A FUNNY THING                     HAPPENED ON THE                        WAY TO THE                      AWARD SHOW...  @C...
WELCOMEFROM THECHAIRMANTuesday, February 7, 2012
Tuesday, February 7, 2012
“Awards are a publicity                    stunt” Tony Randall                            [That’s a good thing!]Tuesday, F...
REPUTATION                                PRIDE                             PACKAGING &                            MERCHAN...
The research shows that            “Ads that win creative awards are 11 times more efficient at                         del...
HOW TO MAKE GREAT                        CASE STUDIES                              OBJECTIVE/ PROBLEM TO SOLVE            ...
A CASE STUDY IS                   ADVERTISING FOR                     ADVERTISINGTuesday, February 7, 2012
AUDIENCETuesday, February 7, 2012
Tuesday, February 7, 2012
YOUTuesday, February 7, 2012
CONTEXTTuesday, February 7, 2012
3-5 DAYS                      10 HOURS A DAY                    HUNDREDS OF VIDEOS                       INTENSE FOCUS    ...
WINNINGTuesday, February 7, 2012
NOT GOOD           GOOD                             DIFFERENT       DIFFERENT                              NOT GOOD       ...
PINK PONY                            http://vimeo.com/35698258Tuesday, February 7, 2012
THIS IS ATuesday, February 7, 2012                            MOVEMENT
THIS IS A JOKETuesday, February 7, 2012
DON’T SAY                            YOU ARE                            FUNNY -                             BE FUNNYTuesda...
HUMOR                              IS                            GREATTuesday, February 7, 2012
AVOID                            {marketing jargon/nonsense}                            CLICHÉTuesday, February 7, 2012
{CATEGORIES}               • WHERE DOES IT FIT? [IF YOU AREN’T SURE - ASK]               • CAN IT FIT IN SEVERAL?         ...
CONTENT & CONTACT                             “ground breaking                                     executions or campaigns...
DIRECTIONALTuesday, February 7, 2012                               MUTATION
Tuesday, February 7, 2012                            http://vimeo.com/24430881                                            ...
OTHER                            VOICES                             HAVE                            POWERTuesday, February...
INTEGRATED                            “at least 3 different media”                               [btw its not ‘mediums’]  ...
SYSTEM DESIGNTuesday, February 7, 2012
DECODED                            http://vimeo.com/35698139Tuesday, February 7, 2012
MAKE IT                               FUN TO                               WATCH                            [DRAMATIC, EXC...
YELLOW CHOCOLA                            http://vimeo.com/36312820Tuesday, February 7, 2012
ADVERTISING         PEOPLE WILL PAY         FOR IS         COMPELLINGTuesday, February 7, 2012
BE AS SUCCINCT AS                             POSSIBLE BUT NO                                  MORETuesday, February 7, 2012
HYGIENE STUFF:       WHAT’S THE BRIEF? IDEAS FOR A REASON       THE STRATEGIC SOLUTION       WHAT’S INTERESTING ABOUT THE ...
PRODUCT                              MARKETING                             ADVERTISING                             TECHNOL...
PLATFORMS                             IDEAS OTHERS                             CAN BUILD ONTuesday, February 7, 2012
http://vimeo.com/36312781PAY WITH A TWEETTuesday, February 7, 2012
CHARM             THE JURYTuesday, February 7, 2012
DON’T                             LIE!           WE HAVE INTERNET ACCESS...Tuesday, February 7, 2012
NUMBERS                              VS                            IMPACTTuesday, February 7, 2012
Tuesday, February 7, 2012
DO:         CONSIDER THE AUDIENCE AND THE CONTEXT                                        DO:                            LE...
DON’T:                                USE JARGON OR CLICHE                                        DON’T:                  ...
A FINAL FAVORITE...Tuesday, February 7, 2012
MAGIC SALAD PLATE                            http://vimeo.com/36349410Tuesday, February 7, 2012
HOW MANY THINGS IT                               DOES RIGHT:                                  BEHAVIORAL & CULTURAL INSIGH...
THANKS!                            @FARISTuesday, February 7, 2012
Upcoming SlideShare
Loading in...5
×

Make Awesome Case Study Videos - Clio Awards - @Faris

37,856

Published on

A presentation I gave for the Clio Awards with some tips on how to make awesome case study videos, from the POV of the judges.

Published in: Self Improvement
5 Comments
73 Likes
Statistics
Notes
No Downloads
Views
Total Views
37,856
On Slideshare
0
From Embeds
0
Number of Embeds
23
Actions
Shares
0
Downloads
390
Comments
5
Likes
73
Embeds 0
No embeds

No notes for slide

Transcript of "Make Awesome Case Study Videos - Clio Awards - @Faris"

  1. 1. A FUNNY THING HAPPENED ON THE WAY TO THE AWARD SHOW... @CLIOAWARDSTuesday, February 7, 2012 @FARIS
  2. 2. WELCOMEFROM THECHAIRMANTuesday, February 7, 2012
  3. 3. Tuesday, February 7, 2012
  4. 4. “Awards are a publicity stunt” Tony Randall [That’s a good thing!]Tuesday, February 7, 2012
  5. 5. REPUTATION PRIDE PACKAGING & MERCHANDISING TALENT EFFICACY!Tuesday, February 7, 2012
  6. 6. The research shows that “Ads that win creative awards are 11 times more efficient at delivering business success than those that don’t”. So rejoice in the awards! For the best, most awarded work, works best.Tuesday, February 7, 2012
  7. 7. HOW TO MAKE GREAT CASE STUDIES OBJECTIVE/ PROBLEM TO SOLVE AUDIENCE + CONTEXT INSIGHT STRATEGIC SOLUTION EXECUTION IMPACT In fact it’s just like any other kind of work because...Tuesday, February 7, 2012
  8. 8. A CASE STUDY IS ADVERTISING FOR ADVERTISINGTuesday, February 7, 2012
  9. 9. AUDIENCETuesday, February 7, 2012
  10. 10. Tuesday, February 7, 2012
  11. 11. YOUTuesday, February 7, 2012
  12. 12. CONTEXTTuesday, February 7, 2012
  13. 13. 3-5 DAYS 10 HOURS A DAY HUNDREDS OF VIDEOS INTENSE FOCUS DESPERATE FOR A LAUGHTuesday, February 7, 2012
  14. 14. WINNINGTuesday, February 7, 2012
  15. 15. NOT GOOD GOOD DIFFERENT DIFFERENT NOT GOOD GOOD NOT DIFFERENT NOT DIFFERENTTuesday, February 7, 2012
  16. 16. PINK PONY http://vimeo.com/35698258Tuesday, February 7, 2012
  17. 17. THIS IS ATuesday, February 7, 2012 MOVEMENT
  18. 18. THIS IS A JOKETuesday, February 7, 2012
  19. 19. DON’T SAY YOU ARE FUNNY - BE FUNNYTuesday, February 7, 2012
  20. 20. HUMOR IS GREATTuesday, February 7, 2012
  21. 21. AVOID {marketing jargon/nonsense} CLICHÉTuesday, February 7, 2012
  22. 22. {CATEGORIES} • WHERE DOES IT FIT? [IF YOU AREN’T SURE - ASK] • CAN IT FIT IN SEVERAL? • ARE YOU WILLING TO COMMIT TIME AND RESOURCES? {DIFFERENT CATEGORIES HAVE DIFFERENT CRITERIA] • IS IT AS GOOD AS LAST YEAR’S WINNERS? • IS IT A CURRENT HOT TOPIC? • DO YOU HAVE HEART FOR IT? WILL THAT SHOW?Tuesday, February 7, 2012
  23. 23. CONTENT & CONTACT “ground breaking executions or campaigns that... minimize or eliminate the barrier between the content and the target audience, bringing the user into direct contact”Tuesday, February 7, 2012
  24. 24. DIRECTIONALTuesday, February 7, 2012 MUTATION
  25. 25. Tuesday, February 7, 2012 http://vimeo.com/24430881 WATSON
  26. 26. OTHER VOICES HAVE POWERTuesday, February 7, 2012
  27. 27. INTEGRATED “at least 3 different media” [btw its not ‘mediums’] Hygiene Better Awards LOOK Functional Consistency + “Transmedia THOUGHT through... FEEL Ecosystem”Tuesday, February 7, 2012
  28. 28. SYSTEM DESIGNTuesday, February 7, 2012
  29. 29. DECODED http://vimeo.com/35698139Tuesday, February 7, 2012
  30. 30. MAKE IT FUN TO WATCH [DRAMATIC, EXCITING, THRILLING - EMOTIONS YAY!]Tuesday, February 7, 2012
  31. 31. YELLOW CHOCOLA http://vimeo.com/36312820Tuesday, February 7, 2012
  32. 32. ADVERTISING PEOPLE WILL PAY FOR IS COMPELLINGTuesday, February 7, 2012
  33. 33. BE AS SUCCINCT AS POSSIBLE BUT NO MORETuesday, February 7, 2012
  34. 34. HYGIENE STUFF: WHAT’S THE BRIEF? IDEAS FOR A REASON THE STRATEGIC SOLUTION WHAT’S INTERESTING ABOUT THE IDEA? DID IT EARN ITS OWN ATTENTION? MAKE SURE YOU HAVE RIGHTS FOR EVERYTHING IN THE VIDEO: FOOTAGE / MUSICTuesday, February 7, 2012
  35. 35. PRODUCT MARKETING ADVERTISING TECHNOLOGY TOOLS+CONTENT Integrated is good blurry is greatTuesday, February 7, 2012
  36. 36. PLATFORMS IDEAS OTHERS CAN BUILD ONTuesday, February 7, 2012
  37. 37. http://vimeo.com/36312781PAY WITH A TWEETTuesday, February 7, 2012
  38. 38. CHARM THE JURYTuesday, February 7, 2012
  39. 39. DON’T LIE! WE HAVE INTERNET ACCESS...Tuesday, February 7, 2012
  40. 40. NUMBERS VS IMPACTTuesday, February 7, 2012
  41. 41. Tuesday, February 7, 2012
  42. 42. DO: CONSIDER THE AUDIENCE AND THE CONTEXT DO: LET OTHERS TELL YOUR STORY DO: APPEAL TO HEART AND MIND INSIGHT>STRATEGY>IDEATuesday, February 7, 2012
  43. 43. DON’T: USE JARGON OR CLICHE DON’T: LIE. SERIOUSLY. DON’T: MAKE IT HARD TO LIKE THE IDEATuesday, February 7, 2012
  44. 44. A FINAL FAVORITE...Tuesday, February 7, 2012
  45. 45. MAGIC SALAD PLATE http://vimeo.com/36349410Tuesday, February 7, 2012
  46. 46. HOW MANY THINGS IT DOES RIGHT: BEHAVIORAL & CULTURAL INSIGHT A CONSUMER PROBLEM TO SOLVE FUNNY/ CHARMING/FUN TO WATCH FUNCTIONAL INTEGRATION SIMPLE STRATEGIC SOLUTION LET OTHERS TELL YOUR STORY ADVERTISING PEOPLE PAY FOR THINGS THAT RHYME NO JARGON STRATEGIC SINGLE USE OF PR COVERAGE SIMPLE COMPELLING BUSINESS RESULTSTuesday, February 7, 2012
  47. 47. THANKS! @FARISTuesday, February 7, 2012
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×