Ruby Pseudo
‘Giving it a shot might not make you a winner, but giving it up will definitely make you a loser.” Allen, Beijing…
It’s funny isn’t it? I’m always hearing people talk about widgets, applications this, online social network that, but – at the heart of what Laureline, Leia and Allen all talk about – none of these things really matter, nor even exist.
Following on from our last ‘assignment’ around their thoughts on the recession, we asked the bloggers to tell us about stuff that made a difference to them, about stuff that has a positive impact and feel in their wide, wonderful worlds…
Laureline talks us through her time in the mountains, 50km away from Grenoble and Leia her time in the woods, by the lakes and out in the middle of the sea, rigging the boats. Allen talks eloquently on team spirit, playing the game and how winning isn’t the ‘all important’ everything. With Laureline, out there in her new, wide-open space, she even writes the words ‘green’ in capitals… It’s an interesting thing to consider isn’t it? There we are, shovel shuffling them online, and the times they’re enjoying the most cost nothing and exist outside of a cable connection. Leia visits a place with no phone service and whiles away her time without the Internet… ‘Back to Basics’, it seems, works too.
I think, all too often, brands build ways to bring people together that are immersed in the modern. They forget the beauty of open fields and bright, blue skies and put the youth market indoors, online, and almost ‘out of the way’. As the rise of festivals across the world, [and the attendant international audience all show], however, this is how the global truly like to gather. Feeling part of something, and feeling part of a bigger something genuinely matters.
I love the essence of emotional education that comes through with each of the blogger’s brilliance too. Allen’s piece, for example, is loaded with life lessons, from the coach’s thoughts on spirit and winning through to the importance of dreaming; rather like Leia loosing herself on the road and getting in to ‘this zone, where you forget about everything and just listen to your music’. Passing on their own, worldly wisdom is a big part of what they like to spend time doing, whether it’s listening to the technical chat of other musicians to telling kids sisters about High School before your own, next life stage happens – this is an audience who like to help others, swap intellect and learn lots along the way.
The ‘free economy’ of course, is big business. Few of Leia’s posts neglect to mention money, but few of her favorite times actually necessitate it either. Conversations are a currency within themselves, but it costs nothing to have them. Talk truly is cheap, and the communion of communication imperative.
Brands need to know how to bring the youth market together politely and properly. How to give them the tools to talk and the space to wonder and wander should be rooted at the core of any campaigns you consider, and how to allow them to be themselves, wherever they want, crucial Whilst I’m loath to quote silly old Sting here: it really is important to ‘set them free’. Shame this isn’t a message in bottle really, a blog will have to do.
Innit. Ruby Pseu. x


















