Tag Archives: agency

how does my interpretation of the Amy Winehouse archetype measure up?

every once in a while something chugs over in the great universal consciousness machine’s XX meta-chromosomes and a new female archetype is born. “Archetype” is just a fancy way of describing an idea so distinctive you can copy it whenever you run out of ideas, or you can just copy bits and pieces of it, which is what most ppl do. amy winehouse is one of those amazing phenomenons, and probably the most recent female archetype to be accepted by mainstream collective consciousness.

anyway i think my interpretation of the winehouse was very convincing on friday. let us compare my costume with other winehouse interpretations:

A traditional take on winehouse. Note the R55 tattoo and even the lilting bra strap.

My rather traditional take on winehouse. Note the R55 tattoo and even the lilting bra strap.

A less traditional interpretation of the archetype. It says, even though i am nothing but a hound dog, dogs also have demons. We also make bad choices in our relationships. Addiction can happen to anyone.

A less traditional interpretation of the archetype. It says, even though i am nothing but a hound dog, dogs also have demons. We also make bad choices in our relationships. Addiction can happen to anyone.

This very dignified interpretation is very meaningful and accurate of the winehouse archetype. Behind the channeller is someone who could be described as a Blake force, which is a bad vibe thats trying to bring you down. This tells us to be strong and rock the beehive even though we got drunk one night and married a man who wears pastels. Divorce is not ideal, but it is a way out.

This very dignified interpretation is very meaningful and accurate of the winehouse archetype. Behind the channeller is someone who could be described as a 'Blake force', which is a bad vibe that's trying to bring you down. This tells us to be strong and rock the beehive even though we got drunk one night and married a man who wears pastels. Divorce is not ideal, but it is a way out.

Here is my interpretation, with Jabu, who plays the role of my psychiatrist / rehab physician. Here we can see how the Winehouse can represent positivity and hope, healing and freedom from judgement. Everyone deserves a second chance, and anything is possible with a good tan.

Here is my interpretation, with Jabu, who plays the role of my psychiatrist / rehab physician. Here we can see how the Winehouse can represent positivity and hope, healing and freedom from judgement. Everyone deserves a second chance, and anything is possible with a good tan.

This version of the Winehouse archetype makes us come face to face with our own possible weaknesses. The smear of cocaine across the nostril stands for that warm feeling we all get from sitting on the couch doing nothing, rather than striving for our goals. The blood signifies attempts to change that have gone awry. And the earrings alert us to the fact that there is a 50% sale at Claires. Everything must go.

This version of the Winehouse archetype makes us come face to face with our own possible weaknesses. The smear of cocaine across the nostril stands for that warm feeling we all get from sitting on the couch doing nothing, rather than striving for our goals. The blood signifies attempts to change that have gone awry. And the earrings alert us to the fact that there is a 50% sale at Claire's. Everything must go.

All in all, I feel like my interpretation helped me connect with my inner strong yet vulnerable woman who would rather date a drug-addled nobody than date no one at all. It also got me to brush out the knots in my hair so that i could make more knots. Thanks must go to my fabulous boss and stylist Jenny Ehlers, who plugged no less than 250 pins into my beehive.

Last archetype interpretation for bonus points:

This interpretation of the winehouse archetype says a) im white trash and amy is the class i aspire to b) my mom wont let me cut myself so i cut my Mr Price tank top (2 for the price of 1 so no biggie) or c) when i finish Matric im gonna wear this every day to tech and i dont care what my friends think because they just judge me anyway.

This interpretation of the winehouse archetype says a) i'm white trash and amy is the class i aspire to b) my mom won't let me cut myself so i cut my Mr Price tank top (2 for the price of 1 so no biggie) or c) when i finish Matric i'm gonna wear this every day to tech and i don't care what my 'friends' think because they just judge me anyway.

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judgement day

it’s here. the day of the xmas party is finally here. leaving in an hour. petrified.

The party committee can smell fear.

The party committee can smell fear.

getting my poker on. proving more lucrative than freelance.

Rei, Rei’s copywriter Justin and i mooched on over to Jody’s quaint seapoint palacio to play poker on thursday night. the night began with chips and beer, peaked at imported butter biscuits with chocolate on them and shuddered to a climax with bags of woolies gum sweets and some coke light. the life of the young and the risky.

The flailing neck in the corner is Jody. His contortion followed him mumbling something about a bald spot.

The flailing neck in the corner is Jody. His contortion followed him mumbling something about a bald spot.

things went really well considering it was the first time i played for money. in fact around half way through the evening i was a veritable mogul and the rest of the players were wagering their iMacs, their Flickr Pro accounts and one brave sod offered up a removable hard drive to make up for the fact that they didn’t have any chips left. then i went and did what every overconfident, sugar-rushing poker players does; i started abusing my power and making silly bets that i didn’t even care that much about when i really should have folded until 10 minutes before cutoff time and then forced the remaining chips out of the corners of my dwindling foes. but i didn’t do that – i lost my wealth and my power, miserably. i went all in and came out all out. but it did teach me a few very valuable lessons that i can apply to every day agency life.

Head down, game face on, dignity left at the door. A bit like presenting a concept to a client who doesnt like concepts.

Head down, game face on, dignity left at the door. A bit like presenting a concept to a client who doesn't like concepts.

lesson #1: if you don’t have money to start with, you’re not going to make money. you might make a little money. pussy money. but this is not going to make you rich, and you should keep visualising that wine farmer / applying for a management position / ‘moving into PR’.

lesson #2: once you click how the game works, you will think you own it, and that it’s your bitch. the game, like advertising, is not your bitch. it will lull you into a false sense of confidence in your wildly wonderful creative skills / card flare / luck vibes, but ultimately, you will spend a lot of time beating yourself up for folding before you saw the cards / doubling up the blinds when you were rich / talking like a texan oil baron because that’s the effect money has on you.

lesson #3: the person to your left, whom you call a friend during daylight hours, is fucking you over and cheating you out of your money. i don’t even need to put an advertising spin on that one.

lesson #4: the drunker you can be while playing, the better. sucks for me, since i still haven’t decided on a brand alignment or signed an endorsement deal with an alcopop. 2 cans of coke light down and you get a little jittery. you get annoyed that you have to keep telling the person to the left that it’s their turn. when you tap out your host thinks there’s someone at the door and when he jumps up to answer it, you want to kill him, so you shove a handful of woolies sweets in your mouth and make a resolution not to eat carbs tomorrow. gah!

lesson #5: poker is way better than ad agency-based book club. and i don’t just say this because the king james book club has rejected my application to join them in their naff little meets in the library on fridays. i don’t even want to join their bookclub. i already have a bookclub, even though it’s in jozi, and i hardly get to see them, but i get to watch them on tv because they are so fabulous top billing and the like enjoy following them around. i say this because when we play poker, we all start out as equals, whereas agency bookclub seems to have some sort of strange heirarchy built into it involving a chairman who doesn’t even work at the agency and looks like stephen king. i’m not bitter. i’m just saying.

self-conscious media

my boyfriend. he’s making it:

A final proof in a test prints body.

A final proof in a test print's body.

this got me thinking about things. about how we go about our days in-agency, creating stuff that sometimes gets used, but let’s face it most of it doesn’t. and where does it go? what does it do? i’ve also been reading Eckhart Tolle’s new book called A New Earth and in it he talks about how everything – even a rock – has an energy or a spirit. which makes me even a little more creeped out by the ideas we have which never come to fruition and instead lie around on scamp pads and in expensive half-filled Moleskines for ever and ever.

One of my books filled with ideas that will make me a millionaire.

One of my books filled with ideas that will "make me a millionaire". Will this happy rainbow hand sign come and poke my eyes out in the night? I'm not coping.

“Inside every double-paged spread is a billboard waiting to break free.”

I once read a book called The Raw Shark Texts about a guy who got haunted by Conceptual Sharks – which are basically forgotten ideas that have ganged up together and become quite vicious and ready to bite a chunk out of your brain. That book freaked me out as well. I had visions of that half-finished campaign about a sneaker cleaner creeping up on me at inconvenient times. Like when you burp up tequila in your monday morning status meeting. And then the realisation dawns that you weren’t drinking tequila last night and all you can remember is kissing your mom goodbye when it was still light…

So ANyways:

Check out this new fashion (also invented by my boyfriend) when you print out text brackets and stick them on your REAL face to give yourself a touch of digemo / abbbreviated text cool / to better convey what you are feeling  to young people who only understand stuff when it’s followed by an emoticion 🙂 Coming soon: (!!!) in the middle of your forehead.

At first glance this young lad appears to be slightly perturbed, but from the smiley face brackets on his glasses you can see he is actually in quote a good mood.

Digemo Doo: At first glance this young lad appears to be slightly perturbed, but from the smiley face brackets on his glasses you can see he is actually in quote a good mood.

fire the proof reader and pay me, since i’m doing their job.

Uh oh. Big time, if you think about how many people should have seen this before it landed up in the deli section of the V&A Waterfront Pick n Pay Cape Town.

Uh oh. Big time, if you think about how many people should have seen this before it landed up in the deli section of the V&A Waterfront Pick 'n Pay Cape Town.

…and we’re back!

wow. it’s been a while. a whole month in fact.

i would have got my act together sooner but both firefox and safari have not been able to log me in on my new machine. safari just flat out crashes. so i’ve turned to Opera. what a relief to be able to browse the net properly again.

i had an amazing holiday. spent a lot of time getting fit. got some decent running shoes. upped my running time. just generally spent time in my body, which doesn’t sound that great but if you work in an office from 9-5, especially in the ad industry, you’ll probably agree that it’s a luxury just to be physical and do a little sweating.

i’m really enjoying my new job so far. it helps that i know the people i’m working with already, so it’s not completely new. it hasn’t been too busy either, so i’ve been able to ease back into things.

today is also my 25th birthday. a whole quarter century. like a quarter pounder, except way better. in fact a quarter pounder does not compare. this morning while half asleep i had a dream that ‘the planets were aligning’, which i took as a good sign. i also woke up to tea in bed and a gorgeous Adidas Originals Grey Satin Hoodie – a gift from my special boyfriend. another great gift i’ve received would be Pleasures of the Damned, an anthology of the poetry of Charles Bukowski. So far so good.

i’ll upload some photos from my break a bit later.

consumer collaboration tours (Colab)

we do some fantastic work with brands that want consumer input right from New Product Development stage through to marketing, and our latest project took Priscilla and I to Joburg, Pretoria and Durban. I love working on projects like these because it means getting to meet all the crazy cool people in our grass network, and actually spend time with them while still getting creative on some very forward thinking brands.

here’s one of our grasses at our Cape Town session:

orange top

and this is at Bean Bag Bohemia in Durban

beanbagbohemia

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soulsbbb

poetrybbb

paintingbbb

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i don’t have very many other photos because i was running the sessions but i’ll be getting more from our photographer.