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Cee creative forum Cee creative forum Presentation Transcript

  • WELCOME
  • WORK TO ASPIRE TO
  • OUTDOOR View slide
  • Deadline Express Couriers View slide
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  • James Ready
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  • Financial Times
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  • Net Bank
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  • McDonald’s
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  • GUERILLA
  • Axe
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  • PRESS
  • Canadian Club
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  • Volkswagen
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  • FILM
  • Old Spice
    • http://www.youtube.com/watch?v=owGykVbfgUE
  • match.com
    • http://www.youtube.com/watch?v=-z4aguu4Ex0
  • Phillips
    • http://www.youtube.com/watch?v=lQ3D4CqHbJM
  • Beginning of Best Short Film 2010 Oscar winner
    • http://www.youtube.com/watch?v=p10UE3O8s24&feature=related
  • MEDIA-NEUTRAL
  • Tourism Queensland
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  • Optus
    • http://64.13.249.109/award/whalesong/
  • Ikea
    • http://demo.fb.se/e/ikea/facebook_showroom/
  • Tele2
    • http://demo.fb.se/e/tele2/mobile-internet-live/
  • HBO
    • http://www.hboimagine.com/
  • Learnings from Golden Drum 2009
    • One of the main things I remember from our meeting in Portoroz was that most of us felt that we are weak in craft.
    • So until we improve in this area,
    • like so many other agencies demonstrated at Golden Drum…
    • instead of lamenting our limitations,
    • I suggest that we embrace them.
    • Because great ideas are not craft-dependent…
    • … they’re idea-dependent.
    • If we have a strong idea,
    • all sorts of executional options are open to us.
    • We can use stock photos.
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    • We can shoot rudimentary photos.
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    • We can draw simple illustrations.
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    • We can draw slightly less simple illustrations.
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    • Or we can hire a professional illustrator to draw complicated illustrations.
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    • We can make the medium the idea.
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    • We can extend an idea beyond its medium.
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    • We can even create a new medium.
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    • We don’t need elaborate sets, fancy locations or extensive post-production.
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    • We don’t need to cast more than one person.
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    • We don’t need to worry whether our cultures will be understood.
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    • We certainly don’t need to scam.
    • Because the majority of the work I am showing you here is real.
    • And we don’t have any valid excuses,
    • because award-worthy communication is being already produced for…
    • P&G…
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    • and Unilever.
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  • OBSERVATIONS
    • As a jury, we decided it was not our job to be policemen.
    • We agreed that work should have been properly screened before it was exposed to us.
    • But if an entry screamed “SCAM”, we threw it out.
    • As always, the best ideas stood out.
    • Most of them were either:
    • a fresh articulation of an existing insight (Max Factor: Look into my eyes)
    • offered a new, pertinent insight (BETA: Adopt a dog).
    • and/or struck an emotional chord (Pert: Stop the Suffering; Munich Treaty)
    • Unfortunately, some regurgitated ideas won.
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    • Fortunately, some were exposed.
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    • Poor execution did not prevent an idea from winning.
    • It simply prevented it from winning big.
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    • Press is press.
    • Outdoor is outdoor.
    • Many agencies are still entering their press campaigns in the outdoor competition.
    • If work was not truly outdoor, we did not award it.
    • What wins at Cannes will win at other award shows, too.
    • So don’t focus on Golden Drum, focus on Cannes.
    • Focus on a less competitive category.
    • The radio category had only 51 entries.
    • If you’re searching for new creative talent, look no further than the Piran Poster contest.
    • You’ll get to see how young creatives perform on a real brief with a level playing field.
    • Certain networks are obviously much better organized and geared towards winning awards than others (LB in particular).
    • Also, agencies in countries outside of Europe, such as Lebanon, Turkey and Israel, are performing much better than the European ones.
    • It only takes ONE brilliant idea to stand out.
    • MY ADVICE:
    • Focus on just ONE paying client
    • and
    • ONE pro bono client
  • LOWE & PARTNERS ROMANIA (Our best work)
  • ACTIVATION
  • Delikat “Guess Who’s Coming To Dinner”
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  • J&J Baby “24 Hour Mom”
    • Creative Rationale
      • Every mother cares for her baby non stop, 24h a day, 7 days a week.
      • Johnson’s baby helps provide around-the-clock solutions for baby caring, for different moments of the day.
    • Creative Idea
      • Reward Johnson’s Baby moms through a contest, reassuring them in their choice, and reminding them that our products are helping them throughout the entire day.
      • The objective is to have mothers create positive word of mouth concerning their experience with the brand.
    • Johnson’s Baby supports moms around the clock
    • Contest mechanism
    • Are you a 24h mom? Tell us your story and win!
    • We create the 24hmom.ro website, where moms can upload pictures and tell all about their favorite moment of the day when they interact with their baby and Johnson’s baby products (products must be in the picture).
    • The 3 stories that receive the most votes will receive appealing prizes such as aqua gym subscriptions or 1-year supply of products.
    • The 3 stories will be used as testimonials. We will PR their image as “hero moms” that “survived” throughout each day with the help of Johnson’s baby products.
    • Program promotion:
      • In store materials
      • TV tag
      • Internet
      • Press testimonials
  • In store: Shelf talker
  • In store - Neck hanger
  • In store - Neck hanger
  • TV tag
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  • Website
    • Bath time stories
    • Nappy change time stories
    • Bed time stories
  • Press testimonials
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  • Rexona for Women “Puts You in the Spotlight”
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  • B uzz
    • We create buzz with our “Black puts you in the spotlight” key visual. In major cities throughout the country, with actual spotlights, we will project our key visual and slogan up into the sky, onto the sides of major buildings, and onto walls. Indoors, we will project it onto floors and ceilings.
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  • Reveal
    • The same spotlights will project our KV indoors and outdoors, but now branded with the Rexona logo and a CTA website: www.rochianeagra.ro
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  • Reveal
    • A major “Catwalk” flashmob will take place somewhere in central Bucharest. We will alert the media beforehand and upload the event onto youtube, for maximum exposure and viral impact
    • Beautiful women dressed in black dresses will step out of limousines, and a black “catwalk” will be instantly laid down for them to strut their stuff
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  • Reveal
    • Afterwards they will hand out fliers to women with instructions to buy Rexona Crystal then log onto our website to have the chance to win 1 of 5 iconic dresses and other great black fashion accessories
    • Smaller “Catwalk” flash mobs will also appear in high traffic locations in different cities over the coming days
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  • Reveal
    • At POS, we will have black carpet floor stickers leading to the Rexona shelf. There will be spotlights on the floor, shelf strips and shelf talkers.
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  • Reveal
    • Partnerships with clothes shops - each black garment will carry a hanger label
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  • Reveal
    • Several copies of the dresses will be made so that we can put them on display in different places at the same time. These display locations can include major malls, city/town squares, even central metro stations.
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  • Reveal
    • ATL components
    • TV
    • Press
    • OOH
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  • DIRECT
  • Bayer (Rennie) “Gas Notice”
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  • Unilever (Axe) “Ruler”
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  • TRAINING TIPS
  • RULES
    • 1) Say one thing
    • 2) First be clear then be clever
    • 3) Substance precedes style
  • TECHNIQUE 1
    • BENT VISUAL WITH
    • STRAIGHT HEADLINE
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  • TECHNIQUE 2
    • BENT HEADLINE WITH
    • STRAIGHT VISUAL
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  • TECHNIQUE 3
    • 1) Before (focuses on the problem)
    • or
    • 2) After (focuses on the solution)
    • or
    • 3) Before / After (focuses on the problem and solution)
  • Before (focuses on the problem)
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  • After (focuses on the solution)
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  • Before / After (focuses on the problem and solution)
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  • TECHNIQUE 4
  • FLIP SOMETHING (Do the opposite; change things 180 ° )
  • Mustang Matchbox Ogilvy Frankfurt Germany
  • Fleetwood Matchbox Ogilvy Frankfurt Germany
  • Eldorado Matchbox Ogilvy Frankfurt Germany
  • Soccer Gatorade ALMAPBBDO Sao Paulo Brazil
  • Boxing Gatorade ALMAPBBDO Sao Paulo Brazil
  • Basketball Gatorade ALMAPBBDO Sao Paulo Brazil
  • Steak Heinz Leo Burnett Brussels Belgium
  • Fries Heinz Leo Burnett Brussels Belgium
  • Fish Heinz Leo Burnett Brussels Belgium
  • Kitten Ford JWT Mexico
  • Tricycle Ford JWT Mexico
  • Tortoise Ford JWT Mexico
  • Touran Volkswagen DDB Germany
  • Golf Volkswagen DDB Germany
  • Golf Variant Volkswagen DDB Germany
  • Tiles Leica Camera Advico Young & Rubicam Switzerland
  • Stakes Leica Camera Advico Young & Rubicam Switzerland
  • Ivy Leica Camera Advico Young & Rubicam Switzerland
  • Iron Fence Leica Camera Advico Young & Rubicam Switzerland
  • Bricks Leica Camera Advico Young & Rubicam Switzerland
  • Cockatoo JWT Sydney Australia
  • Echidna JWT Sydney Australia
  • Koala JWT Sydney Australia
  • Troussers Voltaren Pain Relief Saatchi & Saatchi Simko Switzerland
  • Remote control Voltaren Pain Relief Saatchi & Saatchi Simko Switzerland
  • Cheese Voltaren Pain Relief Saatchi & Saatchi Simko Switzerland
  • Baby Voltaren Pain Relief Saatchi & Saatchi Simko Switzerland
  • Sheep Vega-Mayor Florette Salad Grey Spain
  • Pig Vega-Mayor Florette Salad Grey Spain
  • Cow Vega-Mayor Florette Salad Grey Spain
  • Cock Vega-Mayor Florette Salad Grey Spain
  • TECHNIQUE 5
  • SWITCH SOMETHING (Replace one thing with another)
  • Sydney-Toronto Western Union Saatchi & Saatchi Vietnam
  • Singapore-LA Western Union Saatchi & Saatchi Vietnam
  • Shanghai-Chicago Western Union Saatchi & Saatchi Vietnam
  • Hongkong-NY Western Union Saatchi & Saatchi Vietnam
  • Shoe Companions for Seniors Y&R Chicago
  • Piano Companions for Seniors Y&R Chicago
  • Cards Companions for Seniors Y&R Chicago
  • Ballet Job Search Website JWT Hongkong
  • Sumo Job Search Website JWT Hongkong
  • Soldier Job Search Website JWT Hongkong
  • Tree Clemenger BBDO Wellington New Zealand
  • Creek Clemenger BBDO Wellington New Zealand
  • Bridge Clemenger BBDO Wellington New Zealand
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  • TECHNIQUE 6
  • ONE BECOMES ANOTHER (One or many things form another)
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  • TECHNIQUE 7
  • USE A METAPHOR OR SIMILE
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  • TECHNIQUE 8
  • MAKE THE PRODUCT THE IDEA
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  • TECHNIQUE 9
  • MAKE THE MEDIUM THE MESSAGE
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  • TV2 Ugly Betty Saatchi & Saatchi New Zealand
  •