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Ted 2012: Ideas worth spreading to the ad world

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It’s no mystery as to why our …

It’s no mystery as to why our
industry-- composed of
curious & creative thinkers &
storytellers--loves TED.
But some talks are
undoubtedly more relevant
to what we do in
advertising.
Here you’ll find what we at
Chiat see as TED 2012’s
ideas worth spreading, to
the ad world.

Published in: Business, Technology

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  • 1. TED: Ads Worth Spreading and ideas worth spreading to the ad worldWednesday, March 21, 12
  • 2. It’s no mystery as to why our industry-- composed of curious & creative thinkers & storytellers--loves TED. But some talks are undoubtedly more relevant to what we do in advertising. Here you’ll find what we at Chiat see as TED 2012’s ideas worth spreading, to the ad world.Wednesday, March 21, 12
  • 3. Table of Contents 5 TED Talks 10 Ads worth spreading 1 Way to get involvedWednesday, March 21, 12
  • 4. 5 TED TalksWednesday, March 21, 12
  • 5. Julie Burstein how to spark inner creativity the speaker the talk implications “I realized creativity grows out of everyday experiences more often than we might think, including letting go.” Burstein tells of how to embrace inner creativity... Experience: be open to what the observing of an experience may spark inside you. In order to get to the bright Challenge: don’t view it as something to overcome as much as side of creativity, we have to something to learn from. She tells of Richard Ford, who learned about language through his dyslexia and became a Pullitzer Prize embrace the dark side of it. winning author. Limitation: Be willing to identify it, and brave enough to move past it. Like when Richard Serra looked at a Diego Velazques painting and Challenge, limitation, then decided to throw out all his paintings in the river. Ultimately, “in sculpture Serra is able to do what he couldn’t do in painting. He loss....these are all things that makes us the subject of his art.” our industry can learn from, Loss: “In order to create, we have to stand in that space between Julie Burstein is a Peabody Award- what we see in the world and what we hope for,” says Burstein. especially given the challenges it winning radio producer, best-selling “Looking squarely at rejection, at heartbreak, at war, at death.” has recently faced. author, and public speaker who has Tough space. spent her working life in conversation “We can look at the [broken] cracks; they tell the story we all live, of with highly creative people – creation and destruction, control and letting go, of picking up the interviewing, probing, guiding, and pieces and making something new.” creating public radio programs about them and their work.  Wednesday, March 21, 12
  • 6. Susan Cain an introverted call to action the speaker the talk implications Cain distinguishes that introversion is not about sociability, it’s about how one responds to stimulation. Extroverts come alive when they have social interaction; introverts come alive in solidarity. The ad industry is such that “The key to maximizing talents is to put yourself into the zone of stimulation that’s right for you.” extroversion is not only Its a simple concept that our culture does not act upon because of its rewarded, but expected. Often increasing orientation toward groupthink. Society believes creativity the loudest person in the room to stem from an oddly gregarious place. is the one who’s opinions are In classrooms: students are now encouraged to sit in groups and most highly regarded. work together. The “ideal student” is an extrovert. He who opts to work alone is seen as a problem case. In offices: introverts are passed over for leadership roles-- a real problem because introverts have proven successful leaders--Eleanor But quietness and working alone Roosevelt, Ghandi, Rosa Parks. are key components to the Susan Cain is a former corporate For Creativity: Solitude can be a key. Darwin took long walks, Dr. Seuss wrote in seclusion. creative process. And can be lawyer and negotiations consultant For Learning: Buddha, Jesus, Mohammed went into the wild by -- and a self-described introvert. themselves to learn and have revelations. attributed to important Three calls to action: revelations--both intellectual 1. “End the madness of constant group work” Cain argues that we design our 2. “Go into the wildreness, be like Buddha. Have your own and creative. schools, workplaces, and religious revelations.” institutions for extroverts, and that 3. Take a close look at what makes you most happy, and be true to it. this bias creates a waste of talent, energy, and happiness. Full talk can be viewed hereWednesday, March 21, 12
  • 7. Peter Diamandis hope for the future the speaker the talk implications The news media prefers to serve negative stories Brands looking for ways because that’s what humans naturally react most to contribute to a social to--the brain’s amygdala is wired to look out for warning signs. cause should consider But as humans, it is also in our nature to Diamindis’ premise that in eventually solve problems...and keep in mind! the future, access will Abundance is less a matter of quantity, more a matter of access. be more important than Energy: right now, solar energy is 50% the cost of abundance. diesel in India. Water: the world is currently toiling over 0.5% of the Coca-Cola’s distribution planet’s water. Right now, Coca-Cola is testing Dean Kamen’s slingshot technology, which generates clean deal with Dean Karmen’s Peter Diamandis is the founder & drinking water from any source (e.g. the ocean). Health: health has been improving exponentially, and slingshot water-purifying chairman of the X Prize Foundation, a now technology is going mobile. technology is one such nonprofit whose mission is simply "to Population: “The biggest protection against the bring about radical breakthroughs for population explosion is making the world educated and case study in progress healthy,” says Diamandis, detailing that 5 billion people the benefit of humanity." will be connected online by 2020. worth keeping an eye on. Full talk can be viewed hereWednesday, March 21, 12
  • 8. Andrew Stanton my life in story, backwards the speaker the talk implications Stanton opens with a boisterous joke to demonstrate that story- telling is actually joke telling. His greatest storytelling commandment is always, “make me care”. Valuable points for any “A well told promise is like a pebble being pulled back in a storyteller to consider slingshot that propels you through the story to the end.” His story: • let the audience know why 2008: creating Wall-E was based on a hypothesis that storytelling your story is worth their time without dialogue is the purest form of storytelling. It lead to a realization that, “We all want to work for our meal when we • leave room for the audience to watch a movie; we just don’t want to know that we’re doing it.” 2002: creating Finding Nemo was based on a theory called “work.” let them predict, make 2+2, “Don’t give them 4. Give them 2+2. Stories are inevitable if they’re good but not predictable” sense of things for themselves 2001: Stanton took an acting seminar and had a huge moment when he realized--”all well drawn characters have a dominant • “Anticipation mingled with unconscious goal they’re striving for, an itch they can never uncertainty” is a powerful scratch.” 1998: Stanton happened upon William Archer’s insightful recipe definition of drama in his reading, “Drama is anticipation mingled with uncertainty” • “Wonder is the secret Andrew Stanton wrote the first film 1993: Stanton was working at Pixar in its early days when it was sauce”--because wonder is produced entirely on a computer, Toy all freeform. “A group of guys going on gut” which “led us places that were actually pretty good” genuine Story. But what made that film a 1970: Stanton watched Bambi as a 5 year old and walked out classic wasnt the history-making wide eyed with wonder which lead to the realization that In client relations: graphic technology -- its the story, the “Wonder is the secret sauce because it can’t be artificially invoked.” Pixar is an excellent example of heart, the characters that children 1969: Stanton recounts being born into the world as a high-risk operating off of gut (rather around the world instantly accepted premie which was his motivation to strive at being worthy of the second chance he was given, “and that’s what ultimately led me to than exhaustive research) into their own lives. talking about story here at Ted” Full talk can be viewed hereWednesday, March 21, 12
  • 9. Lior Zoref of oxes & the wisdom of crowds the speaker the talk implications Zoref brings an Ox on stage to have people estimate its weight. Hypothesis is: individuals’ guesses will be wildly off, but the average will be remarkably close. Of 500 estimates: There is knowledge and insight -The lowest guess was 308 lbs. -The highest was more than 8000 pounds. to gain by tapping into a large -The average was 1792 pounds. audience. And the real weight? The ox weighs 1795 pounds. WOW. Other examples of crowd wisdom... Writing a presentation and Kai Busman: a pastor who uses crowd wisdom to create his looking for inspiration doesn’t weekly Sunday sermons. His church is full every Sunday. Francine: raising her son by using crowd wisdom on a daily have to be done alone. basis, (ex: Facebook) and said that she feels as if “super- nanny” is helping her. Crowds can offer wisdom and With a big crowd, and a healthy digital relationship with that crowd, you can “upgrade your brain.” Not just by asking delight to spark the process. questions, but by giving value, listening, responding — telling people they matter. Lior Zoref is a speaker, blogger and “The entire human race connected through social networks, is consultant specializing in crowd creating a master-mind.” We are entering a phase of mind- wisdom and future technologies. sharing. Zoref hopes we’ll use crowd wisdom, not just for thinking, but to make our dreams come true, and he ends his talk with a line read by his online friends: “Great minds think alike, clever minds think together.”Wednesday, March 21, 12
  • 10. 10 Ads worth spreadingWednesday, March 21, 12
  • 11. This beautiful ad explores the inspiration and journey of a young illustrator who uses Sharpies to turn disposable coffee cups into works of art. Its an authentic story that might inspire all of us to pick up a tool and create.Wednesday, March 21, 12
  • 12. To advertise the new "Touch Wood" mobile phone, Drill Inc. built a 144 foot xylophone in the middle of the forest, using only sustainably harvested wood. The sheer beauty and scale of the instrument is represented with perfect creative execution.Wednesday, March 21, 12
  • 13. Canal Plus - The Bear (Euro RSCG) In this offbeat witty ad, a bear plays the part of a passionate director -- complete with tantrums, moods and drama. A delightfully clever ending twist reveals the source of his passion and illustrates the brand tagline: The more you watch CANAL+ the more you love cinema..Wednesday, March 21, 12
  • 14. Engagement Citoyen - The return of Ben Ali (Ogilvy One) In this radical voting campaign, Tunisian NGO Engagement Citoyen erected an enormous poster of ex- dictator Ben Ali in the capital of La Goulette, inspiring shock and anger in passersby. Citizens came together to tear the image down -- only to discover the meaningful message.Wednesday, March 21, 12
  • 15. Chipotle - Back to the start (CAA) In flawlessly creative animation, witness the story of a small farmer who slowly converted his family farm to an industrial animal factory before seeing the errors of his ways, and discovering a more sustainable future.Wednesday, March 21, 12
  • 16. Mazda - Defy Convention (Cosmo) Mazda executive Masahiro Moro, gives a heartfelt talk about the secret that his company & the city of Hiroshima share -- following conventional wisdom does not guarantee success.Rather, itcomes from to defying popular opinion and following a vision without giving up.Wednesday, March 21, 12
  • 17. L’Oreal Paris - Aimee Mullins (R/GA Media Group Inc) LOréal Paris chose Aimee Mullins as their spokesperson -- an athlete, model, actor and an activist for women and the next generation of prosthetics. Amy explains why the brands iconic tagline, "Because youre worth it," has always held great meaning for her.Wednesday, March 21, 12
  • 18. Rethink Cancer - Your man reminder (John St) A funny approach to a serious issue -- Rethink Breast Cancer uses hot guys to remind women to check their breasts. The campaign encourages women to download an app and choose their favorite man, receiving a pleasant monthly reminder of a possibly life-saving exercise.Wednesday, March 21, 12
  • 19. Xbox - The Kinect Effect (Twofifteenmccan) When people took the Xbox Kinect technology and ran with it, dreaming up new things Microsoft hadnt even imagined, they didnt shut them down -- they celebrated them.Wednesday, March 21, 12
  • 20. Prudential - Day One: Linda (Droga5) One chapter in a documentary-style series created by Prudential about Americans first day of retirement, this spot captures Linda Gutheries first thoughts on retiring early. Linda’s touching story shares how she confronts and learns from loss, in order to embrace retirement.Wednesday, March 21, 12
  • 21. 1 Way to get involvedWednesday, March 21, 12
  • 22. City 2.0 one way to get involved City 2.0 as an opportunity for brands: This is a way for brands to get involved and have an active role in TED. Companies and organizations are welcome to offer their tools to City 2.0 community members, to help them execute their action plans. This is a way to provide genuine value, foster two-way engagement with audiences, and maybe even be a part of something that will change the world forever. This year, TED is taking matters into its own hands by awarding the TED prize...to a concept. City 2.0 will create a platform that allow citizens anywhere to participate in the creation of their City 2.0. Hoping to excite, connect and empower individuals and communities around the world, “This has been designed as a big collaborative process – not us deciding who’s in and who’s out,” said TED curator Chris Anderson. “It’s a big open tent” to collect and share successes, resources, and insights. Editorial content (video and text), a shareable project database, tools for local connection, and resources for executing ideas will ideally result in an ever- expanding network of citizen-led experiments, with the ability to scale successes and learn lessons from failures. Ten micro grants of $10,000, coming out of the $100,000 TED Prize money, will be awarded in July 2012 to ten local projects that have the best hope of spurring the creation of their City 2.0.Wednesday, March 21, 12