Paradigm Spit: Creativity = 5
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Transcript of Paradigm Spit: Creativity = 5
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Paradigm Spit
Simon Pont Paradigm Spit
Meg 13 March 7th, 2013The Marketing Society March 6th, 2014
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Simon Pont Paradigm Spit
Meg 13 March 7th, 2013The Marketing Society March 6th, 2014
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The Digital Age has taken
tiger-sized bites out of
former paradigms, then
spat the gristle far across
the room.
“
Simon Pont Paradigm Spit
Meg 13 March 7th, 2013The Marketing Society March 6th, 2014
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Terms
Definitions
Former Practices
Established Wisdoms
Once Proven Conventions
Institutional Castle Keeps
Simon Pont Paradigm Spit
Meg 13 March 7th, 2013The Marketing Society March 6th, 2014
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TVVideo
“Content”
Simon Pont Paradigm Spit
Meg 13 March 7th, 2013The Marketing Society March 6th, 2014
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WE NOW LIVE IN A
“DIGITAL STATE”
WHERE WE DO THE SIMPLEST THINGS
DIFFERENTLY
Simon Pont Paradigm Spit
Meg 13 March 7th, 2013The Marketing Society March 6th, 2014
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7
FROM CASUALTY TO COMEBACK
Simon Pont Paradigm Spit
Meg 13 March 7th, 2013The Marketing Society March 6th, 2014
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to “advertise” - verb
to call attention to something,
in a boastful or ostentatious manner,
in a public medium
to induce people to buy
Simon Pont When Fiction Bleeds
IFFP July 25th 2013
Simon Pont Paradigm Spit
Yum December 19th 2013
Simon Pont Paradigm Spit
Meg 13 March 7th, 2013Soundview Live January 16th, 2014
Simon Pont Paradigm Spit
Meg 13 March 7th, 2013The Marketing Society March 6th, 2014
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Simon Pont Paradigm Spit
Meg 13 March 7th, 2013The Marketing Society March 6th, 2014
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10
The Limited Edition
“Dyson DC25 Blueprint”
Simon Pont Paradigm Spit
Meg 13 March 7th, 2013The Marketing Society March 6th, 2014
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Simon Pont Paradigm Spit
Meg 13 March 7th, 2013The Marketing Society March 6th, 2014
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Simon Pont Paradigm Spit
Meg 13 March 7th, 2013The Marketing Society March 6th, 2014
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The Analogue… THEN The Digital… NOW
Simon Pont Paradigm Spit
Meg 13 March 7th, 2013The Marketing Society March 6th, 2014
THE FUNNEL... FLIPS
Source: Digital State (2013)
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Simon Pont Paradigm Spit
Meg 13 March 7th, 2013The Marketing Society March 6th, 2014
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1. Creativity is…
Simon Pont Paradigm Spit
Meg 13 March 7th, 2013The Marketing Society March 6th, 2014
Iconoclasm
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CreativitySimon Pont Paradigm Spit
Meg 13 March 7th, 2013The Marketing Society March 6th, 2014
is…
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17
Creativity is…
Connecting Dots
Galileo manuscript - Sidereus Nuncius - March 1610
2.
Simon Pont Paradigm Spit
Meg 13 March 7th, 2013The Marketing Society March 6th, 2014
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“
”
...to know the best that is known
and thought in the world,
and by MAKING THIS KNOWN,
to create
TRUE and FRESH IDEAS.
Matthew Arnold (1822–1888), Poet,
Culture & Anarchy
Simon Pont Paradigm Spit
Meg 13 March 7th, 2013The Marketing Society March 6th, 2014
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Star Charts Orion’s Belt
BRANDS SHAPE THEMSELVES FROM A CONSTELLATION OF REFERENCE POINTS
Simon Pont Paradigm Spit
Meg 13 March 7th, 2013The Marketing Society March 6th, 2014
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Simon Pont Paradigm Spit
Meg 13 March 7th, 2013The Marketing Society March 6th, 2014
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21
One of the deep mysteries to
me is our logo,
the symbol of lust
and knowledge,
bitten into,
all crossed with the colours
of the rainbow
in the wrong order.
You couldn’t dream
of a more appropriate logo:
lust, knowledge, hope, and
anarchy.
Jean Louis Gassée,
Former Apple executive
“
”
Simon Pont Paradigm Spit
Meg 13 March 7th, 2013The Marketing Society March 6th, 2014
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There were a lot of different colour iterations.
We ended up with the primary colours,
but instead of having the pattern go in order,
we put a secondary colour on the L,
which brought back the idea that
Google doesn't follow the rules.
Ruth Kedar, Google
“”
Simon Pont Paradigm Spit
Meg 13 March 7th, 2013The Marketing Society March 6th, 2014
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Simon Pont Paradigm Spit
Meg 13 March 7th, 2013The Marketing Society March 6th, 2014
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24
Phaeton & his Dad’s
Sun-Chariot
Simon Pont Paradigm Spit
Meg 13 March 7th, 2013The Marketing Society March 6th, 2014
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25
Simon Pont Paradigm Spit
Meg 13 March 7th, 2013The Marketing Society March 6th, 2014
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Simon Pont Paradigm Spit
Meg 13 March 7th, 2013The Marketing Society March 6th, 2014
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Blue Ribbon Sport: 1964
Nike Inc: 1978
Just Do It: 1988
Born 1974
Simon Pont Paradigm Spit
Meg 13 March 7th, 2013The Marketing Society March 6th, 2014
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Simon Pont Paradigm Spit
Meg 13 March 7th, 2013The Marketing Society March 6th, 2014
3. Creativity is…
Suggestionthe Power of
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“Never
under-
est...”
Canal+
(2009)
76”
Simon Pont Paradigm Spit
Meg 13 March 7th, 2013The Marketing Society March 6th, 2014
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The intersection of
FUNDAMENTAL STORY-TELLING
PRACTICES...
The Future for Brands & Marketing...
and how
DIGITAL MEDIA CAN CREATE
OBLIQUE ENTRY POINTS
Simon Pont Paradigm Spit
Meg 13 March 7th, 2013The Marketing Society March 6th, 2014
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Toy
Tantalise
Tease
Feed
Simon Pont Paradigm Spit
Meg 13 March 7th, 2013The Marketing Society March 6th, 2014
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The Monster
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JAWS (1975)
Simon Pont Paradigm Spit
Meg 13 March 7th, 2013The Marketing Society March 6th, 2014
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Robert Shaw & shark
“It made me become
more like Alfred
Hitchcock: to
tease, to make a
the-less-you-see-
the-more-you-get
thriller.”
Simon Pont Paradigm Spit
Meg 13 March 7th, 2013The Marketing Society March 6th, 2014
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Transmedia teaser (2009)
Location: West Hollywood, Los Angeles
DISTRICT 9: BUS BENCHES
Simon Pont Paradigm Spit
Meg 13 March 7th, 2013The Marketing Society March 6th, 2014
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Transmedia teaser (2011)
Location: Bakerloo line, London
LIMITLESS: UNDERGROUND TUBE CARDS
Simon Pont Paradigm Spit
Meg 13 March 7th, 2013The Marketing Society March 6th, 2014
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PROMETHEUS (2012): VIRAL FILMS X3
Viral 2 (April):
“Happy Birthday
David”
Viral 3 (May):
“Quiet
Eye”
Viral 1 (Feb):
Peter Weyland
at TED 2023
Simon Pont Paradigm Spit
Meg 13 March 7th, 2013The Marketing Society March 6th, 2014
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Simon Pont Paradigm Spit
Meg 13 March 7th, 2013The Marketing Society March 6th, 2014
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Simon Pont Paradigm Spit
Meg 13 March 7th, 2013The Marketing Society March 6th, 2014
THE PRETENDING LAYER AKA. ‘THE IMAGINARY ME’
2008 TVC screen-grab, “Gamma”
for Apple iPod+iTunes (2008).
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40
Conspicuous
Communication
40
Simon Pont Paradigm Spit
Meg 13 March 7th, 2013The Marketing Society March 6th, 2014
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Simon Pont Paradigm Spit
Meg 13 March 7th, 2013The Marketing Society March 6th, 2014
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9 November 1989
Simon Pont Paradigm Spit
Meg 13 March 7th, 2013The Marketing Society March 6th, 2014
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“We live in
fascinating
times…”
Simon Pont Paradigm Spit
Meg 13 March 7th, 2013The Marketing Society March 6th, 2014
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44
AUDACITY...
Simon Pont Paradigm Spit
Meg 13 March 7th, 2013The Marketing Society March 6th, 2014
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14 October 2012
BRAVERY...
Simon Pont Paradigm Spit
Meg 13 March 7th, 2013The Marketing Society March 6th, 2014
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12:17 MDT (18:17 GMT)
Simon Pont Paradigm Spit
Meg 13 March 7th, 2013The Marketing Society March 6th, 2014
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AMBITION...
Simon Pont Paradigm Spit
Meg 13 March 7th, 2013The Marketing Society March 6th, 2014
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Simon Pont Paradigm Spit
Meg 13 March 7th, 2013The Marketing Society March 6th, 2014
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The goal is to become
HBO faster than HBO
can become us.Ted Sarandos,
Chief Content
Officer
“AMBITION...
Simon Pont Paradigm Spit
Meg 13 March 7th, 2013The Marketing Society March 6th, 2014
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The goal is to become
HBO faster than HBO
can become us.Shane Smith,
Co-founder &
CEO
The next CNN.“AMBITION...
Simon Pont Paradigm Spit
Meg 13 March 7th, 2013The Marketing Society March 6th, 2014
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Creativity is…
Simon Pont Paradigm Spit
Meg 13 March 7th, 2013The Marketing Society March 6th, 2014
Iconoclasm
Connecting Dots
Suggestion
Bravery, Audacity, Ambition
Doing & Feeling Good
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52
Simon Pont Paradigm Spit
Meg 13 March 7th, 2013The Marketing Society March 6th, 2014
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CREATIVITY in our Digital Age is
a RALLYING CRY.
It’s a CALL TO ARMS.
To STORM THE GATE &
take down the CASTLE KEEP.
An opportunity to see
how far you can
SPIT A PARADIGM.
Simon Pont Paradigm Spit
Meg 13 March 7th, 2013The Marketing Society March 6th, 2014