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Hegarty on Creativity, Predictability and Process

Outdoor in Interactive Age. 7 more cases

Few more cases in addition to ones I have published last week in my presentation "Reinventing Outdoor in Interactive Age" - cases that either were sacrifised to keep presentation on time or few new interactive cases that are launched very recently. 

1. 

NIKE-ID generator from Nike Japan, 2009. Although it works indoor, in Nike Store, all the principles are so much relevant to outdoor - great combination of personalization, randomness and game elements with very strong link with Nike ID service. 

2. 

IBM demonstrates similar but much more simplier idea. Also 2009. 

3. 

When last summer the great Century 21 New York Times Square interactive / augmented reality billboard emerged  (see my Slideshare presentation, slied 87-89), for the beginning there was discussion about it's similarity to the following social ad - interactive outdoor in Netherlands with similar approach. Still everybody quite soon agreed that it could be quite impossible to copy the latter - it was only few months difference between both while time to produce either of them would take at least 3-4 months at minimum. 

4.

One more interactive social outdoor campaign:

5. 

"Occasionally perfect outdoor" by Heineken that got very popular for few weeks all across advertising and digital sources this Autumn.  

6. 

And one more example of interactive outdoor - a part of "62 Individual Reasons to Drink Coopers 62" campaign for Cooper 62 beer brand (via @adverblog)

7. 

Finally and in the Christmas mood - a very fresh, interactive Christmas tree in the very center of Singapoure with it's operational center in Facebook by Heineken. 

Reinventing Outdoor in Interactive Age. Presentation

Outdoor advertising is changing. For almost two centuries it was in static, one-directional ("poster based") mode, decade after decade evolving in quality and experience delivered. Now, with exponentially growing variety and availability of digital and social technologies and changes in customer attitude towards participation outdoor based campaigns should move towards being dynamic rather than static, exploiting variety of interactive opportunities, involving customers, personalizing the messages or experience, and helping to tell rich stories in order to create value - tangible or intangible - to customers and and society. 

Supporting slides and videos from my yesterday's one hour (keynote) presentation in Clear Challenge outdoor competition in Riga.  This is extended version with some 7-9 additional case videos and few additional slides. The material will be developed further and most probably will be a part of new set of presentations/thinking about communication and strategic planning in digital/interactive age. 

For now - 100 slides, including 17 case videos of iconic outdoor-based communication cases from last five years.  Feel free to comment, ask questions, download and share. 

 

Imperative to care way beyond

Probably the most influenutal designer of last decade Jonathan Ive about his friend and collegaue Steve Jobs, about culture and attitude Steve embedded into Apple DNA.

Sponsorship like it should be. Sponsorship normalized

Around 10th second you know that it is Big Idea. After second thirty you know - there will be success for client and there will be awards. And then, after second fourtyfive, you just keep asking - how it can be that nobody has tought about it before. Great! 

Idea and improvisation. And courage to move on.

Sometimes its all very easy. Sometimes you even do not need big and well-thought through strategies. Sometimes it is enough to have simple, great story and the execution made perfect to the smallest details. The story and execution plan leaving enough space left for improvisation. Or improvisation with some clue about what story could emerge there and where could it lead. 

But besides of that you have to have ultimate confidence in the idea from the authors and even more than that - the intelligence and courage of client to see the emerging path and to move on with it. The courage to play this game in quite an unknown territory.  

Whaterver the case, great result American Apparel, great result. 

via Adverblog

Das Whopperlust

In the very best traditions of Burger King and CP+B. 

The sources with Direct TV available confirms that campaign really works. Watch five minutes - get Whopper, watch ten minutes - get two, etc. In order not to fall in temptation to go to kitchen for tee (or much worse - for brown, branded sugar drink from your fridge) or just not to fell asleep every few minutes there is small challenge for you. 

Never Hide!

It seems that Ray-Ban has decided to celebrate the coming summer with a series of great, short and sunny Internet films.

Tomatina

Watergun

Dinghy

Sneakers

Natural positive energy for a grey day (and dark night)

It's one of most postiive and most sunny campaings I have seen lately. And probably very effective one. Because yesterday after seeing ad and then finding out and wathching video I wanted orange juice. Tropicana. One with a lot of pulp that was natural energy during my studies in Boston.

If you look only on photography it looks like just another great, creative outdoor ad. But if you dig a bit beyond the surface (Google Search, one request) you could find video. And then there is even more of sun and more of energy. 

But after all this great combination of outdoor and video (and who knows, probably a bit broader campaing) is one more example on how important in the "packaging" of every case not only for submitting to festivals but also to build the story, to encourage the storytelling and to rise the viral potential of the campaign.

Outdoor can't tell whole story. But it can be part of broader storytelling system or in few cases  it can be the center of the story both driving the attention and reminding the whole story after customer discovers it. Like in three out of four Cannes Lion Grand Prix winners in last four years:

• Cannes Outdoor Lion winners HBO "Voyer" by BBDO NY in 2007, 

• AMF Pension campaign by Forsman & Bodenfors in 2008 (or in Russian via @adme_ru), that won Grand Prix in Media

• "You are made of music" by Almap BBDO with Grand Prix in 2010

 

Three creative muscles. Michael Wolff in two video interviews.

Two video interview with co-founder once legendary and still very actual branding and design company Wolff Olins - Michael Wolff. Both of them are similar and talks about three important qualities of designer, three creative muscles.

First, short film supported by Intel (via @PSFK)

Second video is a little bit longer interview (or rahter monologue) that goes a bit deeper into topic and particularly adds many more examples and insights.

Actually it comes from a project that I has discovered just today and seems to have Latvian roots "Is it a good time?". A bit curious about it, looks great and hopefully will be continued.

 

Influencers. How creativity and trends become contagious

Great, simple, straight-forward 14 minutes documentary with more than few insights on "How" and "Why". 

Designing Identities

"Design is not a product. It's a craft and a process" 

Great presentation, worth of a book. One that most probably will make me to return to more than few times. Enjoy. And return to. 

Strong candidate for win in Cannes Lions 2011?

Literally in a last days of Cannes Lions 2010 very strong candidate for a bunch of awards in next year festivals is launched at New York Time Square. 

Why I love it?

• Real-time. Smart usage of real-time in combination with involvement of everybody who is standing/going/driving next to outdoor. 
• Context. The action is closely linked to the context of the situation - thousands of tourists wondering around; 
• Interactivity (although simulated). Adds a lot, particularly in such a scale. 
• Using new technology for communication projects (surveillance software used, the solution developed in cooperation with surveillance experts); 
• Integration. Combines video, outdoor, interactivity and some elements of augmented realty tools. Placed next to few "permanent" Forever 21 outdoors (and to what seems to be an entrance in store?)
• Easy to share. 
• It's fun. 

Lets wait for last week of 2011 - my guess is that there will be some kind of metal in Cannes

*** - N.B. In the comments around Vimeo.com and FastCompany there is a bit of controversy in the projects - it seems that Space 150 team has been influenced by the work of british designer Chris O'Shea "The Hand from Above". Still comparing both I thing Space 150 has brought the idea much further and added a lot of interactivity and fun to the project. 

You are made of music!

Great campaign and particularly great of interactive part of it for Billboard Magazine by one of most awarded ad agencies in the World - Almap BBDO. 

Why I like it and believe it is great campaign? Few quick points rather focusing on interactive par to the campaign: 

• Interactive and dynamic, not static. You can influence the result. You have to participate to make it work.
• Eye-catching. Visually attractive and merges technology and self-expression putting the result (not the technology!) in the center. 
• Unleashes your creativity. Brand provides you platform (digital canvas) to make your own piece of work, your own unique version of ad rather than saying you what to think. 
• Linked with major social platform (http://www.flickr.com/photos/billboardyourself/) to publish and share the result of work with others. And to see what other people has done.  
• Makes some buzz. At least in advertising community. 
• Relevant to the brand.

Besides of that "You are made of music" is such a great insight for music magazine. Because you really are!

Before the very last remark - enjoy the gallery: 

"What about GRP and TRP???" would some mass-media age people shout out. 

In theses times impact very often is much more important than immediate reach. If there is impact - through involvement, relevancy, creativity and potential to share - reach could follow, sooner or later. If you focus on reach sacrificing impact - at the very best case it will be short-term. 

ESPN Monday Night Football - the game comes to the streets

Great example for creating interactive experience, great example of using store windows, great example of involving customers by making it fan, great example of creating buzz potential by making it public.

From Work as a Play to Brand Systems - web video interview with Alex Bogusky

Quite an extensive web-video interview with new (!!!) Chief Creative Insurgent of MDC Group (holding company that owns also CP+B) and one of all time best Creative Directors Alex Bogusky in almost one hours:

1. On moving (up) to MDC
2. On work as a play and play as a play
3. On the future of capitalism
4. On translating "traditional ideas" to new platforms
5. On mechanics behind of one his best campaigns
6. On how do they pick ideas and imperative of quantity of ideas;
7. On what he would do with $1bn (for the campaign, of course); - how he would approach it?
8. On why and how he looks for Cultural Conventions
9. On his new role and the role of brands
10. On the brand systems
11. On legendary Ford Fiesta campaign
12. On start-ups 
13. On phenomena of Twitter
14. On focusing on successes, not failures

Nike Chalkbot - one more digital award (2010)

After getting several awards at Webby Awards 2010 Wieden+Kennedy and theirs Nike Chalkbot campaign just has got the main prize, called "The Best Show", also at "One Show Interactive". 

Innovative, positive, meaningful, encouraging everybody to join. And both using (building) their own digital ecosystem and smartly ecouraging the coverage in unpaid mass media to help the message spread. 

"Man with Talent" by Heineken

Heineken continues it's Fridge and walk-in Fridge series by bringing it to new level and taking serious fun of all the "Talent" Show. I am more than sure that it will not end there. 

 

 (via Adverblog)

The latest from Nike: Nike Grid and Nike Music Shoes

Two great campaigns by Nike released last week. 

1. Nike Grid - urban challenge for street runners in London. 

"London is your gameboard. 
You have 24 hours to claim your streets.
40 postcodes across London. 
North. South. East. West.
Grid phone boxes in each postcode.
Run between them. Score points. 
Run more. Score more.
Badges awarded for speed, endurance and stamina.
Play for your postcode. 
Get the glory. Claim the crown"

(by NikeGrid on YouTube)

Quite a self-explanatory video in combination with great mini-site and strong link to Facebook community. Easy to register thanks to Facebook Connect. Great aesthetics. 

But over that all - one more great example of combination of what digital technologies can do (and why they are attractive to young people) with some activites in real, physical live. The proof of "It is what you do that matters, not what you say!" once again. 

 

2. Nike Music Shoes (Wieden + Kennedy Tokyo)

Released around a week ago it got quite an attention from advertising and digital community. Because of cultural differences with Japan it is too early to judge how successful it could be. But it is attractive and fun anyway. 

Starbucks. "The Big Picture"

Starbucks and BBDO NY. Again. Literally few days ago (15/04/2010). The next step in great series of simple, emotional acitivies that encourages (incites) people (ones that care!) to do something, to show their attitude rather than just shouting out some kind of "constructed" brand message in mass media. 

Going for impact rather than reach. Because actions speaks louder than words. And creating stories. Because stories are spreading. Rather than just words.