D&AD interviews – ‘I wish I’d done that’

Given the name of this blog it seems only fitting to collate this mini series of videos commissioned by D&AD where they asked respected creatives which work from the global advertising community in 2013 had made them think ‘I wish I’d done that’. Here’s their selection.

Digital – Iain Tate, Executive Creative Director, Google Labs chose Philips Hue light bulbs and their online service If This Then That (IFTT)

 

Advertising – Dan Wieden, Chairman, Wieden & Kennedy chose Barton F Graf 9000’s Climate Name Change campaign

 

Film Craft – Rankin chose Matthew Frost’s Fashion Film for Viva Vena.

 

Design – Jessica Walsh, Partner at Design Studio, Sagmeister & Walsh chose Experimental Jetset’s identity for the Whitney Museum.

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6 foundations of great digital creative

Stumbled across this succinct presentation from Ashley Ringrose from BannerBlog, on The 6 Foundations Of Great Digital Creative.  It was presented at the AdAge Digital Conference a couple of years ago but still acts as a useful reminder to anyone who spends their working day trying to come up with engaging banner ads!

via digitalbuzz

3D animation on tablet devices

I’ve just come across this rather cool application by One Potato. One Potato specialise in making 2D and 3D photographic images for advertising, marketing and editorial using their bespoke technology ‘ Tilt-o-Vision’.  Essentially it’s a 3D photographic, accelerometer-powered animation you can control by tilting your tablet.  The results look outstanding in more ways than one!

Digital strategies to overcome the luxury conundrum between accessibilty and exclusivity

It wasn’t so long ago that luxury brands resisted the temptation of investing in digital marketing because of the risk of making the brand too accessible to the extent it devalues the brand’s exclusivity.   I happened to speak on this very subject at an IAB Luxury Forum a few years ago when I posted the slightly provocative question ‘is social media just for chavs‘.  Fortunately, nowadays, we find luxury brands not only embracing digital but also in a lot of cases setting the benchmark in digital marketing.

I thought this presentation by @marciikeler and @philaugustaj from Publicis provides a very clear synopsis of the different types of digital strategies which can be adopted by luxury brands, backed up with real life case studies.  It just goes to show how far the luxury market has come within the digital arena in a relative short space of time.

 

Desperados interactive YouTube ad

We see more and more brands these days creating interactive ads on youtube instead of  TV.  The Bear Hunter by Tippex was a great example and so is this latest campaign by Desperados. They’ve managed to create a fabulously immersive and interactive experience on YouTube  including page morphing, video annotation and Facebook Connect integration.  Someone buy these guys a drink.

Lynx (Augmented Reality) Fallen Angels in Victoria Station!

So many brands have jumped on the ‘Augmented Reality bandwagon’ that it’s in danger of becoming old hat already.  But every now again you see an execution where it all comes together brilliantly.  This latest campaign by Lynx Excite is a case in point.  What I like about it is the way they’ve seamlessly extended the big idea behind Fallen Angels and used AR to bring it to life, rather than relying on the technology to dictate the big idea.  I also think AR works best when used in experiential environments  like this as consumers get to enjoy the full virtual experience without having to overcome the usual barriers to entry, such as having to print out the AR code or switch on webcams.

This content was posted on the Lynx Effect Facebook page (managed by TMW) which already has over 200k social handraisers.  It’s definitely worth a peek – not only is it a good example of how to produce engaging content to build and cultivate an active community but it also features plenty of Lynx girls in various forms of undress 😉

For more posts on Augmented Reality, feel free to click here.

Is social targeting the future?

I had an interesting meeting with a company called Tamtam Media this week who are the UK agents for Media6degrees, an ad serving company in the US who are pioneers in a new media targeting concept called social targeting.  I’m curious to see how this develops over the next 12 months or so as I imagine this will be the next big thing in digital media targeting.

Let me try to explain why.

For decades, demographic, psychographic, contextual and behavioural targeting have been the primary tools used by marketers and media buyers to reach specific audiences. But now there’s a new kid on the block called sociographics. By that I mean targeting criteria based on connections via social media sites.

What Media6 have done is build a sophisticated social graph which effectively maps the social connections of millions of people across a multitude of different social media sites, including flickr, facebook, bebo, myspace and any number of influential blogs.  Don’t ask me how they do it, let alone without contravening privacy issues – they just do!  All I know is that it involves placing 20 billion pixels across the web and tracking browser IDs. What this means though is that they can then serve banner ads via their ad network to anyone who may be socially associated or connected to one of your brand loyalists.

An example of how it works

So let’s say someone visits your website and orders a brochure or buys a product online.  Using pixels placed on your website and across the social web, Media6 can track the online behaviour of one of your brand loyalists to build up a picture of their social connections.  They also measure things like frequency and reciprocity to identify only the strongest connections.

Now the clever bit. If one of those close connections then visits one of the many media publishing sites within Media6’s ad servicing network – which includes the likes of MSN, Yahoo, Times Online, Facebook or Myspace – they bid for it and serve them one of your ads.  Not only that but if that person subsequently clicks on your banner to visit your website the cycle continues.

Clever stuff indeedy.

Why is this better than traditional targeting methods?

The reason this is such a powerful form of targeting is because it’s based on the simple premise that the people you know and regularly interact with are more likely to demonstrate similar brand affinities than those who simply share the same demographic or psychographic profile.  And according to Media6, the results appear to validate this theory, out-performing other traditional ad targeting methods by some considerable margin.

It’s a tricky one to get your head around I know, especially as I’m no media planner and probably haven’t explained it that well at all! But if I’ve whet your appetite, this interview with the CEO of Media6degrees might do it more justice!

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more about “Sociolgraphics and social targeting“, posted with vodpod