Girls Are Really Pissed At You

Girls are a little pissed at the advertising industry, but you knew that already. One year old company, 3iying is advertising its services based on that principle and it’s a great point of market differentiation for the agency. They’ve uploaded a series of videos to YouTube featuring teenagers picking apart print ads. They call this “the flip.” We’ve included one of the stronger clips above. There are quite a few that are almost incoherent, but we bet that 3iying has a more lucid collection of the girl’s thoughts available for purchase.

The company and/or its director have worked for AAA, Playtex, Razorfish, Club Med, EA and Chase Manhattan to name a few. Director Heidi Dangelmaier, won an Industrial Design Excellence Award several years ago and was one of the first women in the video game industry. The company’s email address, which is listed on their site as contact@3yling, didn’t work. When we tried to sign up to recieve “vital information, ” the link proved to be dead, too. Ms. Dangelmaier attended the Princeton PHD program for Robotechnics, so you’d think these little tech details would be sorted out. To get in touch, we ended up calling their offices to request some info via email. Ah… their address (naturally) turns out to be 3iying@3iying.com in case you want to contact them. Anyway, from the PDF they sent us:

“3iying’s girl market precision is unparalleled - we specialize in market and design strategies for girls 15 to 22, and we are the most efficient and effective firm available.”

In response to our query as to whether the young ladies were paid for their time, Heidi had this to say:

“No girl got paid to do a flip, these are all girls volunteering
to speak up because they want better ads and commercials
and websites and products for girls… We put an advertisement out
and hundreds of girls volunteered, this is just a few of
our larger set of videos. Mixed in the group are some of the 3iying think tank girls
they also were not paid to make flips, they did it for
the same reasons as the street girls

It is important to know that we are an all girl think tank
that works on real client accounts, and when we do work
on those accounts we get paid….

(unless a girl is still involved in her training bootcamp, to
see if she makes the quality cut to be on the team)”

Okay then… Heidi takes the whole thing one step further by asking You Tube members to upload their own “flips.” With 150-something already in the mix, 3iying might cause enough noise, so that agencies (hey - Berlin Cameron? We’re looking at you) might have to take action.

Ps. We do admire this idea and approach, so if 3iying is all about design, we would recommend re-designing that scrolling text at the end of the videos, getting their website in order, filtering out some of the more brainless videos and making sure to label their in-house work from that of users on YouTube.