5. Addictlab’s own publications are experimental
tools, to build the community, accelerate
creative talent, and create bridges between
advertisers & content.
6. 1. Addictlab services : CONTENT
- Database of over 10.000 concepts & stories
- Grows with every new ‘lab’research
- Can be activated by/for clients, advertisers & by/for readers
8. 2. Addictlab services : STRATEGY
Work with Addictlab for creative & innovative strategies for your
publications:
Strategical
Look & Feel (award winning graphic design)
Branding & communication (award winning advertising concepts)
9. Quantum leap theory for magazines
About brand energy. (Jan Van Mol, Ad!dict #26, Brand Research)
ST 3D
Your brand/magazine is
SA created by Brand-molecules:
His MA
SH
Sales
BrMo Management
Products
EVR Services
AS
Environment
Share holders
CO People
SER
PR Brick & mortar
PE
Human resources
Assets
HR History
Competitors
Social Tissue
…
10. Brand identity = point of gravity
ST
SA
His MA
SH
BrMo
EVR Br
AS
CO
SER
PR
PE
HR
11. Definition of innovation
Innovation = controlled power boost on those elements too slow or too far from the center, so
that your brand gets to another energy level.
ST
SA
His MA
SH
Innovation
BrMo
EVR Br
AS
SER
PR
CO PE
HR
12. Strategical experiments
Ask for Addictlab experiments with
- extreme customisation
- Shortening the distance between reader & editorial
board
- Readers as distribution system
13. 3. Addictlab services :
BRANDS/MAG LAB
Linking brands with your magazine on another level.
Creative ideas that are
- authentic stories
- beneficial for your own brand
- Beneficial for your client/advertiser
- generate PR
14. ADS ARE CONTENT
Treat your readers with respect.
(addictlab mentioned creative teams, brand, reason
why, in the content pages of the magazine)
15. BRANDS/ADVERTISERS ARE
PARTNERS, not cm2 buyers.
Addictlab developed an ideation program to create a bridge
between the needs of the partner/brand/advertiser and the
branding/commercial/editorial needs of the magazine.
Magazines, this way, are creating a link between readers and
brands on a very credible way.
Magazines are building their own identity.
Brands are getting their PR/AD targets and have extra rumour
around the brand/product/branding ideas
16. Client: DIESEL
Challenge: campaign/ new Diesel collection
Addictlab : LUMEN issue
Concept clothes that emit light based
on our emotions. Output:
- Photoshoot
- graphic interpretation
- prototype jacket
- exhibition
Bridging the distance between magazine & advertiser
17. Client: NIKE
Research : The Olympic Ad!dict
European sprinter Kim Gevaert
Athlete turned into artist
Concept : let’s try to capture speed.
Athlete ran over a canvas of 100m.
Audio recorded
OUTPUT:
100m long artwork
Audio & video show
Pages in magazine
Exhibition in art environment
Free PR
Bridging the distance between magazine & advertiser
18. Client: HARLEY-DAVIDSON
Addictlab research : The Noise issue
Discover the noise of the Harley Davidson via the
Addictlab website
Bridging the distance between magazine & advertiser
19. Client: LEVIS
Addictlab research : THE NOISE ISSUE
The ICD jacket prototype was given to the
band SOULWAX.
Via the Addictlab website, you could fill in
your phone in a field, & click a button.
Your phone would ring, and the jacket’s
phone would ring.
You then were having a talk with the
Soulwax Lead singer, or whoever was
wearing the vest.
Bridging the distance between magazine & advertiser
20. Client: NIKE
Product presentation using heat sensitive ink.
Ad!dict theme : The LOVE issue
Only by giving this AD love by taking the page with two
hands, the ink will disappear and you’ll be seeing the
warm fleece the model is wearing.
Bridging the distance between magazine & advertiser
21. Client: LANCÔME / Trésor
Challenge: create brand awareness / PR on Trésor
INPUT & RESEARCH
Methodology: Inspiration Shower use of labfiles
Core team: 2 Labresearchers (IA/JVM) Brand research /
Lab resources: +/- 30 labmembers fashion lab / design lab
/ art lab
OUTPUT
Pop-up exhibition on Mothers day.
Exhibiting reflections, visions and artwork of 30 labmembers from different
cultures on ‘Contemporary women & mothers’
• collaboration & interaction with media & womens’ magazines
• invitation for visitors/readers to contribute to the event
• execution & production of exhibition/event/communication
•Flyers/banners/street communication
•Collaboration with selected shops & boutiques.
•Mini-addict magazine
Bridging the distance between magazine & advertiser
22. 4. Addictlab services :
Reader collaborations
Setting up of crowdsourding concepts allows your readers to
- Collaborate
- feel respected
- be integrated
- be accelerated
23. Brusselslab.com
Different lab projects with
different magazines,
Eg Flanders Today,
The Bulletin:
‘Your idea on Brussels’
Empty idea pages that can be
filled in & sketched on by
readership.
Weekly selection &
publication of the ideas
OUTPUT:
Exhibition & more
24. Brusselslab.com
Magazine Readers &
Addictlab
members
participating in the
ideation process
OUTPUT:
Bi-weekly pages in the
magazine showing
new ideas.
+ exhibition
25.
26. Innovation bottom up system
Addictlab sets up workshops with students and larger
crowds, resulting in concepts that create genuine
stories.
The following bathtub (by Labmember Flore De Crombrugghe) -
showing how much bottles of drinkable water you
waste when taking a bath - is a result of this process
in the eco-lab research.
27. Reader based content generation
Workshop with creative talent resulted in this concept
of a bath tub : fill till 50 and you understand you’re
wasting 50 bottles of drinkable water.
28. 5. Addictlab services :
INCREASE THE MAG EXPERIENCE
Create 3D - tangible experiences with your magazine
Exhibits/events/3Dshows/..
Bring your content to life.
Create your magazine-community.
34. •Temporary space
•Discovering new talent
•Inspiring a large audience
Allowing the industry to tap into
creative resources and set up
brainstorming sessions &
workshops.
37. 6.Addictlab services :
AUTHENTICITY
Out of the box projects attract a level of authenticity and genuity.
People want to do good. Some projects are living proof of that.
38. Looking for authenticity
Questioning the authenticity of a Diesel collection based
on ‘India’, Jan Van Mol took the clothes and went to
India to work with local labmembers to change the
collection.
Miss Netherlands, with Indian roots, flew over for the
photoshoot.
One of the labmembers worked for Diesel afterwards.
39. Diesel :
olyndian project.
Selecting local labmembers to ‘change’
the Indian inspired collection.
Production & shooting in India.
Bridging the distance between magazine & advertiser
42. 7. LOW HANGING FRUIT
Possible quick wins for both you & addictlab, based on your
activities & needs, or on Addictlab’s agenda.
What you need might, already be in our database.
43. Possible quick solutions &
opportunities
Addictlab ‘s presence at the LIFT conference (Geneva)
Installation of a ‘Inspiration Forest’ in collaboration with DADI,
Edelweiss?
On every ‘treetable’ is a DADi/Edelweiss/.. magazine
Great coverage
Local link
44.
45. Possible quick solutions &
opportunities
iPAD Application Addictlab: Designweek
shows every week a new designer.
Create partnerships with one of your
magazines
Change look & feel to that of your
magazine
Adapt iPad app to content
needs of your magazine
(designweek/fashionweek/..)
46. Possible quick solutions &
opportunities
Touristlab research:
Open up Touristlab research to local market
include your readers
sell/give away touristlab gifts
(create products, such as the city map foulard)
47. Possible quick solutions &
opportunities
Luxury research
Artist vision on the luxury industry
resulted in the concept & realisation of
fake watches : digital printed foulards.
Basel World, Luxury items,
give aways
Subscription gifts
...
49. Are you looking for a magazine concept to
add to your portfolio?
From Ad!dict magazines sold in 30
countries, Ad!dict publications
have turned over the years into
inspiration books printed on
demand or with free content
when sponsored.
Maybe the time is right to have a
real publishing partner and turn
Ad!dict into an international
thought provoking trend
forecasting magazine, to/by/for
a high end creative group of
people.
51. #29 Research on
emerging
technologies
In collab. with IMEC, MOMA
(NY), Design Incubator
centre (Singapore),
Domus Academy Italy),
V2 (Netherlands), Science
Gallery (Ireland), etc, etc.
52. #30 Ideas for greener
cities
Ideation project, sponsored &
supported by the Flemish
department Nature &
Forest
56. More thoughts:
Your editorial board/sales team/publishing portfolio responsible
might be interested in one of our ongoing labs such as the
Chocolate Lab
Luxury Lab
Womens Lab
Urban Green Lab
(195 labs have been opened the last 15 years)
Or let’s open up a lab for your specific needs.
