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Absolutely superb presentation from Flavio Vidigal (Firstborn) about creativity and working on briefs. Chinese VW cases and especially Intel x Toshiba collaborative campaign are must.
Citation preview
A few words about me
Some usual creative tasks
Seamless integration between
strategy and creative
— O VE R
— O V E R V I E W —
A few words
about me.Meat addicted from Brazil, current
Creative Director at Firstborn NY
trying to handle my wife, my guitar an
X-box and possibly a baby at the
same time .
JWT
CUBOCC
G2 Worldwide
BBDO
But who cares about old stuff right?
Lets talk about the present...
...and the future.
Some usual creative tasks.
Tactical Creative
Integrated Campaigns
Long Term Creative Positioning
Transmedia Storytelling
A task that have to be
accomplished.It’s that type of briefing when the client
needs something specific. Something
they already know what they’re looking
for. It can be a banner, a film, a print
ad, a game...an APP...whatever.
Tactical
Creative
Create a series of casual games
that lives in a hub and can be used
as media.
— Briefing —
— Insight —
Despite the intention of being an
extreme sports kinda guy. Our
target audience doesn’t do it for
real.
How can we give them an
experience that embraces that
spirit in digital world?
Rexona Adventure Games
— Concept —
Little bit more challenging.
But how can we add even more
flesh into this bone?
We mashed up
different extreme
sports in order
to create new ones.
Create an APP that’s engaging
enough and help us to build a
behavioral data base.
— Briefing —
— Insight —
When it comes to cars stories, who
doesn't remember the Hollywood
productions which caught millions of
hearts since the 80's?
Herbie the Bug, Knight Rider,
Transformers etc.
VolkswagenTalkingCar™
— Concept —
The first application that gives life to you car.
But if your car could talk……what would it say?
How would be its personality, behavior and interactions?
Create an Bandwidth
calculator to educate
consumers about their
internet usage.
— Briefing —
— Insight —
Time Warner Cable had a perception
problem. The brand lacked a human
touch. It was all utility and no heart.
Reconnect Time Warner with its
customers by helping them answer their
most common question: “Why is my
Internet so slow?”
A simple bandwidth calculator could’ve solved this problem, but we wanted to
create something a bit... friendlier.
The WiFi-Denti-Fier
— Concept —
The first bandwidth calculator with a
heart.
We took the bare bones of a simple
questionnaire and hid them behind
a fun, interactive cartoon family.
Meet the Warners
— Enjoys —
Battling his brother in viscous video game grudge matches.
Tim Warner
Jenn Warner— Enjoys —
Weekend-long OnDemand binges and live-tweeting dating show drama.
Caleb Warner— Enjoys —
Flexing along with vintage Arnold flicks and power-watching UFC
matches.
Olivia Warner— Enjoys —
Alone time with her phone and expressing herself through emoticons.
Casey Warner— Enjoys —
Devouring eBooks and micro-managingmultiple online dating profiles.
Jax Warner— Enjoys —
Hosting a weekly comedy podcast and remixing tracks for his gig as an Internet radio DJ.
Our in-house animation and development teams created custom solutions for each user experience, guaranteeing that everything would work perfectly.
No matter how boring and straight forward the briefing
is...
......there’s always a way to push your ideas to a better spot.
t a k e w a y
A concept should live everywhere.
It's a trendy thing among client,
ask for something that they
could apply in multiple channels.
However, integrated doesn't
mean 360, it can be. But not
necessarily.
Integrated
Campaigns
An integrated campaign that
brings the Think Blue
positioning to China.
— Briefing —
Volkswagen have globally
announced a new technology
called Blue Motion and want to
claim a ‘EcoFriendly’ territory in
China.
— The Challenge —
Seriously?A car brand trying to be ecofriendly?
That’s tricky! But let’s give it a shot.
We've decided to
encourage people of being
more eco-friendly and get
rewarded for
actually...NOT driving.
— The Insight —
Volkswagen Blue Check in.
— Concept —
In partnership with Foursquare, we
turn all parks, subways, bus
stations and other eco-friendly
locations into a proof that you are
not driving.
Just check-in at Blue
Spots when you're
exploring the city to get a
scratch card for special
gifts and badges.
Everyone was happy until the client came up with another
briefing.
Bring the Think Blue concept to the Earth Hour.
— Briefing —
To contribute with this
important act, Volkswagen will
turn off their thousands of
websites and
replace by a simple black
page with a message to the
world.
— From the Client —
Oh! Come on! So Predictable.
But how could we know for sure that people were really turning off their
lights?
Build a CRM program to
achieve three main goals.
— Briefing —
Get insights from the people.
Be seen as an innovative
brand.
Improve market share.
Volkswagen has always built cars for the
people.
Their brand name in both German and
Chinese literally means the ‘People’s
Car’.
Two years ago in China,
Volkswagen was facing an
increased competition and
falling market share.
How Volkswagen can become
once again: The People’s Car?
Instead of building cars for the
people, Volkswagen would
start building cars with the
people.
We called it:
The People’s Car Project
No matter how odd, which
shape, color or function. A car
could be anything.
Along two years we launched
lots of campaigns around this
main concept.
So we started to gradually bring
some of those ideas to life.
Cool, but how did it get a ramp
down? Does Volkswagen
actually built a car?
Yeah! But that’s gotta be
another
co-creation project of course.
Over 260,000 submissions.A hundred selected ideas. Two universities. One Car.
Sometimes the client think they have a big idea.
...It’s time to turn that into something even bigger.
t a k e w a y
Planing a creative road
map.Many times the client doesn't
know how to implement the
brand's voice from a long term
stand point. It’s our job to say
out and loud what they need to
do.
Long term
Creative Positionin
g
After the People’s Car Project,
Volkswagen came to us with a big
question.
Can Volkswagen be a
more beloved brand
by going beyond
cars?
We didn't want to lose
our jobs so we said.
HELL YES!
So we brought to the table a plan for the next 5 years.
Yes. We can change the brand’s perception and we
can help them to shape their future.
But let’s get their hearts first by doing whatever they want us to do.
t a k e w a y
Then I left China for joining
Firstborn here in NY.
It’s like a TV show. But
branded and multichannel.
Just because you have a concept
working in different mediums and
channels doesn’t mean you have a
storytelling campaign.
Transmedia
Storytelling
Transmedia Storytelling in
short.
What's the long term story we want to tell?
Do we want to show the perfect hero stereotype from the
beginning? Or do we want build up the character and see
him evolving from an ordinary guy to a self-confident
persona grounded in the brand pillars strongly fleshed out
at the end?
1
How can we break in seasons and episodes?
Can we create subplots to keep the story
entertaining/engaging sustain the brand awareness
up along the way?
2
How do we think in ways to connect
multiple channels to tell our story?
Can we identify where our target
audience are and kick start our story from
there?
3
Does the product plays a deep role in
our story? Or is just a secondary element that
helps to create our universe?
4
Do we have counselors guiding
our characters?
5
How can we actually bring the audience into
the story?Would we be able to engage the consumers in
a co-creation process that they can feel proud
of by making our story something even bigger?
6
I hate doing this. But I’m so
jealous of this guys that I've
decided to show their stuff
instead of mine.
My friends from Perera O'dell put out
there one of the most impressive
branded entertainment cases that I’ve
ever seen.
First they’ve created a
Thriller.
Then they came up with a
Drama.
Now they did a f*ckn Alien
Comedy.
You have to build a story that people would share
spontaneously.
...even if it’s branded.
t a k e w a y
Seamless integration
between strategy and
creative
Research drives the strategy
Strategy generatesInsights
Thought starters leads to Creative
Creative generates broader concepts
Broader Concepts drives the executions
Research drives the
strategy
Strategy generates
Insights
Thought starters leads to
Creative
Creative generates broader
concepts
Broader Concepts drives the
executions
Put all of this into a timeline that make sense for the client
and.... boom!
—THANK YOU.