P.A.D.C Workshop
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THINK DIFFERENTAshley RingroseSoap Creative & Bannerblog
+ random useless things
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THINK DIFFERENTAshley RingroseSoap Creative & Bannerblog
+ random useless things
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DIGITAL INITIATIVE
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Where do you find the time?
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Google Stats
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play
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Flagged emails
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heroHQ
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Underground
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Bannerblog
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Sleevage
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MrPotatomash
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Couch photos
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Shoe Photos
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Mattress Photos
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Personal photos
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WTFcostumes
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Earthwallpapers
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TheSlipperyTruffle
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Read
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Milo helps
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“I don’t have the time” is bullshit
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#1 Reason why digital is better than advertising?
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We don’t have to do advertising
From Iain Tate’s (Poke UK) talk
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+ No media needed+ No budget restrictions
+ Can just do it
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GAME
MOBILE APP
WIDGETVIDEO SERIES
INTERACTIVE MOVIECOMP
CONVERSATION (SOCIAL)
SURVEY
SERVICE
WE CAN MAKE A...
& MORE
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NEED TO CHANGE CLIENT MINDSETS NOT TO BRIEF FOR DIGITAL
ADSBUT BRIEF FOR DIGITAL
SOLUTIONS
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#1 reason digital sucks?
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It’sComplicated
shit
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UBISOFT : http://callofjuarez.au.ubi.com/the-chicken-race
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“Interactivity increases brand recall 63% more than non
interactive ads”
*Barnum Sulley Research 2008
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*Insight Stolen from Far Far’s Cannes Workshop
TRADITIONAL ADVERTISING
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DIGITAL ADVERTISING
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A DIGITAL BRIEF
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Shitty Brief
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ResultsA bunch of banner concepts?
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Ask to be briefed differently
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Status Quo of Digital vs Traditional
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Digital People suck at, while traditional are best at
Story TellingCopywriting
Selling in ideasWorking with media agencies
Getting big budgets >100k
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While traditional suck at, while digital are best at
Non advertising ideasInteraction
Non linear experiencesWorking with other creative agencies
TechnologyVideo Games
Working with Budgets <50k
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What scares me as a digital creative?
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When traditional advertising people start to think digital. Then they steal our clients,
work, talent and awards
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But we should both be scared.
Breakthrough ideas NOT from agencies
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And the #1 Youtube channel in the
world?
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THINK DIFFERENT FOR DIGITAL
2009 IS NOTHING LIKE 2006
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The web is only
days old
THE DIGITAL MARKET circa 2008
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Goodbye expensive digital graveyards
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Hello multiple digital touch points
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Real Mobile Web
THE DIGITAL MARKET circa 2008
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One Function Website
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DATA IS SEXY
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FILM ANNOUNCED
TRAILER + WIDGET
LAUNCHED
BLOGLIVE
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Chuck Norris Facts
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When the Boogeyman goes to sleep every night, he checks his closet for Chuck Norris.
There is no theory of evolution. Just a list of creatures Chuck Norris has allowed to live.
Chuck Norris is the reason why Wally is hiding.
There is no chin behind Chuck Norris’ beard. There is only another fist.
Chuck Norris can lead a horse to water AND make it drink.
Chuck Norris CAN believe it's not butter.
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CREATIVE MEDIA?
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CANNES 2008
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A Blind Call
Duval Guillaume [BE]Agency:
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Read At Work
COLENSO [NZ]Agency:
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Virgin Bets
Lean Mean Fighting Machine [UK]Agency:
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5 min Workshop (v2)Come up with digital ideas (not ads) to support
Campbell’s Chunky
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5 min Workshop (v3)Come up with a single function digital solution
for any brand
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A FINAL NOTEDIGITAL IS POWERFUL
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Thank you & Good LuckAshley Ringrose
www.soap.com.auwww.bannerblog.com.au
@100ftzombie