{"id":2032,"date":"2020-03-30T09:19:57","date_gmt":"2020-03-30T06:19:57","guid":{"rendered":"https:\/\/newframe.ro\/in-izolare\/"},"modified":"2021-02-21T23:59:28","modified_gmt":"2021-02-21T21:59:28","slug":"in-izolare","status":"publish","type":"post","link":"https:\/\/newframe.ro\/en\/in-izolare\/","title":{"rendered":"\u00cen izolare"},"content":{"rendered":"

Ce lini\u0219te e aici! \u0218i unde e toat\u0103 lumea?<\/i><\/span><\/p>\n

Era singur. Acolo, pe foaia de h\u00e2rtie unde fusese l\u0103sat de copywriter cu c\u00e2teva zile \u00eenainte ca biroul s\u0103 r\u0103m\u00e2n\u0103 gol. Un copywriter c\u0103ruia nu-i lipse\u0219te niciodat\u0103 pixul \u0219i c\u0103ruia \u00eei place s\u0103 lase adesea noti\u021be pe foaie. Mirosul discret al pastei sau cernelii \u0219i sunetul de neconfundat pe care instrumentul de scris \u00eel produce \u00een timp ce a\u0219terne idei pe foaia alb\u0103 \u00eei provoac\u0103 o pl\u0103cere unic\u0103 legat\u0103 de profesia lui. \u0218i-l duc cu g\u00e2ndul la tot ce-au \u00eensemnat de-a lungul veacurilor. Pentru c\u0103 de multe ori istoria nu a fost doar scris\u0103 dup\u0103 ce s-a \u00eent\u00e2mplat, ci a luat na\u0219tere din v\u00e2rful unei peni\u021be. S-au scris legi \u0219i declara\u021bii care au schimbat destinele na\u021biilor sau epistole care au n\u0103scut iubiri febrile ori care au alimentat alte pasiuni la fel de intense. \u0218i s-au scris pove\u0219ti. Pove\u0219ti care au schimbat lumea. \u0218i el scrie pove\u0219ti, doar c\u0103 \u00eemp\u0103ra\u021bii, prin\u021belese, magii sau vr\u0103jitoarele s-au transformat \u00een branduri, produse \u0219i beneficii. \u0218i chiar dac\u0103 poate nu schimb\u0103 lumea, pot oric\u00e2nd s\u0103 schimbe m\u0103car ni\u0219te preferin\u021be sau un excel cu bugete.<\/p>\n

Nici la pr\u00e2nz c\u00e2nd se str\u00e2ng to\u021bi jos \u00een buc\u0103t\u0103rie la mas\u0103 \u0219i las\u0103 birourile goale nu e at\u00e2ta lini\u0219te. Oare ce se \u00eent\u00e2mpl\u0103?<\/i><\/span><\/p>\n

Headline<\/i>-ului captiv pe foaie \u00eei lipseau r\u00e2setele, discu\u021biile despre lucruri mai mult sau mai pu\u021bin importante, brainstormingurile \u0219i tot felul de alte momente de socializare la care fusese p\u0103rta\u0219 \u00een existen\u021ba sa at\u00e2t de recent\u0103. Prinsese chiar \u0219i o aniversare \u00een cele c\u00e2teva zile \u00een care st\u0103tuse \u00een agen\u021bie pe foaie, a\u0219tept\u00e2nd s\u0103 fie trecut \u00een lumea digital\u0103 pentru a-\u0219i folosi \u0219armul s\u0103 ajung\u0103 un mare cuceritor al maselor.<\/p>\n

Lumina intra cu generozitate prin geamurile ferestrelor mari \u0219i desena pe pere\u021bii opu\u0219i umbrele obiectelor l\u0103sate pe birourile interpuse.<\/p>\n

Au plecat to\u021bi acas\u0103<\/i>, se auzi deodat\u0103 de pe biroul din fa\u021b\u0103.<\/span><\/p>\n

Headline<\/i>-ul \u00ee\u0219i ridic\u0103 diacriticul de deasupra \u0219i privi uimit \u00eentr-acolo. Era schi\u021ba unei colege art, f\u0103cut\u0103 \u00een grab\u0103 \u00eentr-un brainsorming pentru a le exemplifica ideea colegilor ei.<\/p>\n

Sunt h\u0103itui\u021bi de un virus \u0219i nu mai au voie s\u0103 stea unul l\u00e2ng\u0103 cel\u0103lalt, continu\u0103 schi\u021ba. Tu ce ai f\u0103cut zilele trecute, ai dormit!? Nu i-ai auzit c\u0103 numai despre el vorbeau? Cred c\u0103 de-asta m-a \u0219i desenat a\u0219a nearanjat\u0103 fata asta. Numai la mine nu-i mai st\u0103tea capul!<\/i><\/span><\/p>\n

\u0218i schi\u021ba \u00eencepu s\u0103 povesteasc\u0103 mai multe despre virusul care i-a f\u0103cut pe oameni s\u0103 se \u00eenghesuie \u00een magazine mai u\u0219or \u0219i mai eficient dec\u00e2t orice alt confrate call-to-action al headline-ului din toat\u0103 istoria publicit\u0103\u021bii. \u0218i care acum \u021bine departe fra\u021bi de surori, copii de p\u0103rin\u021bi, prieteni \u0219i colegi \u00eentre ei.<\/p>\n

Eram prins cu altele, nu st\u0103team s\u0103 trag cu urechea la ei<\/i>, r\u0103spunse headline<\/i>-ul cu un tone of voice<\/i> u\u0219or deranjat de familiaritatea schi\u021bei.<\/span><\/p>\n

\u0218i \u00eenseamn\u0103 c\u0103 eu sunt izolat cu tine aici?<\/i><\/span><\/p>\n

\u0218i ce, te deranjeaz\u0103?<\/i><\/span><\/p>\n

Nu m\u0103 deranjeaz\u0103, dar mi se pare c\u0103 vorbe\u0219ti cam mult. N-ai v\u0103zut!? Oamenilor nu le mai plac cuvintele. Le \u00eempu\u021bineaz\u0103, le scurteaz\u0103, le deseneaz\u0103…<\/i><\/span><\/p>\n

\u201dLe deseneaz\u0103!?\u201d Mi se pare mie sau e\u0219ti gelos pe cei \u0219i cele ca mine? Ne \u00eentoarcem la origini, c\u0103 desenul a fost \u00eenainte de text, nu-i a\u0219a!?<\/i><\/span><\/p>\n

Nu vreau s\u0103 intru \u00eentr-o discu\u021bie f\u0103r\u0103 sens. Pot doar s\u0103-\u021bi spun c\u0103 mai \u00eent\u00e2i a fost cuv\u00e2ntul. \u0218i asta e de necomb\u0103tut!<\/i><\/span><\/p>\n

Headline<\/i>-ul rosti ultima propozi\u021bie cu m\u00e2ndrie \u0219i un fel de spirit de cast\u0103. Era con\u0219tient c\u0103 \u00eensemn\u0103tatea lui \u0219i a tuturor cuvintelor \u00een comunicarea dintre oameni nu mai e aceea\u0219i ca \u00een urm\u0103 cu decenii ori chiar secole. \u0218tia \u00eens\u0103 c\u0103 e doar o reinventare, c\u0103 oric\u00e2t de mult vor scurta oamenii frazele, propozi\u021biile \u0219i cuvintele, tot vor avea nevoie de ele. Iar dac\u0103 vor continua s\u0103 le corceasc\u0103, a\u0219a cum fac din ce \u00een ce mai mult, se vor na\u0219te alte \u0219i alte cuvinte care vor fi folosite cu \u00eencredere.<\/p>\n

Schi\u021ba \u00eel \u00eentrerupse din nou din g\u00e2ndurile sale.<\/p>\n

\u0218tii, eu trebuia s\u0103 am scris\u0103 pe mine o vacan\u021b\u0103!<\/i><\/span><\/p>\n

Termin\u0103 fraza cu un z\u00e2mbet, dar unul destul de amar. Parc\u0103-i p\u0103rea r\u0103u s\u0103 ias\u0103 din r\u00e2ndul KV<\/i>-urilor. Pentru o perioad\u0103 \u00eens\u0103, oamenii vor trebui s\u0103 renun\u021be la cel cel mai des folosit cuv\u00e2nt pe key visual<\/i>-urile campaniilor publicitare. Vacan\u021bele pe KV<\/i>-uri ajunseser\u0103 la fel de comune ca blugii pe oameni.<\/p>\n

Headline<\/i>-ul continu\u0103 discu\u021bia.<\/p>\n

Eu trebuia s\u0103 fiu \u00een inbox-ul clientului de mult, dar zac aici \u00eentins pe foaia asta. \u0218i scris \u00een grab\u0103.<\/i><\/span><\/p>\n

Cum naiba era? Chiar \u00eemi pl\u0103cea!<\/i> Copywriterul st\u0103tea la biroul improvizat \u00een sufragerie \u0219i \u00eencerca s\u0103-\u0219i aminteasc\u0103 headline<\/i>-ul pe care \u00eel uitase scris pe-o foaie la agen\u021bie.<\/span><\/p>\n

Parc\u0103-i st\u0103tea pe limb\u0103, dar tot nu reu\u0219ea. Lu\u0103 o pauz\u0103. Duse m\u00e2na pe mouse<\/i> \u0219i a\u0219ez\u0103 s\u0103geata instinctiv pe iconi\u021ba de la Chrome din bara de jos. Ap\u0103s\u0103 \u0219i Wordometer<\/i>-ul ap\u0103ru pe ecran. Refresh.<\/p>\n

\u00cenc\u0103 5000 \u00een Italia! La noi c\u00e2\u021bi mai sunt oare?<\/i> \u0218i trecu pe site-ul de \u0219tiri.<\/span><\/p>\n

Nu apuc\u0103 s\u0103 perceap\u0103 informa\u021bia pentru c\u0103 exclam\u0103:<\/p>\n

Vacan\u021b\u0103, da, era ceva cu vacan\u021b\u0103. O vacan\u021b\u0103 de…vacan\u021ba ta…descoper\u0103 vacan\u021ba…
\nHmm, nu mai e bun.<\/i><\/span><\/p>\n

MARIUS CIOROAB\u0102<\/i><\/b>
\nFotograf \/ Managing Partner NewFrame<\/i><\/b><\/p>\n","protected":false},"excerpt":{"rendered":"

Ce lini\u0219te e aici! \u0218i unde e toat\u0103 lumea? Era singur. Acolo, pe foaia de h\u00e2rtie unde fusese l\u0103sat de […]<\/p>\n","protected":false},"author":1,"featured_media":835,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[95],"tags":[],"yoast_head":"\n\u00cen izolare - NewFrame<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/newframe.ro\/en\/in-izolare\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"\u00cen izolare - NewFrame\" \/>\n<meta property=\"og:description\" content=\"Ce lini\u0219te e aici! \u0218i unde e toat\u0103 lumea? Era singur. 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