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Get out of your minivan and into our spaceship
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Get out of your minivan and into our spaceship

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A book we wrote in three hours in CM527, Strategic Creative Development

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Get out of your minivan and into our spaceship

  1. 1. 4 Get O ut of Your Minivan and Into O ur Spaceship Get O ut of Your Minivan and Into O ur Spaceship 5 table of contents 4 Intro 8 It’s OK to live in your mother’s basement 12 If experiences were drugs, we’d be in rehab 16 That’s too much cleavage, button up 20 Smooth talk won’t get you laid 24 Don’t drink the Kool-Aid, make your own 28 Open mind, open wallet 32 Not your momma’s stick figure 36 Hate the paper, not the words 40 Our life is a 4:4 beat 44 Set fire to the hives 48 Babel 2.1 52 Embrace the glitch 56 Epilogue
  2. 2. 6 Get O ut of Your Minivan and Into O ur Spaceship Get O ut of Your Minivan and Into O ur Spaceship 7 CONTRIBUTORS Writers Drawers Adam Shigem Chris Dunn Avinanda Mukherjee Dana Centofani Chris Leone Hao Wang Drik Ghosh Jackie Jané Elizabeth Scherer Jingxuan Yue Evan Caughey Meagan McNulty Jon Lobello Michael Saiewitz Jono Decosta Nikola Sudelija Mariah Raspen Yihun Ha Priyanka Nigam Lexie Yan Silviya Krasteva Bella Kuo Todd Buckholt Suzie Wyman
  3. 3. 8 Get O ut of Your Minivan and Into O ur Spaceship Get O ut of Your Minivan and Into O ur Spaceship 9 SPECIAL THANKS Editors Designers/Art Directors Todd Buckholt Evan Caughey Silviya Krasteva Chris Dunn Mariah Raspen Jackie Jané Elizabeth Scherer Hao Wang Adam Shigem This wouldn’t have been possible without the following individuals. A special thanks to our video production crew: Max Belin, Forest Lin, and Ryan Whitten. Their hard work was essential to documenting this experience. We extend another thanks Rob Colucci for all of his help with anything we needed. His assistance was greatly appreciated.
  4. 4. 10 Get O ut of Your Minivan and Into O ur Spaceship Get O ut of Your Minivan and Into O ur Spaceship 11 PREFACE This book was conceived, written and produced in three hours in a class called Strategic Creative Development at Boston University’s College of Communication. INTRODUCTION We are the future of advertising. Over the next few years we will begin our careers in an industry that’s in the midst of a dramatic transformation. Technology, social media, collaborative consumption, hyper-connectivity and a demand for real time interactivity have changed everything. The work. The teams that make it. The briefs that inspire it. And the advertising agencies themselves. The pace of change will only accelerate. Here’s what we can bring to push it along.
  5. 5. 12 Get O ut of Your Minivan and Into O ur Spaceship Get O ut of Your Minivan and Into O ur Spaceship 13 Okay, so no one wants to hire a lot of us after graduating. Now some of us have ended up moving into our mother’s basement. We’re broke and shit out of luck. Might as well give up on any dreams of working in advertising, right? Give up and get some crappy used car salesman job. But what if our mother’s basement is our first step to greatness? Some of the greatest things have come out of basements. Many of the most successful agencies in the world have started out of homes. Kaplan Thaler, for example, began in a small brownstone apartment. Everyone has to start somewhere.
  6. 6. 14 Get O ut of Your Minivan and Into O ur Spaceship 15 Get O ut of Your Minivan and Into O ur Spaceship We have to think about why we are in this situation and grow strong from our early challenges. The greatest thing about advertising is that people come from all kinds of backgrounds. It’s this pay-it-forward industry, where people want to help. We may be at the bottom right now. But don’t worry, we’ll climb out and keep on going.
  7. 7. 16 Get O ut of Your Minivan and Into O ur Spaceship Get O ut of Your Minivan and Into O ur Spaceship 17 We seek out new experiences like junkies. We constantly seek our next fix because we have an addiction that can only be satisfied by living. We’re always reading, meeting new people and traveling to new countries. Never happy with what we know, we always want to know more. This addiction gives us a breadth of character, a well- rounded outlook that leads to an unparalleled creativity. We can take a little bit of this and a little bit of that and synthesize it into something remarkable.
  8. 8. 18 Get O ut of Your Minivan and Into O ur Spaceship 19 Get O ut of Your Minivan and Into O ur Spaceship We are skydivers, quilters, painters, runners, travelers. Each of us is the sum of all our experiences. And when we come together, as teams,collaborators and sharers, the possibilities are endless. So watch out. Experiences are our drug and we’re gonna get our fix. But in the end they won’t leave us dazed and confused. They’ll make us sharper and more focused.
  9. 9. 20 Get O ut of Your Minivan and Into O ur Spaceship Get O ut of Your Minivan and Into O ur Spaceship 21 Advertising needs to have a little less flash and a little more substance. After all, too much flash can be blinding. Let’s co-exist and co-create. Let’s get humble. Meet Xavier, he’ll ask you to call him “X”. He’s the new advertising intern cliché. A few experimental choices make him think that he’s seen it all, been there, done that. And he lets you know it. Now meet Johan, he’s an executive creative director, and he’s earned his corner office and the right to wear that beret in 2013 by burning midnight cigarette butts through the 80’s. He’s from the days when advertisers were the ultimate social players. But then digital came onto the scene, and geeky became sexy. So now when X meets Johan, in an advertising environment charged with egos and the constant need to face-off, “tension” is an obvious by-product.
  10. 10. 22 Get O ut of Your Minivan and Into O ur Spaceship 23 Get O ut of Your Minivan and Into O ur Spaceship Lesson learned... As the next generation of ad men, we need to think straight, and be humble. We can’t act stupid or bigger than we are. But we need the veterans, too. To pass us the baton, and nurture our young talent so we can become tomorrow’s creators. Together, why not learn from each other and not waste time flashing our egos or simply calling attention to ourselves.
  11. 11. 24 Get O ut of Your Minivan and Into O ur Spaceship Get O ut of Your Minivan and Into O ur Spaceship 25 Dating is a form of advertising. You dress yourself up, slick back your hair, and have a compliment ready to go when you pick them up at the door. You make yourself look as good as possible in the hope that they will buy your product. They are the consumer, and you are the brand. But it’s not enough to just say things about yourself. Consumers are savvy. They’ve heard it all before and they’re skeptical. Sure, you may get a kiss at the door, but before they let you into their bed, you need to prove yourself. And words aren’t enough. Consumers today want real value, not pick-up lines. They want to see what your brand can do for them. They want connection, utility, and a reason to believe your claim. In the dating world, smooth talk is your tagline. It’s snappy,
  12. 12. 26 Get O ut of Your Minivan and Into O ur Spaceship Get O ut of Your Minivan and Into O ur Spaceship 27 enticing, maybe even sexy. It’s good for drawing them in, but if you don’t deliver they’ll be quick to leave you for the next person who talks a big game. Consumers have grown up with plenty of empty talk. They’ve been on plenty of bad dates, and now, they want to settle down, find a brand they can actually spend some time with. We understand this. We’ve been on plenty of bad dates, too, and we don’t want anyone else to suffer. It’s this perspective that will allow us to truly connect with consumers. To give them what they want. To show them that brands are worth their time. To prove that we mean what we say. We’re pretty good at smooth talk, but we’re even better at sealing the deal.
  13. 13. 28 Get O ut of Your Minivan and Into O ur Spaceship Get O ut of Your Minivan and Into O ur Spaceship 29 Please, don’t drink that Kool-Aid! You know, the bland, sugary and spiked-with-mediocrity blend that transforms you into a member of “the middle.” I mean, didn’t you enter this industry because you craved to be original, and knew you could do better than that crappy TV spot? But, oh my… it’s so tempting to drink it. And it gets to your head pretty quickly too, making you think you’ve done something super badass even though all you did was exercise your awesome copy-paste abilities. It helped you do that awesome thing that someone else did.
  14. 14. 30 Get O ut of Your Minivan and Into O ur Spaceship 31 Get O ut of Your Minivan and Into O ur Spaceship You know what, though? The Internet is a bitch. It will know you drank it. Someone will tweet your cheat move, you’ll end up on Reddit and die as a bad meme. Would you do that to impress an agency? You’d better not. After all, they hire armies of young people fresh out of college. Us. And, mind you, we’re perfectly capable of brewing some damn good psychedelic Kool-Aid of our own. So I’m going to give you some sharable advice: being fresh is what agencies are hiring us for, and that’s what you should want to be too. And that means brewing fresh, original Kool-Aid.
  15. 15. 32 Get O ut of Your Minivan and Into O ur Spaceship Get O ut of Your Minivan and Into O ur Spaceship 33 On the subway you’re reading the New York Times on your iPad. Somebody’s written about a new deli opening right down the street from where you work. He raves about the most incredible Reuben he’s ever eaten—the freshness of the bread, a touch of sweetness in the sauerkraut, how the thick cuts of meat left the author satisfied for the rest of the day. Your mouth is watering. Four hours later, you’re at that deli, ordering that Reuben. We can all learn from journalism. Advertisers sell products. Everybody knows that. But journalists sell something a little more meaningful than products. They sell ideas. They sell concepts. They sell the truth. Perhaps most importantly, they sell open-mindedness. And as advertisers, we know that people with open minds, open their wallets.
  16. 16. 34 Get O ut of Your Minivan and Into O ur Spaceship 35 Get O ut of Your Minivan and Into O ur Spaceship If people hate ads because they feel like they too often lie or mislead. A more journalistic approach -- accurate, objective, transparent and honest -- might quell the skepticism. Opening minds and wallets in the process. Maybe we should bring a little more of that to our industry. Open mind, open wallet.
  17. 17. 36 Get O ut of Your Minivan and Into O ur Spaceship Get O ut of Your Minivan and Into O ur Spaceship 37 Remember when you first learned to scribble? Probably not, but I bet your mom or dad has that first drawing framed somewhere and if you asked for it they could pull it out in a hot second. Drawing may be an advantage when it comes to getting pictures on your mom’s fridge, but to be an art director these days you better know how to turn your images into something more. We, as the future art directors, may still love our No. 2’s but we also have a passion for new ideas, new technologies and new revolutions.
  18. 18. 38 Get O ut of Your Minivan and Into O ur Spaceship 39 Get O ut of Your Minivan and Into O ur Spaceship We know how to create things. We invent. We build prototypes. We add dimension, visually and conceptually to everything we create. And because we know how to talk to coders, our ideas can actually live in the real world. We take the time to learn how to speak in all languages. We’re masters of our own, but respectful of all. After all, advertising is now about creating things. Taking a small idea and making it into a revolution. We are the art directors of the future. Not your momma’s stick figure.
  19. 19. 40 Get O ut of Your Minivan and Into O ur Spaceship Get O ut of Your Minivan and Into O ur Spaceship 41 Words will never die. They move us. They teach us. As writers we love words. We like playing with the language and making connections. We respect the power that words have. The strength to breathe life into something dull. The ability to get into people’s minds and play with their imaginations. However, we are natives. We grew up in the new landscape where words take shape as text messages. Words flow in a stream. Words appear in new places almost daily. We read them on our smartphones and stream them to our laptops. We post them on social media succinctly in 140 characters or less. We can scratch them on sidewalks for passersby. Sometimes we share them on apps that dissolve, taking the words with them.
  20. 20. 42 Get O ut of Your Minivan and Into O ur Spaceship 43 Get O ut of Your Minivan and Into O ur Spaceship But guess what? Words don’t need paper. Not anymore. Look at this book. It only exists as a digital file. We don’t need the paper when the new world looks like this. Paper cuts our fingers and kills the environment. We love words. Just don’t print them out.
  21. 21. 44 Get O ut of Your Minivan and Into O ur Spaceship Get O ut of Your Minivan and Into O ur Spaceship 45 “G ive me a break,” echoed Kit Kat in the 1980s. You couldn’t help but sing along every time it came on the television. In the decades past, jingles had the power to sway consumers. Now in 2013, music still plays a big role, but in a different way. It not only defines our generation it’s part of our digital behavior. We hear an ad on TV with a catchy song, Shazaam it, and add it to iTunes. We wake up to Jason Mraz, pregame to Avicii, and with buds in our ears, we space out to Mumford and Sons on the train. As we sit in class, scribbling drawings on notepads and glaring at Apple screens, it isn’t until the music turns on that the ideas begin churning. What is it about music that makes it so powerful?
  22. 22. 46 Get O ut of Your Minivan and Into O ur Spaceship 47 Get O ut of Your Minivan and Into O ur Spaceship It can tell a story of heartbreak, ignite any emotion, and connect us in a way that words or pictures will never be able to do. Technology has progressed so rapidly that music can be heard anywhere and in any way. We’re a generation who knows this better than anyone. Maybe our obsession with rhythm and sound can bring something new to the industry and bring something back at the same time. Long live the jingle.
  23. 23. 48 Get O ut of Your Minivan and Into O ur Spaceship Get O ut of Your Minivan and Into O ur Spaceship 49 You can do the scientific psycho-babble of reading minds, or make things that set fire to the hives. We, the future of advertising choose the latter. We don’t think in terms of ads, but acts. Acts that not only provide solutions, but that make the consumer think the solution was her idea. Making the brand a part of the user’s beliefs and values. As digital natives, collaborative consumption and crowdsourcing are second nature to us. But what really sets our generation of idea-generators apart is that we’ve learned to spend more time listening than talking. When you shut the hell up, the insights float like oil on water.
  24. 24. 50 Get O ut of Your Minivan and Into O ur Spaceship 51 Get O ut of Your Minivan and Into O ur Spaceship There are new platforms, apps and technologies arriving every day to help brands connect with their users, rather than talk at them. But the conversation begins with fire starters like us, who took the time to listen and have learned to do more than just talk. By making more than campaigns that advertise the brand, we create content and ideas that actually start fires. And light up the hives.
  25. 25. 52 Get O ut of Your Minivan and Into O ur Spaceship Get O ut of Your Minivan and Into O ur Spaceship 53 The Tower of Babel finally reached a certain height. It broke into God’s cloudy backyard, and pissed him off. So he destroyed it, and we no longer spoke the same language. Hence, chaos prevailed. Now, Cloud tech is poised to become a new Tower of Babel. This Babel 2.1 is an omnipresent, invisible network, offering a multitude of choice and infinite files of limitless data. The next step is to revolutionize how we use the “more.” More data. More access. More. More. More. How will advertising adjust? We will need to both use the information collected in the cloud yet constantly add to it.
  26. 26. 54 Get O ut of Your Minivan and Into O ur Spaceship 55 Get O ut of Your Minivan and Into O ur Spaceship Will we misinterpret what’s been gathered? Will it teach us or confuse us? Can the new content we create grow exponentially yet remain constantly accessible and always useful without causing the tower to come crashing down? Our generation can help. After all, we haven’t been labeled tech-savvy and digital for nothing. We know how to create and to filter. And we know how to use the tools. The analytics, dashboards, filters and algorithms that make sense of all the information. This tower of data will grow each day. We’re coming to make sure it doesn’t crumble.
  27. 27. 56 Get O ut of Your Minivan and Into O ur Spaceship Get O ut of Your Minivan and Into O ur Spaceship 57 Technology reigns supreme. Screens are used for everything from finding directions to ordering burritos from Chipotle. Four-year-olds are playing with tablets, and iPhones are the hottest item at second grade show-and-tells. The interpersonal skills developed at the beginning of time are being lost. Nobody mails handwritten letters anymore, they use WhatsApp. You don’t visit your grandparents, you Skype with them. Technology is replacing human contact and maybe even damaging the relationships that we cherish. But these technologies aren’t going away. We need them. We love them. We depend on them. But sometimes they go down. Our battery runs out. Our Internet connection fails. What should we do?
  28. 28. 58 Get O ut of Your Minivan and Into O ur Spaceship 59 Get O ut of Your Minivan and Into O ur Spaceship Embrace the glitch. A technological catastrophe wouldn’t be the worst thing because we can always revert to communication tactics of the past. We should embrace things like face-to-face exchanges and gathering in groups. After all, technology is there to foster these interactions, not replace them. So remember, while screens are here to stay, maybe we should bring some of the past with us, too.
  29. 29. 60 Get O ut of Your Minivan and Into O ur Spaceship Get O ut of Your Minivan and Into O ur Spaceship 61 EPILOGUE Three hours. That’s how long it took to conceive, write, edit, document, draw, and design this book. OK, the finishing touches went a little over the third hour. But the point is, this book isn’t about talking. It’s about creating. Or as we like to say “making shit.” It’s also about speed, creativity, collaboration, problem solving, decision making and expressing one’s self. Yeah, that’s what we do here. Edward Boches, Professor of the Practice, Advertising Boston University College of Communication
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