01 DIGI CREATIVE history

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History - James Cooper

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01 DIGI CREATIVE history

  1. 1. JAMES COOPER@KOOPSTAKOV
  2. 2. 18 years in 18 slides.The story of technology vs ideas. 12.09.11
  3. 3. First banner appeared on Wired in 1994. Go back to the basement and do your banners
  4. 4. BANNERS & MICROSITES 
  5. 5. 1994-2007 digital advertising was reallyBANNERS & MICROSITES vis economist headline in a banner vis San Silvestre Nike Banners vis Gym Brasil bannershttp://festivals.doubleyou.com/2004/nikesansilvestre/campaign2/layersky/index.htmlThe ‘craft’ was design rather than ideas...
  6. 6. .... and most of the time we chased technology(and were rewarded for that)http://www.daredigital.com/wanadoo_popups/sparkler_overlay/view.html
  7. 7. BANNERShave not progressed sincethen technically but somenice ideas
  8. 8. MICROSITES 
  9. 9. MICROSITESStarted as pixel pushing paradiseBut the best were like great ads - simple ideas
  10. 10. Then came‘Subservient Chicken’.One Show best of thedecade.
  11. 11. Think about that - one piece of digital work -LAUNCHED CRISPIN. 
  12. 12. You can get away with a lot on digital VODAFONE DESK CRUSHERhttp://www.youtube.com/watch?v=GAGUrO8e8WM
  13. 13. THE V WORD 
  14. 14. you tube ‘Millimetres Matter’ and ‘tom tom yoda’Can you do me a‘viral’?you tube ‘ford cat killer’ you tube ‘ronaldinho crossbar’
  15. 15. The V wordIs a movie on YouTube ‘digital creative’?Lets assume it is. CelebrityStupidGrossPornTechnical achievementDoes that sound like advertising?
  16. 16. THE S WORD 
  17. 17. Social came along 2006-07
  18. 18. Started with uploads martin parrhttp://www.daredigital.com/creativeshowcase_june05/popups/slideshow/468x60_expand_page.html
  19. 19. There have only been two greatFACEBOOK ideas so far vis Whopper Sacrifice vis IKEA photo tag (they sell shit. remember that)
  20. 20. vis Whopper Sacrificevis IKEA photo tag
  21. 21. APPS & iPHONES
  22. 22. Since 2007 it’s allAPPs & iPHONES(nb. do not try this at home)
  23. 23. Don’t fret the techTech will always change. Which means no one can everknow anything. I can’t use photoshop, I can’t use flash, I can’t code.The only software I can use is Word. Don’t be ashamed to say you don’t know something.The web is full of Mr Know It Alls. And don’t be afraid to try things.Despite what your account team says the world won’tend if you fuck up. 
  24. 24. DIGITAL DISASTER STORIES
  25. 25. BAYLEYS 2007using APIs when no one was using them
  26. 26. LYNX FEATHER 2006asking too much http://www.daredigital.com/extranet/lynx/blow/main.html
  27. 27. VIRGIN ATLANTIC 2008/09when phones were for calling
  28. 28. DR PEPPER 2010legal - worst case scenario Digital Disaster Stories vis Axe Lynx vis Baileys vis Dr Pepper LMFM
  29. 29. Cannes agency ofthe year can get itso wrong then socan you.
  30. 30. THANKS!

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