The advertisement is dead! Long live the advertisement!

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A creative briefing by Next Wave Europe.

description

Powerful new forms of communication are finding their ways to advertisement, often coming from performance, design, entertainment or the art world. Social curation, happenings, interventions, visual ethnography, modern dance, kinetic art, installations... just some of the new forms of brand communication emerging today.

Transcript of The advertisement is dead! Long live the advertisement!

Page 1: The advertisement is dead! Long live the advertisement!

A creative briefing by Next Wave Europe.

Page 2: The advertisement is dead! Long live the advertisement!

The majority of creative work lined up at Cannes Lions 2012 cannot be really described as “advertisement” anymore in the traditional sense, as simply most of these projects do not utilize any of the formulas that have been the identification markers of advertisement in the past.

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Even the name of the nearly eight decade old festival has been changed to reflect this shift: from “Cannes International Advertisement Festival” to “Cannes International Festival of Creativity.” It is not just about “advertisement” anymore.

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The traditional advertisement is, indeed, dead. At the same time, there is a surge of new, innovative creative brand communication forms that are re-shaping the face of brands and re-defining the marketing industry.

In this presentation we’ll showcase and highlight some of these trends with video examples!

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Montblanc paid homage to the chronograph (a precise instrument which could record time to the accuracy of a fifth of a second) with a short film challenge. The “Beauty of a Second” was a contest curated by Wim Wenders which asked users to showcase beauty in a one second film or video.

Social curation, community film-making

Watch the campaign on the next slide!

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Banco Popular in Puerto Rico rewrote history and sparked cultural change by reinventing a classic Puerto Rican hit salsa song about “laziness” written by the famous El Gran Combo into an inspiring message about a positive work ethic. The song sparked a national debate and has become the epicenter of the movement by Puerto Ricans toward change and progress, receiving coverage on virtually every media organization in Puerto Rico - and winning a golden lion at Cannes.

Rewrite history! Hack into the culture!

Watch the campaign on the next slide!

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Start a movement!

American Express successfully created a movement and a new American shopping holiday called “Small Business Saturday”, held on the Saturday after Thanksgiving. AmEx gave small stores around America a digital toolkit to help them participate in the day, with instructions on how to build an effective presence in social media. AmEx also bought advertising inventory on Facebook and gave it all to its small business account holders. The campaign won the promo & activation Grand Prix and Cannes 2012.

Watch the campaign on the next slide!

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Kinetic visual street car installation

Mercedes-Benz covered an automobile in several mats of LEDs on the driver side of the car and mounted a digital SLR camera on the opposite side of the vehicle. The camera shoots video on the passenger side of the car and the video is displayed in real time on the driver side of the automobile creating the illusion of transparency and “invisibility”. This “kinetic installation” was designed to advertise the car’s ability to produce zero emissions and protect the environment.

Watch the campaign on the next slide!

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Ethnography based dynamic storytelling

Prudential’s “Day One” campaign focused on retirement and captured what it feels like to wake up on a person’s first day of retirement. Centred on dayonestories.com, the campaign collected and documented personal experiences from across the country, encouraging people to start the conversation around retirement and to pro-actively plan for their own. The campaign, created by Droga5 has won a Gold Integrated Lions at Cannes 2012.

Watch the campaign on the next slide!

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(Solar) Design

Printed with special “solar” ink, the annual report of Austria Solar is only visible in sunlight. The media was definitely the message with this solar book from Serviceplan Gruppe. The idea has won a Design Grand Prix at Cannes 2012.

Watch the campaign on the next slide!

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Integrated functional ecosystems

Fuelbank, a data-collection bot we can wear on our wrist was created by R/GA for Nike. Fuelband takes the Nike+ data collection program and combines it with a wristband so we can monitor our daily activity. It further elevates Nike way beyond the status of a “sports fashion retailer”: Nike is now an integrated brand ecosystem like Apple, Google or Amazon.

Watch the campaign on the next slide!

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Interactive performance art

OK Go, the Youtube popcultural phenomena, has produced a new video in collaboration with contemporary dance company Pilobolus, and Google. Users can also visit the HTML5-power website (only via Chrome), AllIsNotLost.com, type out a personal message and watch the performers dance it out using their bodies to create letters and shapes. The video and the interactive site is an effective showcase for the Chrome browser technology.

Watch the campaign on the next slide!

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Stunt/intervention

To promote their new global strapline, 'That Calls for a Carlsberg', Carlsberg put together an original stunt - or “intervention” how it would be called in the art world - together with Brussels-based agency Duval Guillaume Modem. A series of unsuspecting couples bought cinema tickets, only to find as they walked in to the theater that they were surrounded by rough looking bikers. Those brave enough to take their seats were rewarded by cheers and a bottle of Carlsberg as the strapline flashed up on the screen. The video went viral on YouTube with millions of views and shares.

Watch the campaign on the next slide!

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Stunt/happening

Another stunt campaign from Duval Guillaume Modem, this one for cable channel TNT to deliver the brand message of “drama”. A large red button was placed in the middle of a quiet town square in a Flemish town and challenged people to “push to add drama”. Result: the drama of over 30 million viewers just on YouTube.

Watch the campaign on the next slide!

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Civil resistance action

Tunisian non-government organisation Engagement Citoyen recently arranged for the “return of dictator Ben Ali” to La Goulette in an effort to inspire a higher turnout at the national elections. The arrangement built on civil engagement and the spirit of political resistance.

Watch the campaign on the next slide!

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CCTV curation

Coca-Cola curated “content” solely from CCTV cameras - capturing moments and acts of kindness, affection and heroism. The viral video topped YouTube charts on the first week of seeding. Agency: Landia

Watch the campaign on the next slide!

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In the ad world first we had the era of “uses and benefits” - the mainstream lasting about until the mid to late 1960s.

Summary

Then we had a great period of emotional storytelling - pioneered by the “Mad Man” of the 1960s, taken to perfection in the 1980’s and 1990’s by agencies like BBH and Wieden&Kennedy.

Now, we are again entering a new era where storytelling has become dynamic -- two-way -- and also where powerful new forms of communication are finding their ways to advertisement, often coming from performance, design, entertainment or the art world.

Social curation, happenings, interventions, visual ethnography, modern dance, kinetic art, installations... just some of the new forms of brand communication emerging today.

Advertising is dead - long live advertising! We are living in a new golden age of innovation and creativity.

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