Big Ideas win. Good ads don't

BIG IDEAS WIN. GOOD ADS DON’T.

TRIMTAb™

TRIMTAb™

TRIMTAb™

“ Having been a creative director at an agency that was hiring, I remember

wanting to recruit only the most techno-geek-out, mobile-ready, code-slinging

Web brats I could find. On the other hand, I wanted writers or art directors

who knew how to take a blank sheet of paper and make something interesting

and beautiful happen. The place where these two skills overlapped was the

sweet spot. The ones who can do both of these things.

They’re the creative of the future.”

Luke Sullivan

A BRIEF HISTORYOF THE INTERNET

#Comedycentral1972 THE FIRST EMAIL IS SENT

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#Comedycentral1991 THE FIRST WEB PAGE IS POSTED

1992THE FIRST PICTURE IS UPLOADED TO THE WEBE INTER-NET

1994THE FIRST BANNER AD IS POSTEDF THE INTERNET

1998 THE TERM WEB 2.0 IS COINEDNTERNET

2005THE FIRST YouTube VIDEO IS POSTED IN-TERNET

#Comedycentral2006THE FIRST TWEET IS WRITTENHE IN-

“OUR OFFICIAL CULTURE IS STRIVING TO FORCE THE NEW MEDIA TO DO THE WORK OF THE OLD.” Marshal Mcluhan

TRANSPOSING ADVERTISING’S CLASSIC NARRATIVE TO THE WEB

TWITTER IS A PLATFORMNOT A CONCEPT

THIS IS NOT A CONCEPT

THIS IS A CONCEPT

CREATE SOMETHING SO INTERESTING THAT IT BECOMES A DESTINATION

A BRAND ISN’T WHAT A BRAND SAYS BUT WHAT IT DOES.

AFTER WHAT YOU’VE FIGURED OUT WHAT YOUR BRAND NEEDS TO SAY...

...FIGURE OUTWHAT IT NEEDS TO DO.

START A CONVERSATION

CREATE ATRANSMEDIANARRATIVE

CREATE IDEAS THAT LET PEOPLE CREATE THEIR OWN IDEAS

CREATE AN EVENT. THEN TELL THE WORLD ABOUT IT.

SHAPE THE CONTENT NARRATIVE WITH STORY-ASKING, NOT JUST STORY-TELLING

ESTABLISHWHAT KIND OF COMMUNITY YOUR BRAND’S BEST SUITED FOR

• spectators - people who read or watch

• joiners - talkers

• creators - user-generated content

• critics - post comments

• collectors - study things and stay on top of trends

NEW MEDIA ISN’T ALWAYS DIGITAL MEDIA

CREATE SITUATIONS THAT ACT AS A CATALYST FOR AUTHENTICHUMAN EMOTION

BIG IDEAS WIN. GOOD ADS DON’T.

Lee Clow