Enzo Baldoni : this name is connected to a tragic event in Iraq. Baldoni, as a freelance journalist, is kidnapped by a terrorist organization, 21 August 2004 and was killed. The body, identified through DNA, will return to his country only six years later. What many do not know is that Baldoni was one of the most famous Italian blogger and copywriter of the golden years. Born in 1948, was among the first users of the Macintosh in Italy. He founded mailing list which are still functioning today (Zonker's Zone is the most famous by Zonker, his online nickname) and opened a blog when the Italians knew a malapena cos'era Internet. Conciso, efficace, acido e intrattabile, eclettico nelle passioni (la pubblicità, il lavoro, l'agriturismo di famiglia, il giornalismo di frontiera, l'insegnamento all'Accademia di Comunicazione di Milano, il volontariato in Croce Rossa, i fumetti), sono sue alcune tra le migliori produzioni di advertising legate a Gillette, Bic e McDonald's.
Il nome di Baldoni è legato a doppio filo con quello del gigante degli hamburger americano. Nel 2002, il giorno di San Sebastiano, si inventa uno dei primi esperimenti di crowdsourcing in Italia: il concorso "Quanto casino per un panino" , inaugurato with the image of a Big Mac pierced. The announcement was an unexpected success: in-style open-source and copyleft , calling on Italians to participate in a free creative contribution, which will not be used commercially. McDonald's is there and avoid any complaint.
agency Baldoni (Whales) expects 200, more than 300 proposals: 1476 will be overwhelmed by ads. The sandwiches come from all over Italy, and from many different people: the surveyor art director, copywriter elderly by the young clerk. It is a giant act of popular art, creativity in crowdsourcing, from which a jury carefully selects the winners of an event that bounce between the ADC, and the Rolling Stone - soprattutto – la rete.
Baldoni non rinunciava a parlare della morte. Nella sua mailing list, un giorno, scrisse del suo funerale:
Vorrei che tutti fossero vestiti con abiti allegri e colorati. Vorrei che, per non più di trenta minuti complessivi, mia moglie, i miei figli, i miei fratelli e miei amici più stretti tracciassero un breve ritratto del caro estinto, coi mezzi che credono: lettera, ricordo, audiovisivo, canzone, poesia, satira, epigramma, haiku. Ci saranno alcune parole tabù che assolutamente non dovranno essere pronunciate: dolore, perdita, vuoto incolmabile, padre affettuoso, sposo esemplare, valle di lacrime, non lo dimenticheremo mai, inconsolabile, the world is a bit 'colder, it is always best to go away and then all the euphemisms such as passed away, disappeared, has left us. The best picture will be what snatch more laughter in the audience. So give us in and not spare me. So you have no idea never really all that I've done. Then a tent will be expected to depart and a buffet with wine, sandwiches and paninetti, tarts, cakes, baked pasta, rice, beer, sausages and all I want. I would like the orchestra of Unza, the gypsies of Milan, who begins to play lively music, violins and saxophones and accordions. I would not mind if people would begin to dance. I want each one a drop of wine on Coffin, fuck, not all up to you, after all I am satisfied that, daten a bit 'me too. I want to laugh - have you noticed? At the funeral we always end up laughing: it is natural, life takes over death -. And he calmly smokes anything you want. I would not mind if you were born, new loves. A quickie on a mezzanine defiladed not considerable offense to death, but an offer to life. Around eight or nine o'clock, without ceremony, the coffin is carried away in my toes and started to the crematorium, while the music and the party will continue late into the night. My ashes at sea, really. But do you fucking care about me. Just do not do as the Big Lebowski.
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