Lessons from the One Show Creative Unconference

8/6/2019 Lessons from the One Show Creative Unconference

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Lessonsfrom the One ShowCreative unConference


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First, you begin with absolutely nothing.

A blank agenda sits on a wall, with

one-hour time slots down the side and

six to eight session slots across the top.

Anyone who wants to convene a session

writes the topic on a piece o paper

and posts it, adding some color and

personality to an otherwise barren space.

Almost immediately, the agenda springs

to lie.

Second, you never know which way

its going to go. Completely participant

driven, every unConerence is dierent

rom the one o year that precedes it,

welcoming a diverse group o leaders

rom traditional and interactive agencies

and clients rom a broad range o

industries. There are no rigid ormalities

or expectations.

Since one can only attend a limited

number o sessions, the task is

to choose those that sound most

compelling. The result is a string o the

most unique presentations you could

ever encounter rom ones highlighting

the latest groundbreaking mobile trends

to those promising that, at some point,

the presenter will set himsel on fre.

This is no ordinary conerence.

What puts the unin the unConerence?

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This year, the One Show Creative

unConerence had as many as 54

sessions drawn rom assembled

participants. Favoring a collective o

interactive discussions over talking

head presentations, the unConerence

prompted conversations on a wide range

o subjects, rom the interplay between

social networking and media to the

cutting-edge ways that creatives are

bridging their work into the real world.

BBDO is happy to share with you the

key takeaways rom this special event.

Hopeully, these rereshing paradigms

will open your imagination to the ways

in which we can fnd meaning in media

platorms and technologies. Let these

insights challenge you to generate some

discourse o your own.

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Set yoursel on re.(Presenter: JD Michaels, SVP, Director o Creative Engineering at BBDO)

I theres one thing that JD Michaels

learned when he was a six-year-old

budding stuntman, it was to bring

unmatched passion or fre toeverything you do.

The same fre that JD brought to

his childhood desire to become a

stuntman (a passion that eventually led

him to learn how to saely set himsel

on fre), he brings to his passionate

approach as a SVP, Director o Creative

Engineering at BBDO New York.

In his talk at the OneShow Creative

UnConerence, JD delivered

his homegrown lessons on the

importance o bringing passionor fre to the creative proession

o advertising. Although he initially

drew a big audience at his session by

promising to set himsel on fre, JD

actually brought the heat by sharing

the ollowing sparks o inspiration

with all the creative proessionals in

attendance:

Think backwards.Most people think, What can we do

and how can we make it creative?But innovative people think, Whats

the coolest thing ever and how can we

actually do that?

Earn their trust.Otentimes, clients are uneasy with the

thought o handing over thousands odollars or a campaign. When pitching

to a client, it is not enough to just

explain a good idea and leave it at that.

You have to hold their hands or the

entire journey beore, during and ater

the idea is sold, continually reminding

them why the concept remains

consistent and cool.

Take the risk beore

they do.

Though the outcome is uncertain, you

have to be the person to take the idea

and move it orward. They have to

believe that you yoursel are willing to

take that risk frst and make it work.

Set yoursel on re.Fire is not just enthusiasm, but the

drive to get something done. JDs

fre recently helped bring to lie a new

Autism Speaks campaign executed by

BBDO. The project, a product o bothinspiration and perspiration, sought to

recreate the heartbreaking experience

o talking to an autistic child through

an interactive platorm. Using cutting-

edge Kinect technology, BBDO was

able to captivate and educate people

on the truths o the disorder.

(Writers note: JD did, in act, set himsel on fre or

demonstrative purposes during his UnConerence

session, proving that he can both talk the talk and

walk the walk. Neither JD nor conerence goers

were harmed during this particularly hot session.)

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What is Facebook orTwitter worth?

Facebook and Twitter are platorms or

delivering news and inormation as well

as or ostering ongoing conversation.

But these outlets can also be magic

or brands. By allowing brands to

communicate with ans and audiences

everywhere, social media provides an

invaluable channel to oster the best in

customer relationship management.

Here are what brands need to keep in

mind to ully maximize their return rom

investments in social media:

People are sellingyour brandsmessage.Facebook makes it easy because

people are already there. People can

post instantly to share their experiences

with brands, whether they be good

or bad. Social media users have the

potential to become advocates or the

brand. When that happens, brands

thrive.

Build sentiment.Customers are used to conversing,

listening, and having a point o view.The key or brands is not to give a

lecture, but to join a conversation with

the consumers. Brands should join in

on the discussion, listen and engage.

Make an ethereal brand into a tangible

one, and you can maintain positive

sentiment.

Its a question o

value.You need something bigger than a

promotion to bring in your audience. Its

not just about short-term sales lit: there

needs to be a strategic, creative and

smart reason behind using social media.

Extend theexperience.

Facebook likes are useless unless youknow exactly what you are going to do

with them. Connect the real world with

online eedback. American Airlines, or

instance, exchanges likes or miles.


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Photo by Flowtown 9


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Mobile matters.(Presenter: Jesse Haines, Head o Marketing, Google Display Media)

Mobile is revolutionizing our lives. The

physical and digital worlds are colliding,

with mobile serving as the connective

tissue that brings these worlds together.

Some interestingacts: 400,000 Android devices are being

activated everyday three times the

number o newborn babies!

One in our searches on Android is a

voice search.

Mobile users search with urgency.

According to Priceline.com, 85% o thosebooking a hotel searched it the day beore.

Tablets are exploding.People are at ease with tablets and enjoy

using them. Their increased adoption will

bring about new business models, services

and market opportunities or commerce

that didnt exist beore.

Mobile helps youlearn about the worldaround you.Google Goggles is an app that lets you

conduct a visual search. Ater taking a

picture o a real object or place, you can

use Google Goggles to retrieve inormation

rom the Web on what was photographed,

unlocking a dynamic interactive experience.

For mobile sites, fash

is not the uture.There is currently a lot o activity around

building mobile apps, but less eort

being put into creating mobile websites.

Eventually that will change. Although the

unctionality o mobile sites is still limited at

the present, HTML5 will soon up the ante

and help a new, dynamic wave o mobile

sites be introduced.

Mobile changes thein-store shoppingexperience.

The bricks to clicks phenomenon

suggests that we go into stores to touch

and eel products that we later buy online.

With mobile, on-the-spot price comparisons

and online purchases can happen instantly.

Retailer search queries can range rom 50%

to 60% o all search queries.


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Photo by Square


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Creating time, notbuying time(Presenter: Mark Sabec, Product Marketing Manager at Youtube)

Brands dont sellbrands, people do.With todays digital ecosystem, people are

now more vocal about the brands they

patronize and co-op branded content to

reshape as they wish. It is scary or brands

to give away that control and put the

power into consumers hands. But you

need to let consumers take a part in the

brand experience. Trust them, and you will

reap the benefts.

Traditional advertisingno longer works alone.Print, TV, radio and billboards are no longer

the end-all, be-all. Various other media

are now used to catch peoples attention.

YouTube alone gets 2.5 billion video views

per day.

A lot o great campaigns employ specifc

types o content on each platorm, so

the user can choose their own adventure.Tipp-Ex is one such example they made

paper corrective solution sexy by creating

a un and unexpected interactive campaign

on YouTube. They aggregated 40 dierent

videos that can be unlocked depending on

what the user chooses to do.

Dont put mediaplatorms in silos.For clients who have a Facebook page

and a Twitter page, fnd a way to have

each platorms content eed o each

other. Think about the digital behavior o

an audience and how you can make that a

core part o your strategy.

The Internet isdemocratic, and so

should campaigns be.Turn the campaign into a participatory

vehicle to drive a story by letting users

comment, parody, and actively participate.

Instead o orcing them to watch

something, fnd an invigorating way that

will make them happy to be involved.

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Increase digital literacyacross all teams.

Attaining digital literacy is the frst step

any company needs to take in addressing

the ull spectrum o opportunities that the

space has to oer. There are some guiding

principles that should be ollowed in trying

to get everyone in your organization on the

same page rom a digital perspective.

Digital is a movingtarget.Each person, whether a client or someone

in the agency, has a dierent perception

o digital. Create your own defnition andstandardize it, investing time in educating

all levels o sta.

Fill in theseknowledge gaps.Inorm people o the opportunities made

possible by new digital developments.

Bring in a tech vendor, not with the

intention o a sales pitch but simply to

generate awareness o the product.

Dont use technologyor the sake otechnology.Not every campaign needs an app. The

cool idea created around a technology

just because the technology makes it

possible might not always be the most

eective way to meet clients needs.

Collaborate with othercompanies.Invite over another company in your

industry and discuss what is working and

not working.

Come up withincentives to getpeople excited.Challenge everyone to get 200 ollowers on

Twitter. Use Foursquare around the ofce.And let the mayor o any conerence room

boot anyone out o their seat!

Set up a digitalplayground.Create a break room, a place where people

can collaborate, experiment, and become

inspired. Introduce an app o the week,

and have the sta play around with it.

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Photo by eboy

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WWW.BBDO.COM

WWW.PROXIMITYWORLD.COM

WRITTEN BY

ALEXANDRA ATILANO

TAO DONG

EDITED BY

EDWIN PHILOGENE

Lessons from the One Show Creative Unconference

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