unsw creative talks
DESCRIPTION
I was invited recently to give a talk as a guest speaker at the University of New South Wales on Creativity and how to create campaign ideas. Here is the presentation I gave with some humble opinions on why I think these are great campaigns and a few tips for new creatives, plus a breakdown of a campaign we developed at Blaze for SA Police. Enjoy. Scott Credits: Extracts and scamp references: The advertising Concept book by Peter Bray (A great read for any budding creatives out there) The post it note test via Scamp blog by Simon Veksner, a Creative Partner at DDB Sydney. http://scampblog.blogspot.com.au/2014/09/new-idea-ban-everything-except-post-it.html Dumb ways to die case study video via Digital Buzz blog: http://www.digitalbuzzblog.com/dumb-ways-to-die-the-campaign-case-study-video/ CheersTRANSCRIPT
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A CHAT ABOUT CAMPAIGNS
WITH SCOTT DEAKIN CREATIVE DIRECTOR
Y&R GROUP
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I can’t teach you how to be a Creative*.
You either shit out ideas or you don’t, it’s that simple.
*Be the guy/girl who thinks of the big idea
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I can’t teach you how to be a Creative*.
You either shit out ideas or you don’t, it’s that simple.
BUT....
Everyone is creative
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Q: SO, WHAT IS A CAMPAIGN?
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Q: SO, WHAT IS A CAMPAIGN?
A campaign is a series of ads that make up a concept/idea, i.e an idea that has more than one execution (three or more)
This is perceived to be harder to create than a one-shot idea
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THE ONE-SHOT VS THE CAMPAIGN
This doesn’t mean the one-shot has less impact than a campaign, lets have a look at the differences
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THE ONE-SHOT
NIkes Lance Armstrong ad for the Tour De France
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THE CAMPAIGN
Guinness extra cold ads
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THE CAMPAIGN
Steer clear of the SATT (same ad three times)
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HAVE YOU HEARD OF THE INTERNET?INVENTED BY GEEKS FOR GEEKS TO WATCH PORN.
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3 TIPS FOR CREATIVES
• Keep it simple stupid (kiss)
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KEEP IT SIMPLE STUPID (KISS) The post-it note test
Client:
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KEEP IT SIMPLE STUPID (KISS) The post-it note test
Strategy planner:
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KEEP IT SIMPLE STUPID (KISS) The post-it note test
Creatives:
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3 TIPS FOR CREATIVES
• Keep it simple stupid (kiss)
• Don’t be afraid of the stupid idea
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3 TIPS FOR CREATIVES
• Keep it simple stupid (kiss)
• Don’t be afraid of the stupid idea
• Follow the 1 in 10 rule.
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Q: SO, WHAT IS AN INTEGRATED CAMPAIGN?
An integrated campaign is a series of ads that make up a concept/idea across multiple mediums.
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INTEGRATED VS THE CAMPAIGN
A campaign will have more longevity but an integrated campaign will create more brand awareness because it has the power to reach more people.
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OLD SPICE CAMPAIGN
• Converted female to purchase for their men
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OLD SPICE CAMPAIGN
• Converted female to purchase for their men
• made old spice cool again (if it ever was)
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OLD SPICE CAMPAIGN
• Converted female to purchase for their men
• made old spice cool again (if it ever was)
• the social element gave the campaign a new lease of life
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DUMB WAYS TO DIE
• Uses a different strategy for a public announcement ad
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DUMB WAYS TO DIE
• Uses a different strategy for a public announcement ad
• uses some old-school creative tools to make the ad stand out
1. Jingle
2. Characters
3. funny animation
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DUMB WAYS TO DIE
• Uses a different strategy for a public announcement ad
• uses some old-school creative tools to make the ad stand out
• adaptive for every medium
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a
see yourself in the uniform
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CONCEPT ONE
RESPONSIBLE
CONFIDENT
COMPASSIONATE
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CONCEPT ONE TVC
CONFIDENT
COMPASSIONATE
RESPONSIBLE
1
5
2
6
3
7
4
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CONCEPT TWO
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CONCEPT TWO
CONNECTS TO TESTIMONIALS
WHAT DO YOU DO?
OPTION ONE... OPTION TWO...
Leader
Tenacious
YOU’VE ALREADY GOT WHAT IT TAKES.
Assertive Compassionate
1
5
9
2
6
10
3
7
4
8
CLICK HERE TO FIND OUT WHAT IT’S LIKE TO BE A POLICE OFFICER
Option 1: Calm onlookers (Communicator) Option 2: Disperse crowd (Leader)
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4 STORIES, 17 FILMS, CHOOSE YOUR OWN ENDING AND SEE YOURSELF IN THE UNIFORM.
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a
a
A bespoke campaign site was designed to tell the two stories to ask the viewer:
What would you do?
We used youtube annotations to create a story where the ending is determined by the viewer
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a
a
A series of web testimonials were produced to show what life is like once you’ve join the police.
we used the officers that featured in the youtube ads to create a real connection with the stories
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a
campaign Results
1.4m impressions on the website
visitors stayed on the site longer due to the video content
Traffic to the website and applications has increased overall 40 percent.
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THANKSfollow me on twitter @scottdeaksor connect with me on Linkedin for
more insightful ramblings
ANY QUESTIONS?