“Seek freedom and become captive of your desires. Seek discipline

and fi nd your liberty.”

Quote from the fi ctional Bene Gesserit Coda, Dune by Frank Herbert.

Bohemia Amsterdam creates advertising coming from the heart. From the fi rst contact to the fi nal execution of your awareness campaign, product launch

or guerilla marketing, we work closely with you.We believe that the young and the experienced should work together to learn and inspire.

WE BELIEVE THAT SHARING IS GROWTH.

The Experienced at Bohemia Amsterdam are: Kyra Roest, Client Services Director, who shares her 15 years of expertise with young marketing talent. Victor Neyndorff supports Bohemia with his great smile and experience in Marketing Communications Strategy.

Marco de Boer is in charge of the international creative team. Where Hugo Kalf is responsible for business development. The Young are Bas Huissen and Tom Lawrence; multidisciplined creatives working amongst an always moving team of international

and national designers, photgraphers and illustrators.

BOHEMIA AMSTERDAM OFFERS STRATEGY, BRANDING, CAMPAIGNS AND TOP NOTCH DESIGN FOR MEDIUM TO LARGE ENTERPRISES.

We are Bohemia, where experience meets experiment and vision meets production.

Find us at bohemiaamsterdam.comMake that call! +31 20 42 33 555

St. Pieterspoortsteeg 23a, 1012 HM Amsterdam, The NetherlandsSt. Pieterspoortsteeg 23a, 1012 HM Amsterdam, The NetherlandsSt. Pieterspoortsteeg 23a, 1012 HM Amsterdam, The NetherlandsSt. Pieterspoortsteeg 23a, 1012 HM Amsterdam, The NetherlandsSt. Pieterspoortsteeg 23a, 1012 HM Amsterdam, The NetherlandsSt. Pieterspoortsteeg 23a, 1012 HM Amsterdam, The NetherlandsSt. Pieterspoortsteeg 23a, 1012 HM Amsterdam, The Netherlands

“� is book changed my life”MADELINE ALLFAIR / NYC

� e Cœur of BohemiaJ.D. Huijgens

� e Cœur of Bohemia

Th e Bohemian school of thought was born around 1880 during the Romantic era. Romanticism was a complex artistic, literary and intellectual movement that originated in Europe in the second half of the 18th century and gained strength in reaction to the Industrial Revolution. In part, it was a revolt against the aristo-cratic social and political norms of the Age of Enlightenment and a reaction against the scientifi c rationalization of nature. It was embodied most stronglyin literature, music and the visual arts,but it also had a major impact on histor-iography, education and natural history. By extension, Bohemia meant any place where one could work and live cheaply, and behave unconventionally: a comm-unity of free souls beyond the pale of respectable society. Several cities and neighborhoods came to be associatedwith bohemianism in the 19th and early 20th centuries. Th is book explains the upcoming of Romanticism, the Bohemian Rules of Creativity, the connection to Artmiks, and the reason why this school of thought is more vivid than ever with today’s complex communication cloud and the downfall of individualism.

Bohemia amsterdam

EMBRACE THE NEW

::: ::: ::: ::::::::: ::::::::: ::: ::: ::: ::: ::: ::: ::: ::: ::::::::: ::::::::: ::::::::: :+: :+: :+: :+: :+: :+: :+: :+: :+: :+: :+: :+: :+: :+: :+: :+: :+: :+: :+: :+: +:+ +:+ +:+ +:+ +:+ +:+ +:+ +:+ +:+ +:+ +:+ +:+ +:+ +:+ +:+ +:+ +:+ +:+ +:+ +:+ +#+ +:+ +#+ +#++:++#++: +#+ +#+ +#+ +:+ +#+ +:+ +#+ +:+ +#+ +:+ +#++:++#+ +#++:++#+ +#++:++#+ +#+ +#+#+ +#+ +#+ +#+ +#+ +#+ +#+ +#+ +#+ +#+ +#+ +#+ +#+ +#+ +#+ +#+ +#+ #+#+# #+#+# #+# #+# #+# #+# #+# #+# #+# #+# #+# #+# #+# #+# #+# #+# #+#

### ### ### ### ######### ######### ######## ######## ######## ######## ### ### ###

----------------------------------------

------------------------Interns from outer space passing by Earth

readily find Bohemia Amsterdam. They call themselves the New.

Some speak European languages, some Asian. But they all

share the same eagerness to learn the Bohemian Rules of

creativity. The New are trained and ready to conquer the world.

embrace the new or die.

res * YOUR REASON IS WHY

*

* YOUR REASON IS WHY

If we ask you what do you sell, will you answer, “We build fl at-screen TVs with great colour and the best sound”? Well, that’s boring. It certainly doesn’t make me want to ditch my 2-year-old TV and run to the shop to buy yours. It would all be different if you said, “We want to change your TV experience. That’s why we build great TVs with the best sound available today.”

“People don’t buy what you do, they buy why you do it. And what you do servesas the proof of what you believe.”

Simon Sinek

In other words, at Bohemia Amsterdam we discover your Why to build a cut-out message to it. We do not want to sell What You Make to anybody, we want to sell Why You Make It to your believers. We believe that you can sell anything from the heart in honesty and passion for your reason Why.

What is your reason? Think about it.

If we ask you what do you sel l, wil l you answer… “We build flat screen TV’s with great colours and the best sound”? Boring. That’s not very interesting and certainly does not make me want to ditch my 2 years

old TV and run to the shop to buy me yours. It would al l be different if you would say. “We want to change your TV experience, that’s why we build great TV’s with the best sound of today.”People don’t buy what you do, they buy why you do it. And what you do servesas the proof of what you believe.” Simon Sinek.Bohemia Amster-dam we discover your Why to build a cut out message to it. We do not want to sel l What you

BohemiaAmsterdam

it. We do not want to sel l What you

Help,i called my dog Radical

and now she bites

NAMES HAVE CHARACTER.

It’s an important part of who you are. After your physical appearance, it’s the second thing people connect to you being you. A chihuahua can wear Prada and smell like roses, but name her Radical and everybody thinks she’s evil.

See how it works? Bohemia Amsterdam invented these company names: Yumeko – Dream girl in Japanese for a bedding specialist.Amstel Quartet – a shorter and more international version of Amstel Saxofoon Kwartet. PICNIC – a better Cross Media Week. SLFMD – an abbreviation of Selfmade for a tailor where you can put together your own suit.

BohemiaAmsterdam

This guidebook helps you to find the appropriate name for your son, daughter, business or product.

The Amalgam Complex

MONEY

INSIDE!

Buy this book and become a millionaire!

The Wasabi Inhaler(Free example)

Since smoking has been increas-ingly banned from public places, people are desperately seeking a new addiction. Any good addictive is a bit tough, slightly unpleasant, and a challenge to one’s health. Inhaling wasabi is just that. It works like this:

1) Develop a basic, portable inhaler most likely to become a fashion item designed by Victor & Rolf.

2) Create a wasabi-containing capsule that can be bought at any corner, & use an existing distribution channel such as what’s used for tobacco.

3) Make money like water.

www.bohemiaamsterdam.com

PUSH AND PULLAMEBOHI OHIEMBA

why opposites attract?

Innovation is a balancing act between disruption and enabling. Bohemia knows how to facilitate both.” Marleen Stikker, Waag Society

The same goes for companies working together. Real Bohemians are not looking for other Bohemians. It’s preferable to match companies that are unlike. Mutual respect and understanding turns sharing into multiplying.

OPPOSITES ATTRACT, RUNS THE OLD ADAGE. NOW SCIENTISTS CLAIM TO HAVE FOUND OUT WHY.

This study shows that women are programmed to seek out men whose immune systems are unlike their own.The greater the difference there is in the genes which are key to the immune system, the more likely a woman will stay faithful. But if the genes are very similar, a woman is more likely to be sexually dissatisfied with her partner, have a roving eye and even have an affair.

It is thought that seeking out a mate with a different immune system ensures that the couple’s children will have the strongest defense from disease. Here’s more food for thought: The research could even lead to the creation of a DNA test which would show how likely a woman is to remain faithful.

And it could explain why famously ill-matched couples such as bookish playwright Arthur Miller andHollywood wild-child Marilyn Monroe fall in love.

BohemiaAmsterdam

Don’t be misled by sneakers, baggy pants or bearded smiles. They understand branding.”Guido van Nispen, V-Ventures

“

“

First, humor is the experience of incongruity. You may experience incongruity when you falldown in a situation when you don’t expect tofall down. Or the incongruity can be between

concepts, thoughts or ideas, as is oftenillustrated by the punch line of a joke.

MORE IMPORTANTLY Humor consists of three

components: wit, mirth & laughter.

WIT is the cognitive experience.MIRTH is the emotional experience.

LAUGHTER is the physiological experience.

We often equate laughter with humor,but you do not need to laugh to

experience humor.

Used correctly, humor leads your audience to a common ground of understanding. A feeling

of “we’re all in this together”. Just like a speaker who starts with a humorous anecdote to “break the ice”,

using a funny situation or character can make your audience more receptive as you segue into your selling message.

Humor does not have to be big or even obvious.Your audience has brains, too… right?

Although …. . .

FEEL FREE

BE UNIQUE

- BOHEMIA AMSTERDAM,nice to meet you. LAZY LIMB is our middle name. What is yours? Is it BOY STRUGGLE or SISTER SLOWDOWN?

WWW.BOHEMIAAMSTERDAM.COM

- BOY STRUGGLE recalcu-lates the route to school over and over again, trying to figure out what’s really the shortest way to go.

- Whereas SIS SLOWDOWN continues to whine, making small steps...and in the end she never shows up.

- LAZY LIMB is another type. He knows that he limps. He’s been limping since he was born. Yet somehow he gets to school in time. How? Because he’s lazy. He arranges his every-day ride. He knows which neighbour is willing to take him to school.

You don’t need a BOY STRUGGLE or a SISTER SLOWDOWN. LAZY LIMB will get you where you want to go.It’s not about being clever,it’s about being smart.

What’s in it for you? LAZY LIMB knows his way around. He feels free and proudly uniQue.

- YOU?

Successful Dating in 3 Days

Be Memorable

x

Courses in Dating or Advertising are held regularly in the lounge of Bohemia Amsterdam. If interested in either course, simply contact Hugo Kalf or Kyra Roest, depending on your preference.

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Make that Call. +31 20 42 33 555

Dating is easy. It’s like Advertising. In three days, you’ll find your perfect match. Just follow these rules, whether you’re looking for a lifelong companion or just a fling. Here are a few tips to start:

Define your expectations

Why are you dating? What are you looking for? Do you want a lifetime commitment, or do you want to live completely in the moment? Whether or not you’re seeking a commitment can make a difference in how you approach dating. Don’t go out looking for a one-nighter.

Be selective

Don’t just date anyone who shows a speck of interest in you. Despite what everyone says about not judging a book by its cover, people who are more discriminating tend to be seen as more desirable, probably because having standards shows that you value yourself.

Be interested and interesting

Don’t exaggerate or boast about your credentials, successes, etc. Just tell them what you really enjoy in life, what gets you excited and what you leap out of bed each morning to pursue.

Be honest

If you are not ready to be in a committed relationship, let them know straight away so that you do not give them false hope.

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I.A.M. HOBECAESAR’S

SIGNATURE

BohemiaAmsterdam

Caesar’s signature is a mysterydetective novel by I.A.M. Hobe. IT FOLLOWS SYMBOLOGIST Tanner Brogold as he investigates the appearance of black markings in the city of Amsterdam and discovers a secret society tugged away in what used to be the city bomb shelter. THE TITLE OF THE NOVEL refers to, among other things, the fact that the greatRoman Emperor Gaius Iulius Caesar wasa part of a religious society comparable to the Freemasonry. To mark his member-ship he never wrote his name but simply signed with a cross. HE WAS KNOWN TO BE BRUTAL to hishousehold, climaxing in the rumor that branded his slaves with his simplifi ed sig-nature. During a riot in the late 50 B.C., the cross was used to mark the Roman locations where the society gathered. THE NOVEL IS PART OF the exploration of alternative Roman history, whose central plot point that the emperor was a wor-shipper of Priapus, ideas derived from Tranquillus’ allegories, which were recently discovered and translated by the American historian Margaret Starbird.

I.A.M. HOBE

SIZEDOESNOTMATTER

Emi Boha

Design your game plan and agree

on the size of your playground

before the 3-2-1-GO!

BohemiaAmsterdam

Being creative is not about being

free, it’s about finding the

solution within the restriction.

Size does not matter in that

sense; it’s merely one of the

rules you have to play by.

www.artmiksisdying.com

EXPERIENCE BY EXPERIMENT

EXPERIENCED BY EXPERIMENT

Advertising experiments are full of fun, easy and exciting hands-on experiments that will help you answer a lot of questions. You can conduct these simple, safe and easy-to-follow experiments using everyday materials and recycled items found around your house.

“Remember to always have fun with your experiments and don’t worry if your experiments don’t come out as you would expect – some of the greatest artistic discoveries have been made by mistake.”

- Jeff Banks - Chief Fire Marshal, Bohemia Amsterdam

Our Bohemian scientists are very organized and very meticulous people. When they work on an experiment, they write down what they used, what they did and what happened. It is a good idea for you to keep such a note-book throughout your advertising experiments. This is so you can write about the experiments you are doing step-by-step, what your observations were, and how you came to discover the results from your investigations.

Write your experiments under these headings:Your Aim - Why do you want to do the experiment? What hypothesis are you going to test?Your Method - What are you going to do or test? Make labels and/or diagrams to help keep your method in order.Your Result - As you carry out your experiments be sure to observe what is happening and record the measurements. The numbers tell the tale.

Have a go at these hands-on advertising experiments in a working environment or in your own home.

All topics below are included in the advertising experiments and communication projects:

Mobile advertising • Quiet Radio Commercials • Sticking Sound Logo’s • Park Marketing • Shameless Brute Copy • Video Art for iPhones • Pavement Advertisement • T-shirt Communication Film Festival Trailers • Music Video Clips • Pet Marriages

Story by Claire St.Vincent

After an adventurous day in which the two deer become separated, the young doe is reunited with her mother.

This sweet story follows a doe and her mother as the young deer learns about the other creatures in her Bohemian woodland world, some of which seem a bit scary at first.

Illustrations are takenfrom the Lavital campaign;

A Deeper Luxury

bohemiaamsterdam.com

the Bohemia saga

Face backwardStep forwardNOW A MAJOR MOTION PICTURE

This is your guide for making bad horror movies.Ever want to make the new Jeepers Creepers, Freddy vs. Jason, or Bride of Chucky? Or are you looking for tips and tricks to make a sequel to Twilight Zone V, Zombie Lake, or even One-Eyed Monster?

This book helps you set up a list of clues leading you to suspect the wrong character, mainly the second or third person who got killed after leaving the car / house / train / room / boat in the dark (9 out of 10 times it’s a sexually frustrated guy).

From now on you know how to effectively use that open window, that knife on the kitchen table, that yawn by the next victim, and that bad joke hinting on sexual activities.

After these, we’ll move on to show you how even more subtle messages can benefit your brand essence successfully. Simply because the best shock is unexpected.

“Huh? Where did my keyboard cord go?”

“BOOOOOHEMIA!”

Face backwardStep forwardNOW A MAJOR MOTION PICTURE

BohemiaAmsterdam

5 5678903745568897 0

SixteenA true story

A true story

Do you ever wonder where you will be in 16 years from now? For sure you didn’t think about it the day you were born. None of us did. Regardless, are we unhappy with the result? Some people are.

You’ve had experiences you could not have imagined. You learned lessons the sweet way and the hard way. Do you still remember the first moment you rode a bicycle on your own? Do you remember the name of the first person you French-kissed?

You’ve been given some values that will seamlessly age along with you. Do you still know who told you that cursing is bad? Or that you are supposed to put the seat down when you leave the bathroom?

Bohemia Amsterdam has its roots in 16 years of Artmiks. We’re proud of that and of all the people who’ve helped us grow.And we have the experience to help you grow, too.

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Make a mark.

“All you need to know about markers in one best-seller. I wish I’d written this book myself.” - Eberhard Faber

The breakthrough in pencil technology came when French chemist Nicolas Conte developed and patented the process used to make pencils in 1795.He used a mixture of clay and graphite that was fired before it was put into a wooden case. The pencils he made were cylindrical with a slot. The square lead was glued into the slot, and a thin strip of wood was used to fill the rest of the slot. Pencils got their name from the old English word meaning ‘brush’. Conte’s method of kiln firing powdered graphite and clay allowed pencils to be made to any hardness or softness... a characteristic very important to artists and draftsmen.

Still today, the People of Bohemia use a pencil to make a mark. The mark symbolises a plus sign, a cross, a signature, or just a contemporary I WAS HERE.

To make a mark is in its smallest version a tag, a rather simple gesture. Yet when you look at it more abstractly, to make a mark takes more than a wipe with a pencil. You are looking at a deeper belief that any message should stay longer in your mind than the one second it catches your eye.

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1 2 5 0 0 2 7 4 1 3 5 0

HELLO!my name is

The Era of ShoppingThe Success Story by Bohemia + Aat Vos

BohemiaAmsterdamAmsterdam

The following text is taken from the back cover of Why We Buy, by Paco Underhill.

Is there a method to our madness when it comes to shopping? Hailed by the San Francisco Chronicle as “a Sherlock Holmes for retailers,” author and research company CEO Paco Underhill answers with a defi nitive “yes” in this witty, eye-opening report on our ever-evolving consumer culture. Why We Buy is based on hard data gleaned from thousands of hours of fi eld research in shopping malls, department stores, and supermarkets across America.

With his team of sleuths tracking our every move, from sweater displays at the mall to the beverage cooler at the drugstore, he lays bare the struggle among merchants, marketers, and increasingly knowledgeable consumers for control.

In his quest to discover what makes the contemporary consumer tick, Underhill explains the shopping phenomena that often go unnoticed by retailers and shoppers alike, including:

How a well-placed shopping basket can turn a small purchase into a signifi cant sale• What the “butt-brush factor” is and how it can make sales plummet• How working women have altered the way supermarkets are designed• How the “boomerang effect” makes product placement ever more challenging• What kinds of signage and packaging turn browsers into buyers•

L ibraries all over the world are suffering a downfall in visitors. The majority of people think there’s nothing for them in those

dusty repositories filled with examples from the ancient tradition of book printing. “IT’S BORING,” they say.

WELL, IT’S NOT AT ALL BORING if you turn the repugnant library into a Knowledge Super Mall by using all selling techniques imaginable. Why We Buy tells the secret of this successful method.

For those in retailing and marketing, Why We Buy is a remarkably fresh guide, offering creative and insightful tips on how to adapt to the changing customer. For the general public, Why We Buy is a funny and sometimes disconcerting look at our favorite pastime.

and 152 other recipes

9+1 TIPS TO APERFECT PICNIC

Join at least one picnic a year to keep your mind free and inspired. This book will help you with 152 other recipes to make your party, dinner, drink, birthday, launch or tupperware party to be a success and of great value to all your friends and family.

This book will help you with 152 other recipes to make your party, dinner, drink, birthday, launch or tupperware

1. Make it InterestingMake subjects interesting and easy to follow – think ‘fi nger food’.

2. Things to AvoidAvoid boring speakers, off track subjects, and unattractive locations.

3. Make it SimpleEnsure all picnic activities are simple to organize.

4. Make it Few, Make it WellPrepare just a few things nd do them well.

5. Plan CarefullyDon’t clutter the program.

6. All at the Same PlaceKeep all activities to one area and don’t let the guests laze around.

7. Keep it CoolMake a cool campaign and execute to every little detail.

8. Think Smart and Make it EasyMake use of an easy to followmap on where to go.

9. What You Must TakeThe sun may shine take sunglasses and sun block. Bags to take all rubbish home.Business Cards.

10. What You Must NOT TakeMany colleagues. (this is not the place to meet new people)A Been-There-Done-That kinda attitude. Kids of some sort.

Cross Media Week25-29 September WestergasfabriekAmsterdampicnicnetwork.org

It’s that time again! Time to feel inspired. Time to make connections. And time to play with everything that’s out there. PICNIC ’07 takes you outside the average, feeds you fresh innovations and lets your creative mind off the leash.

Come along and uncork your brain.

UNCORK YOUR BRAIN!

picnicnetwork.org

The sun is shining and everyone wants to head outdoors. Cross media becomes an obsession and what better way to indulge than with a cool picnic. Use these top tips for a successful picnic.

BohemiaAmsterdam

New case studies by ROBER E. MADOC

IdiosyncrasySharing is Growth

idiosyncrasy |ˌidēəˈsi ng krəsē| noun (pl. -sies) (usu. idiosyncrasies)

• a mode of behavior or way of thought peculiar to an individual

• a distinctive or peculiar feature or characteristic of a place or thing

• Medicine: an abnormal physical reaction to a food or drug

“The good thing about people is that everyone is unique. The bad thing about people is that we don’t like people who are different.” Marco de Boer, CD Bohemia Amsterdam

The way to deal with this tangled dualism is to be open-minded and able to speak out, address the differences and respect them. The Bohemian Rule is to share those differences because understanding the differences helps us grow mentally. In idiosyncrasy we trust to enrich our perspective on concepts, designs, copy and the way we work.

Be memorable.

SWALLOW TO DIGEST

HYLA

BARNES

AS SEEN ON T.V.

AMERICA’S NO.17

1 2 5 0 0 2 7 4 1 3 5 0

AMERICA’S NO.17

SWALLOWING IS A COMPLEX FUNCTION. CONSIDERING THAT, IT’S NO WONDER THAT SWALLOWING CAMPAIGNS, BEGINNING WITH THE CLOSING OF THE EYES, HAS BEEN “AUTOMATED,” MEANING THAT NO THOUGHT IS REQUIRED FOR THE ACT ONCE IT’S INITIATED.

Swallowing is controlled by automatic refl exes involv-ing nerves within the parietal lobes and the sensory areas as well as a swallowing center in the brain that is connected to the motor area and Broca’s area.

THE COMPLEXITY OF SWALLOWING CAMPAIGNS ALSO EXPLAINS WHY THERE ARE SO MANY CAUSES OF DYSPHAGIA, A MEDICAL TERM FOR THE SYMPTOM OF DIFFICULTY WITH SWALLOWING.

PROBLEMS CAN OCCUR WITH:

* THE CONSCIOUS INITIATION OF SWALLOWING,

* PROPULSION OF THE CAMPAIGN,

* CLOSING OF THE EMOTIONAL PASSAGES,

* OPENING OF THE UPPER OR LOWER ESOPHAGEAL SPHINCTERS, AND MENTAL BLOCKAGE TO THE PASSAGE OF A CAMPAIGN.

TO GET A CAMPAIGN TO BE SWALLOWED WITHIN AN ORGANISATION, WE FIRST HAVE TO BAN ALL POSSIBLE CAUSES OF DYSPHAGIA. THIS CAN BE DONE WITHIN AN ORGANISATION BY USING FIVE SIMPLE TOP-DOWN MANAGEMENT STEPS:

1. ACCEPTING THE CONCEPT BY THE MANAGEMENT2. MAKING AN INTERNAL PRESENTATION OF THE CONCEPT3. ENGAGING MARKETING TEAMS TO THE CAMPAIGN CONCEPT4. MAKING ROOM FOR ALL TO SPEAK OUT AND SHARE THOUGHTS ON THE CAMPAIGN5. DELEGATING TASKS TO TEAM MEMBERS FOR EXECUTION

In this book we give you more insights on how campaigns are digested, stored or rejected, and how to make them fuel our system effi ciently.1 21 21 21 21 2 5 0 0 2 7

COME WITH USWho made you believe that taking the safe route is harmless?

Are you insecure of nature or do you need proof before you believe? Sorry to hear that. Life must be hard for you. Who told you the red light will turn green,

or that the sun rises every day? Who made you believe that taking the safe route is harm-

less? Being a Bohemian we do not believe in safe routes. There’s not such thing. We can

assure you successful entrepreneurs know one trick. Only one. That’s what they sell.

BohemiaAmsterdam

Bohemian Strategies for Dark Forests

This is a collection of short stories about Bohemian strategies to find a way out of dark forests. The tales will illustrate how to get grip on your sight, describe your mission, define your destination, and create your own path through the wilderness.

With a strict yet easy-to-follow game plan, the Bohemian Strategies lead medium to large-sized businesses to open fields where they can flourish.

Game plan and maps are available on request.

Request your copy of Guides in Marketing from Hugo@BohemiaAmsterdam.com

VISIT WWW.ISSUU.COM/BOHEMIAAMSTERDAM FOR MORE VISUAL STIMULATION

Life is a PLUS

302 UPLIFTING QUOTES

ABOUT SUCCESS

“e do not see things as they are. e see them as we are”

TALMUD

AND MANY MORe!

“ Life shrinks or expands in proportion to one’s courage”

Anais Nin

“We make a living

by what we get,

but we make a life

by what we give”

Winston Churchill

MAke ThAT CAll!+31 20 42 33 555

“If we donʼt do what we wantto do, we wonʼtbecome whatwe want to be”

MARCO De BOeR

“We make a living

by what we get,

but we make a life

by what we give”

Winston Churchill

MAke ThAT CAll!+31 20 42 33 555

The French poet Arthur Rimbaud (1854–1891), born in Charleville,could have been the fi rst Bohemian.

He infl uenced modern literature, music and art, and was known

to be a libertine. He was also quite restless; he traveled extensively across three continents before dying of cancer.

The ability to recover childhood is vital to the creative process. The characteristics

we identify as childlike are:

Trustfulness

Innocence

Curiosity

Excitability

Thirst

Energy

Feeling of freedom

Openness to learning

Maturation

SO… LIVE YOUR LIFE TO THE

FULLEST. SHARE YOUR EXPERIENCES.

WIDEN YOUR PERSPECTIVE.

OLAY TESCO

www.bohemiaamsterdam.com

At their 10th anniversary in 2005, Artmiks founded a new way of connect-ing to the masses by using a single phone number in outdoor advertising.

Proctor& Gamble UK, has proven to be ahead of its time by diving into mobile marketing before the term was even invented with this Olay/ Tesco campaign.

Bohemia Amsterdam

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Bohemia proliferates this concept.

Ad agencies supply what is asked, right? They are paid to blast you with crazy ideas and extravagant campaigns. Yet you probably recognize the space between your brief and their proposal. You doubt whether they understand

your branding, your product or your motivation.

“A partnership with the right ad agency and the right banker meant you

could drive a company to be almostas big as you could imagine.”

Seth Godin, Purple Cow

To us, being your agency means that we are indeed partners. We really want to know everything. We’re not afraid to turn you inside-out with

questions, simply because we might see more of your motives, beliefs or brand characteristics.

+31 (0)20 42 33 555

You realize: “Wait a sec – they’ve never asked me anything!” Their account administrator is relieved when she can put down

the phone without answering your ‘difficult’ questions. This is not what campaigning in-depth is about.

We can only get answers if we’re not afraid to ask. There is no such thing as a stupid question. And there’s nobody who knows your product better than yourself.

Tell us about it when you call us.

YOUR MOM WAS RIGHT

THE FOLLOW-UP TO THE AWARD WINNING “YOUR DAD WAS RIGHT”

BohemiaAmsterdam

AS WELL

Here’s our free Bohemian mother’s advice for today: Choose Happiness. The basic choice in life is to be happy or not,

so why not choose being happy? What have you got to lose?

This is the sequel to the best-seller YOUR DAD WAS RIGHT on modeling the things you want your kids to learn. In YOUR MOM WAS RIGHT TOO, we talk about the repetition of your message. Because if your actions don’t match your words, children will follow your actions before they follow your words.

How do I know this? By watching my four-year-old son. I see him mirror me all the time. I love when I see him mirroring me when I’m being polite, showing kindness, and thinking through problems. When I see him mirror bad things like getting overly frustrated or getting more angry than is necessary, that’s when I really take notice and say to myself,

“Hey, get yourself in check, Mom! He’s copying YOU!”

When this happened the other night, we decided to write this book about the things we teach our pupils. We’re sharing it with you, not to say that this is the best list for you to follow, too, but rather to spur you to come up with your own list.

www.bohemiaamsterdam.com

The 30 chapters go by titles such as:Work From The Heart / Check With Your Mind, Step Back to See the Big Picture, Respect Authority, But Also Be a Concept Leader, Frugality and Saving Ideas, Sharing is Growth, Always Be Learning, Enjoy Creativity Often, and Smile a Lot Every Day.

In innovationwe believeSecond Edition Includes Social Media

In Innovation We Believe provides a current and comprehensive discussion of influential advances in communication. The main goals of this approach are to portray the strengths and weak-nesses of communication innovations; to help where these alternatives fit in the broad scheme of social inquiry; and generally to guide in the evaluation and critique of innovative alternatives in order to reach a more sophisticated level of understanding.

In Innovation We Believe also includes work developed outside the field that has strongly influenced the digital natives of today’s commu-nication. This second edition has been completely updated to include new or enhanced coverage of several communication alternatives including; post-colonialism, critical race theory, new generation social penetration theory, global effects of Social Media and mass media reception theory.

In Innovation We Believe explains that all innovations in communication are merely new and supplementary ways to communicate. They add to the endless list of alternatives and are to be used when appropriate.

Yours truly, the Innovation Believers of Bohemia

ELITEDELETE

AmsterdamBOHEMIA

Say hello to Synergy

and goodbye to Hierarchy.

This is the end of damnation to restrictions.

We welcome the open-minded,

the trustees of free creation.

“I PROMISE A FRESH SPIRIT

IN COMMUNICATION.” Kyra Roest

kyra@bohemiaamsterdam.com

The time has come where we can shake hands with everybody and nobody inparticular. The time of the equal voice. We can say what’s on our mind to create better work.

It’s easy and safe to copy successful products and campaigns. You know ‘change it a little and claim it as your own’. There are some successful copycats out there, but you will give your brand a much more stable and unique identity when you stand apart from the crowd.

“Remarkable marketing is the art of building

things worth noticing, right into your product

or service. Not slapping on marketing as

a last-minute add-on, but understanding

that if your offering itself isn’t remarkable,

it’s invisible.” Seth Godin, Purple Cow.

We follow this point of view like no other: Be unique to be remembered. We can help you with that... let that be clear.

With Bohemia, your brand will go precisely where you want it.

A.C. NieuweNhuis

The TAlkiNg sTiCk

A.C. NieuweNhuis, The TAlkiNg sTiCk� e Talking Stick was a method used by Native Americans to let everyone speak their mind during a council meeting, a type of tribal meeting. According to tradition, the stick was im-bued with spiritual qualities that called up the spirits of their ancestors to guide them in making good decisions. All members of the circle had equal rank, and the stick ensured that anyone who wished to speak could have their ideas heard.

“Whoever holds the talking stick has within his hands the power of words. Only he can speak while he holds the stick, and the other council members must remain silent. The eagle feather tied to the stick gives him the courage and wisdom to speak truthfully and wisely. The rabbit fur on the end of the stick reminds him that his words must come from his heart”.

locust, 1998

At Bohemia Amsterdam, we prefer to use this method symbolically. We don’t sit in a circle or hand out sticks to anyone who wants to speak (but we sure do like our tepee). � e fact that we prefer to listen over speaking helps us to understand clients, situations and questions.

BohemiaAmsterdam

BohemiaAmsterdam

miee tu got killedThe unheralded last episode of the

endless story of a die-hard-try-hard

is a written version of an oft-told story about a cowherd who lived not too long ago. He did everything second-best and never got to improve him-self. He was second out of bed, second at the ranch. The man was even second with driving the cattle to the barn for winter. Still, he pointed to the number one and said, “Miee Tu made it as well.”

SPOILER ALERT: MIEE TU DIDNT MAKE IT. FOR THE RECORD: MIEE TU WAS NOT CHINESE.

driving the cattle to the barn for winter. Still, he pointed to the number one and said, “Miee Tu made it as well.”

BOHEMIAN

TIP:TRY HARDER

THIs

Claiming

From iClaim For Dummies, 7th Edition

Read more! www.bohemiaamsterdam.com

Claiming For DummiesFrom Claiming for Dummies, 7th Edition

This cheat sheet consists of several helpful tables and lists containinginformation that comes up repeatedly when one is working with iClaim.In one place, you can get a quick answer to a number of questions that frequently arise during an iClaim development effort.

iClaim Criteria for Businesses

To ensure that your statements are designed to hold your status reliably, you need to be sure that they are not subject to modifi cation anomalies. Standardizing your statements will give you that assurance. Compare the criteria in the following list to the statements in your iClaim.

Your business must be in the fi eld of your iClaim statement.• Your statement must be valid.• Your statement can carry an annual edition number. •

For example: MARCOM09, MARCOM10.All items must carry the same statement.• The order of appearance does not matter.•

GRP oF CPC?

Marcom09_AD_190x131.indd 1 2/10/09 6:22:30 PM

www.bohemiaamsterdam.com

Th e Spiritof Renaissance

Roco Dramé

*

*Paintings by Marco Ventura for Elsevier.

Collaboration in science goes back to the early days of the Renaissance. No wonder publishers like Elsevier who facilitate global knowledge are proud presenters of modern-day humanism.

By voting for world - famous scien-tists in their field, Elsevier celebrates the “big mind”. This books leads you through their selection of the great thinkers of today being portrait by the Italian Marco Ventura, the only Flemish Primitive painter still alive.

Renaissance humanism was an activity of cultural and educational reform engaged by scholars, writers and civic leaders who are today known as humanists.

It developed during the 14th and thebeginning of the 15th centuries, and wasa response to the challenge of Mediæval scholastic education, emphasizing practical, pre-professional and - scientific studies.

The Spirit of Renaissance

*

*

*

BOOK OF ADVERTISING

EXPLANATORY NOTES, REMARKS, ETC.

the

detailing the labors of the

to which are added

divided in three main sections

Recognized, Young Talent, and Interns

distilled by the Bohemia Amsterdam team

with three hundred and twelve illustrations

BY HENRY STEPHENS

Account Manager, Affi liates Director, Analyst, Art Director, Brand Consultant, Business Development Director, Campaign Executive, Client Services Director,

Content Director, Copywriter, Creative Director, Designer, DM Specialist, Editor, E-mail Marketer, Flash Designer, Flash/Actionscript Developer,

Illustrator, Information Architect, Interface Designer, iPhone/iPad Application Designer, Managing Director, Marketing Director, Motion Graphics Designer,

New Business Director, Picture Researcher, Production Manager, Project Manager, Proofreader, Researcher, SEA Specialist, SEO Account Manager,

Social Media Specialist, Strategists, Studio Manager, Traffi c Manager, Usability Analyst, Visualiser, Web Designer, Web Developer and Webmaster.

Account Manager, Client Services Director, Creative Director, Business Development Director, Creatives and Strategists.

Content Director, Copywriter, Creative Director, Designer, DM Specialist, Editor, E-mail Marketer, Flash Designer, Flash/Actionscript Developer,

Illustrator, Information Architect, Interface Designer, iPhone/iPad Application Designer, Managing Director, Marketing Director, Motion Graphics Designer,