The Digital Mindset

Ashley RingroseSoap Creative & Bannerblog

+ random useless things

A DIGITAL BRIEF

5 min WorkshopCreate a banner (468x60) to support this TVC

Shitty Brief

ResultsA bunch of banner concepts?

Status Quo of Digital vs Traditional

What scares me as a digital creative?

When traditional advertising people start to think digital. Then they steal our clients,

work, talent and awards

Digital People suck at, while traditional are best at

Story TellingCopywriting

Selling in ideasWorking with media agencies

Getting big budgets >100k

However the #1 reason why digital is better than advertising...

We don’t have to do advertising From Iain Tate’s (Poke UK) talk

+ No media needed+ No budget restrictions

+ Can just do it

GAME

MOBILE APP

WIDGET

VIDEO SERIES

INTERACTIVE MOVIE

COMP

CONVERSATION (SOCIAL)

SURVEY

SERVICE

WE CAN MAKE A...

& MORE

NEED TO CHANGE CLIENT MINDSETS NOT TO BRIEF FOR

DIGITAL ADS

BUT BRIEF FOR DIGITAL SOLUTIONS

THINK DIFFERENT FOR DIGITAL

*Insight Stolen from Far Far’s Cannes Workshop

TRADITIONAL ADVERTISING

DIGITAL ADVERTISING

We should both be scared.

Breakthrough ideas NOT from agencies

http://www.youtube.com/watch?v=hKoB0MHVBvM

http://au.youtube.com/user/Blendtec

And the #1 Youtube channel in the world?

http://www.youtube.com/user/Fred

Goodbye expensive digital graveyards

Hello multiple digital touch points

Niche

Super Niche

What about a site where people

post in postcards revealing secrets?

http://postsecret.blogspot.com/

What about a site where people post photos of stupid cats?

http://icanhascheezburger.com/

What about a site about those

annoying ads on websites?

http://www.bannerblog.com.au/

One Function Website

http://umbrellatoday.com/

http://istheinternetawesome.com/

http://thingsididlastnight.com/

http://barackobamaisyournewbicycle.com/

http://www.upl8.tv/

http://snckrz.com/

http://www.cnn.com/tshirt/

DATA IS SEXY

WOULD YOU LIKE TO SEE YOUR SPENDING HABITS

OVER THE LAST 20 YEARS?

http://apps.facebook.com/friendwheel/

http://amaztype.tha.jp/US/Books/Title?q=creativity

http://www.nytimes.com/interactive/2008/02/23/movies/20080223_REVENUE_GRAPHIC.html

http://nikeplus.nike.com/nikeplus/

http://www.fiat.com/ecodrive/

http://now.sprint.com/widget/

http://www.youtube.com/watch?v=L-tRHNElTo4

http://apps.facebook.com/tripadvisortravelmap

http://www.visualcomplexity.com/vc/

http://www.bannerblog.com.au/2009/04/top_12_media_buys_creatives_will_love.php

AND NOW FOR A TEST

YOUR CAMPAIGN MIGHT BE A DANCING BEAR BUT IF PEOPLE ARE DISTRACTED

THEY WILL MISS IT

5 min Workshop (v2)Come up with digital ideas (not ads) to support

Campbell’s Chunky

5 min Workshop (v3)Come up with a single function digital solution

for any brand

DIFFERENT IDEAS?

A FINAL NOTE

DIGITAL IS POWERFUL

Good Luck**Actually no, lets maintain the status quo

Ashley Ringrosewww.soap.com.au

www.bannerblog.com.au