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Transcript of Digital drama
![Page 1: Digital drama](https://reader034.fdocuments.in/reader034/viewer/2022042607/557f121cd8b42aea318b465c/html5/thumbnails/1.jpg)
Digital Drama
Miroschnichenko Arthur. Copywriter. Hungry Boys
19.10.2012 /Russian Internet Week
![Page 2: Digital drama](https://reader034.fdocuments.in/reader034/viewer/2022042607/557f121cd8b42aea318b465c/html5/thumbnails/2.jpg)
From USP to Brandingand back:
Miroschnichenko Arthur. Copywriter. Hungry Boys
19.10.2012 /Russian Internet Week
USP &Unique
business ideas
Advertising
Branding
USP &unique
businessideas
1850
1930
1970
2012
Now
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Creative ad for not so creative business?Creative ad for not so creative business?
Miroschnichenko Arthur. Copywriter. Hungry Boys
19.10.2012 /Russian Internet Week
![Page 4: Digital drama](https://reader034.fdocuments.in/reader034/viewer/2022042607/557f121cd8b42aea318b465c/html5/thumbnails/4.jpg)
Miroschnichenko Arthur. Copywriter. Hungry Boys
19.10.2012 /Russian Internet Week
How to catch the attention?
![Page 5: Digital drama](https://reader034.fdocuments.in/reader034/viewer/2022042607/557f121cd8b42aea318b465c/html5/thumbnails/5.jpg)
Miroschnichenko Arthur. Copywriter. Hungry Boys
19.10.2012 /Russian Internet Week
Drama
![Page 6: Digital drama](https://reader034.fdocuments.in/reader034/viewer/2022042607/557f121cd8b42aea318b465c/html5/thumbnails/6.jpg)
Miroschnichenko Arthur. Copywriter. Hungry Boys
19.10.2012 /Russian Internet Week
Drama
The base illusion
Insight
Conflict
![Page 7: Digital drama](https://reader034.fdocuments.in/reader034/viewer/2022042607/557f121cd8b42aea318b465c/html5/thumbnails/7.jpg)
Miroschnichenko Arthur. Copywriter. Hungry Boys
19.10.2012 /Russian Internet Week
Drama
«It’s about me!»
It’s so interesting!
![Page 8: Digital drama](https://reader034.fdocuments.in/reader034/viewer/2022042607/557f121cd8b42aea318b465c/html5/thumbnails/8.jpg)
Miroschnichenko Arthur. Copywriter. Hungry Boys
19.10.2012 /Russian Internet Week
Good ad = product + conflict
To make a good adyou should dramatize the role of product
in people’s life
![Page 9: Digital drama](https://reader034.fdocuments.in/reader034/viewer/2022042607/557f121cd8b42aea318b465c/html5/thumbnails/9.jpg)
What does it mean
to make an ad?
Miroschnichenko Arthur. Copywriter. Hungry Boys
19.10.2012 /Russian Internet Week
What does it mean
to make an ad?But
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It’s mean to make
a good brand’s interface
Miroschnichenko Arthur. Copywriter. Hungry Boys
19.10.2012 /Russian Internet Week
It’s mean to make
a good brand’s interface
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Miroschnichenko Arthur. Copywriter. Hungry Boys
19.10.2012 /Russian Internet Week
BrandConsumer
Interface
![Page 12: Digital drama](https://reader034.fdocuments.in/reader034/viewer/2022042607/557f121cd8b42aea318b465c/html5/thumbnails/12.jpg)
Miroschnichenko Arthur. Copywriter. Hungry Boys
19.10.2012 /Russian Internet Week
But we know that
the best interface is no interface!
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Miroschnichenko Arthur. Copywriter. Hungry Boys
19.10.2012 /Russian Internet Week
How to make the brand interface
invisiable?
The main ad question
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Miroschnichenko Arthur. Copywriter. Hungry Boys
19.10.2012 /Russian Internet Week
BrandConsumer
Interface
Real valueInsight value
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Miroschnichenko Arthur. Copywriter. Hungry Boys
19.10.2012 /Russian Internet Week
BrandConsumer
Interface
Real valueInsight value
Make a service ideaWork with a base illusionMake a drama!
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Drama
Miroschnichenko Arthur. Copywriter. Hungry Boys
19.10.2012 /Russian Internet Week
DramaLiterature
Cinema
Theatre
AdvertisingPrint
Ambient
TV
Digital
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Miroschnichenko Arthur. Copywriter. Hungry Boys
19.10.2012 /Russian Internet Week
Prints
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BBDO MoscowFisherman’s tale
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AlmapBBDO San Paulo
![Page 20: Digital drama](https://reader034.fdocuments.in/reader034/viewer/2022042607/557f121cd8b42aea318b465c/html5/thumbnails/20.jpg)
CLM BBDO France
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DramaDramaAttraction
Sex, Violence,catastrophe,
fear, etc. Visual Metaphor
No attraction
Conflict, story
Miroschnichenko Arthur. Copywriter. Hungry Boys
19.10.2012 /Russian Internet Week
![Page 22: Digital drama](https://reader034.fdocuments.in/reader034/viewer/2022042607/557f121cd8b42aea318b465c/html5/thumbnails/22.jpg)
Miroschnichenko Arthur. Copywriter. Hungry Boys
19.10.2012 /Russian Internet Week
Video
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Elephant CairoEgypt
http://www.youtube.com/watch?v=X21mJh6j9i4
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Elephant CairoEgypthttp://www.youtube.com/watch?v=7udQSHWpL88
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Miroschnichenko Arthur. Copywriter. Hungry Boys
19.10.2012 /Russian Internet Week
Ambient / Event / Viral
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Elephant CairoEgypt
http://www.youtube.com/watch?v=316AzLYfAzw
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Digital drama?
Miroschnichenko Arthur. Copywriter. Hungry Boys
19.10.2012 /Russian Internet Week
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Interactive videos
Miroschnichenko Arthur. Copywriter. Hungry Boys
19.10.2012 /Russian Internet Week
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Miroschnichenko Arthur. Copywriter. Hungry Boys
19.10.2012 /Russian Internet Week
youareblind.comhttps://vimeo.com/50786479
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Viral?
Miroschnichenko Arthur. Copywriter. Hungry Boys
19.10.2012 /Russian Internet Week
![Page 31: Digital drama](https://reader034.fdocuments.in/reader034/viewer/2022042607/557f121cd8b42aea318b465c/html5/thumbnails/31.jpg)
Miroschnichenko Arthur. Copywriter. Hungry Boys
19.10.2012 /Russian Internet Week
http://www.youtube.com/watch?v=R55e-uHQna0
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Mobile?
Miroschnichenko Arthur. Copywriter. Hungry Boys
19.10.2012 /Russian Internet Week
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But at whole...
Miroschnichenko Arthur. Copywriter. Hungry Boys
19.10.2012 /Russian Internet Week
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Back to reality
Miroschnichenko Arthur. Copywriter. Hungry Boys
19.10.2012 /Russian Internet Week
![Page 35: Digital drama](https://reader034.fdocuments.in/reader034/viewer/2022042607/557f121cd8b42aea318b465c/html5/thumbnails/35.jpg)
Miroschnichenko Arthur. Copywriter. Hungry Boys
19.10.2012 /Russian Internet Week
Reality Digital
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Miroschnichenko Arthur. Copywriter. Hungry Boys
19.10.2012 /Russian Internet Week
Digital reality
![Page 37: Digital drama](https://reader034.fdocuments.in/reader034/viewer/2022042607/557f121cd8b42aea318b465c/html5/thumbnails/37.jpg)
http://sagmeister.com/welcome
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REALITY
Evolution of digital
Yesterday digital simulated the reality
Now it just demonstrates it.
Reality
REALITY
REALITY2010 2012
![Page 39: Digital drama](https://reader034.fdocuments.in/reader034/viewer/2022042607/557f121cd8b42aea318b465c/html5/thumbnails/39.jpg)
No Digital
Miroschnichenko Arthur. Copywriter. Hungry Boys
19.10.2012 /Russian Internet Week
![Page 40: Digital drama](https://reader034.fdocuments.in/reader034/viewer/2022042607/557f121cd8b42aea318b465c/html5/thumbnails/40.jpg)
CAR vs PIANO
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Touch Z-Distance
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Make drama, not digital.
Miroschnichenko Arthur. Copywriter. Hungry Boys
19.10.2012 /Russian Internet Week
![Page 43: Digital drama](https://reader034.fdocuments.in/reader034/viewer/2022042607/557f121cd8b42aea318b465c/html5/thumbnails/43.jpg)
About drama:
Miroschnichenko Arthur. Copywriter. Hungry Boys
19.10.2012 /Russian Internet Week
А. Митта. Кино между адом и раемС. Эйзенштейн. Монтаж аттракционовЮ. Арабов. «Введение в кинознание». Лекция на http://distantlight.tv
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Thank you!
Miroschnichenko Arthur. Copywriter. Hungry Boys
19.10.2012 /Russian Internet Week
http://www.facebook.com/arthur.miroschnichenko