
> > > > > --------------------------------------------------
> > > > > brand supervisor
> > > > > --------------------------------------------------
> > > > > m: 1 786 238 8385
> > > > > sk: cynthia.perez.a
> > > > > --------------------------------------------------
> > > > > [cid:image019.png at 01D3E2FD.0EADC9B0]
> > > > > --------------------------------------------------
> > > > > thecommunityagency.com
> > > > >
> > > > > check out some of our work:
> > > > > https://adage.com/amp/agency/community
> > > > >
> > > > > [/Users/cynperez/Library/Containers/com.microsoft.Outlook/Data/Library/Caches/Signatures/signature_2512500]
> > > > >
> > > > >
> > > > >
> > > > > On 5/14/20, 2:44 PM, "Silvio Caielli" <Silvio at thecommunityus.com> wrote:
> > > > >
> > > > >
> > > > >
> > > > > Awesome Greg, glad you liked it
> > > > >
> > > > >
> > > > >
> > > > > Your feedback was on point - we added the word free at the end line, makes total sense.
> > > > >
> > > > >
> > > > >
> > > > > Regarding the out of focus we also tweaked it a bit – it’s a blurring effect that we use to give the impression of the images coming out of an old projector.
> > > > >
> > > > > It actually appears throughout the movie and it helps nail that vintage vibe. Maybe it was sticking out more because it was the first pages – so we minimized the blur, and made it 50% quicker so that it goes earlier to full focus, but still keeping a little of the effect.
> > > > >
> > > > >
> > > > >
> > > > > If you're cool with this, here you’ll find the two videos ready for you to post for FB and Twitter.
> > > > >
> > > > > https://nam02.safelinks.protection.outlook.com/?url=https%3A%2F%2Fwdrv.it%2Fe58444890&data=04%7C01%7CSilvio%40thecommunityus.com%7C796d2b7378e74fcdeccb08d91fc60db7%7Cd52c9ea17c2147b182a333a74b1f74b8%7C1%7C0%7C637575758203863041%7CUnknown%7CTWFpbGZsb3d8eyJWIjoiMC4wLjAwMDAiLCJQIjoiV2luMzIiLCJBTiI6Ik1haWwiLCJXVCI6Mn0%3D%7C1000&sdata=e6gicHp%2BUDXbrVjFd9SjGNKJvUZukVdx9mJFZYkXW78%3D&reserved=0
> > > > >
> > > > >
> > > > >
> > > > > We suggest you don’t mention any specific movie adaptation in the copy or tweet, and leave it open and generic like in the print, just in case.
> > > > >
> > > > >
> > > > >
> > > > > Do you have a favorite movie? Check if it was based on a book, and you’ll enjoy the story much, much more. Take a look at our latest campaign to find out why. And go to our website to download thousands of free ebooks. #ProjectGutenberg
> > > > >
> > > > >
> > > > >
> > > > > Again, this is only an initial idea, your team can come up with another way of introducing the video and we'll be fine.
> > > > >
> > > > >
> > > > >
> > > > >
> > > > >
> > > > > We'll be sending you updates on the campaign the following days, still pending:
> > > > >
> > > > > The final art for Alice in Wonderland (crossing out the book as we speak - it'll be more than 60% crossed out!)
> > > > >
> > > > > Maybe we do another video for Alice and send your way in the following weeks.
> > > > >
> > > > >
> > > > >
> > > > > Let's keep in touch
> > > > >
> > > > > Thanks,
> > > > >
> > > > >
> > > > >
> > > > >
> > > > >
> > > > >
> > > > >
> > > > >
> > > > >
> > > > > On 5/13/20, 12:12 PM, "Greg Newby" <gbnewby at pglaf.org> wrote:
> > > > >
> > > > >
> > > > >
> > > > > Dear Silvio,
> > > > >
> > > > >
> > > > >
> > > > > This is great work. Thank you. My main request is to add "free" to the tagline:
> > > > >
> > > > > "Download over 50,000 free ebooks."
> > > > >
> > > > >
> > > > >
> > > > > Otherwise, it's not so clear why we are not Amazon or Google Books etc.
> > > > >
> > > > >
> > > > >
> > > > > One minor thing is that the first two page views start out of focus. Is this intentional? Maybe there is a reason for this, but I found it distracting.
> > > > >
> > > > >
> > > > >
> > > > > I like the speckling and the antique paper colors, and the music is great.
> > > > >
> > > > >
> > > > >
> > > > > Thanks again. This is impressive!
> > > > >
> > > > > Greg
> > > > >
> > > > >
> > > > >
> > > > > On Tue, May 12, 2020 at 10:16:00PM +0000, Silvio Caielli wrote:
> > > > >
> > > > > > Hi Greg, hope everything’s good over there
> > > > >
> > > > > >
> > > > >
> > > > > > As we discussed last week we kept thinking on how to adapt our campaign for social media.
> > > > >
> > > > > > It took us a bit longer than expected because it’s more than just an adaptation:
> > > > >
> > > > > > We took a stab at building a short video that tells the same story, and that we believe will work better than a static post in your FB and TW channels.
> > > > >
> > > > > >
> > > > >
> > > > > > In this link you can see the exercise in high resolution: https://nam02.safelinks.protection.outlook.com/?url=https%3A%2F%2Fwdrv.it%2Fcd415f369&data=04%7C01%7CSilvio%40thecommunityus.com%7C796d2b7378e74fcdeccb08d91fc60db7%7Cd52c9ea17c2147b182a333a74b1f74b8%7C1%7C0%7C637575758203863041%7CUnknown%7CTWFpbGZsb3d8eyJWIjoiMC4wLjAwMDAiLCJQIjoiV2luMzIiLCJBTiI6Ik1haWwiLCJXVCI6Mn0%3D%7C1000&sdata=T0BNcuR9PX8y07i%2FmjsZyh53oZLWSPxcwwdyVAZQpeA%3D&reserved=0
> > > > >
> > > > > >
> > > > >
> > > > > > We feel this type of content goes well both with the idea and the PG brand, what do you think?
> > > > >
> > > > > > Please let us know your thoughts as always.
> > > > >
> > > > > >
> > > > >
> > > > > > Once we agree on a final version we’ll send you the videos ready to be posted on FB and twitter following their specs (thumbnails, lower resolution for easy upload and sharing, etc).
> > > > >
> > > > > >
> > > > >
> > > > > > Hope to hear from you soon,
> > > > >
> > > > > > Best,
> > > > >
> > > > > >
> > > > >
> > > > > >
> > > > >
> > > > > >
> > > > >
> > > > > >
> > > > >
> > > > > >
> > > > >
> > > > > >
> > > > >
> > > > > >
> > > > >
> > > > > >
> > > > >
> > > > > > On 5/6/20, 12:33 PM, "Greg Newby" <gbnewby at pglaf.org> wrote:
> > > > >
> > > > > >
> > > > >
> > > > > > Thanks, Silvio. This looks super to me. Please proceed. I'm thrilled to have these ads.
> > > > >
> > > > > >
> > > > >
> > > > > > Once you provide some alternates for social media, we will also circulate those. I will be happy to review, any time.
> > > > >
> > > > > >
> > > > >
> > > > > > Thanks again, and best regards,
> > > > >
> > > > > > Greg
> > > > >
> > > > > >
> > > > >
> > > > > > On Tue, May 05, 2020 at 10:52:35PM +0000, Silvio Caielli wrote:
> > > > >
> > > > > > > Dear Greg,
> > > > >
> > > > > > >
> > > > >
> > > > > > > We’ve put the team together (virtually) to discuss your thoughts and send you a revision.
> > > > >
> > > > > > > So please take a look at the attached.
> > > > >
> > > > > > >
> > > > >
> > > > > > > You’ll see we’re using the new Harrington font for the logo, and we added Gutenberg.org website.
> > > > >
> > > > > > > Having both Project Gutenberg and gutenberg.org felt a bit redundant for a print ad, we should choose one or the other so we’re adding the .org as per your suggestion
> > > > >
> > > > > > >
> > > > >
> > > > > > > Regarding your comment on legibility for social – we totally hear you, and we’re working on an adaptation, we’ll share later this week. We’re trying things out to see if it’s better for your social channels to post a static image, or something slightly animated where we can split the info in different lines. But in both cases, the concept of “If you like the movie you’ll like the book X% more” will not depend on a thin red line as in the print, since the device size might make it trickier.
> > > > >
> > > > > > > Also to have in mind: we have the captions to play with, we can use that in our favor too.
> > > > >
> > > > > > >
> > > > >
> > > > > > > For the print, however, it’s like you said – we’re intentionally trying to generate a bit of intrigue and ask something for the viewer, to make them engage more with the ad. We want them to have to find the message instead of placing it under their noses. And on another layer, we think of this campaign as something with an artistic edge and part of the beauty of it comes with the contrast between the subtlety of our message and the rough blocks of black.
> > > > >
> > > > > > > Legibility won’t be a problem since we’re looking at having two full pages for the first ad, and full pages after that for the other two, so it’ll be clearly legible.
> > > > >
> > > > > > > This being said, and if you agree, we are ready to get the 1st ad published next week.
> > > > >
> > > > > > > To make this happen we’d need to deliver all assets by Friday.
> > > > >
> > > > > > >
> > > > >
> > > > > > > What do you think of the latest?
> > > > >
> > > > > > > Let’s keep the conversation open as long as we need to, we’re pleased to keep discussing things further until we’re both super happy with the result
> > > > >
> > > > > > >
> > > > >
> > > > > > > Thanks,
> > > > >
> > > > > > >
> > > > >
> > > > > > >
> > > > >
> > > > > > >
> > > > >
> > > > > > >
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> > > > >
> > > > > > > On 5/5/20, 7:27 AM, "Greg Newby" <gbnewby at pglaf.org> wrote:
> > > > >
> > > > > > >
> > > > >
> > > > > > > This email has been sent from a source external to Publicis Groupe. Please use caution when clicking links or opening attachments.
> > > > >
> > > > > > > Cet email a été envoyé depuis une source externe à Publicis Groupe. Veuillez faire preuve de prudence lorsque vous cliquez sur des liens ou lorsque vous ouvrez des pièces jointes.
> > > > >
> > > > > > >
> > > > >
> > > > > > >
> > > > >
> > > > > > >
> > > > >
> > > > > > > Dear Silvio, all:
> > > > >
> > > > > > >
> > > > >
> > > > > > > Thanks for this. I'm very happy to learn that you have continued to move forward with these ideas. I like the way you calculated the percentages, and agree strongly with focusing on how much MORE you'll enjoy the full book.
> > > > >
> > > > > > >
> > > > >
> > > > > > > I found the right-facing red text did not stand out very much. Maybe that is your intention. Depending on the size of a print ad, it might be more obvious. For social media, though, we might need text ("If you liked the movie..") to stand out more, or be along the top. Is this something you can respond to?
> > > > >
> > > > > > >
> > > > >
> > > > > > > For the logo: What you have looks good, but I would also add https://nam02.safelinks.protection.outlook.com/?url=http%3A%2F%2Fwww.gutenberg.org%2F&data=04%7C01%7CSilvio%40thecommunityus.com%7C796d2b7378e74fcdeccb08d91fc60db7%7Cd52c9ea17c2147b182a333a74b1f74b8%7C1%7C0%7C637575758203863041%7CUnknown%7CTWFpbGZsb3d8eyJWIjoiMC4wLjAwMDAiLCJQIjoiV2luMzIiLCJBTiI6Ik1haWwiLCJXVCI6Mn0%3D%7C1000&sdata=ofoxeFni3S2Gz4yCj1Rp1ambTDkPhK7gXsKOk6BJSBI%3D&reserved=0 so people can find the site without the QR code.
> > > > >
> > > > > > >
> > > > >
> > > > > > > We have actually been using the Harrington font for our new logos: see https://nam02.safelinks.protection.outlook.com/?url=https%3A%2F%2Fdev.gutenberg.org%2F&data=04%7C01%7CSilvio%40thecommunityus.com%7C796d2b7378e74fcdeccb08d91fc60db7%7Cd52c9ea17c2147b182a333a74b1f74b8%7C1%7C0%7C637575758203873041%7CUnknown%7CTWFpbGZsb3d8eyJWIjoiMC4wLjAwMDAiLCJQIjoiV2luMzIiLCJBTiI6Ik1haWwiLCJXVCI6Mn0%3D%7C1000&sdata=EPyC0EAfBKS7JJXiilt3he9xTbxqm5qe1QDRQUm%2BdyE%3D&reserved=0 .. it is somewhat easier to read than the Gothic-style font. Harrington is part of every design package, so you can use a scalable font (rather than pasting from our logo images).
> > > > >
> > > > > > >
> > > > >
> > > > > > > Those are my thoughts. Please do let me know when the ad runs, so we can highlight it in our social media feeds etc. I will be pleased to review any further revisions.
> > > > >
> > > > > > >
> > > > >
> > > > > > > Thanks again for your valuable work and donation of these ad buys.
> > > > >
> > > > > > >
> > > > >
> > > > > > > Best regards,
> > > > >
> > > > > > > Greg
> > > > >
> > > > > > >
> > > > >
> > > > > > > On Mon, May 04, 2020 at 08:42:13PM +0000, Silvio Caielli wrote:
> > > > >
> > > > > > > > Hi Greg, we hope everything's okay over there.
> > > > >
> > > > > > > > After the initial craze of these days we wanted to let you know where we are with the prints.
> > > > >
> > > > > > > > Besides Maru who you already know, I’m ccing Cynthia that will help us get this thing out of the door.
> > > > >
> > > > > > > > These are great times to encourage people to download a good book for free, so let’s do this.
> > > > >
> > > > > > > >
> > > > >
> > > > > > > >
> > > > >
> > > > > > > >
> > > > >
> > > > > > > > 1 Look and feel:
> > > > >
> > > > > > > >
> > > > >
> > > > > > > > * Please check the attached jpegs and take a look at the design. We really dig it and we believe it has a good balance of readability and "intrigue", to get the viewer wanting to know more.
> > > > >
> > > > > > > > * The % of how much of the story was left out was calculated by counting how many lines were erased, compared to the total lines of the book)
> > > > >
> > > > > > > > * We kept the QR code to link the print directly the book’s page at Project Gutenberg,
> > > > >
> > > > > > > > * We also reworked the copy a little bit: instead of focusing on what you’re missing if you watch the movie, we’re emphasizing how much more you’ll like the story if you read the book. A small but meaningful change.
> > > > >
> > > > > > > >
> > > > >
> > > > > > > > IMPORTANT: Please check and let us know if you’re ok with how we applied the logo – we downloaded a high res file from the web and arranged it in one line for the composition.
> > > > >
> > > > > > > >
> > > > >
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> > > > > > > > * We can publish these prints in the following weeks in The Miami New Times – a local weekly newspaper.
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> > > > > > > > * We’re aiming at 2 full pages for next week and we want to start with our “The Call of the Wild” print if that’s ok for you.
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