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REMIX
                           ADVERTISING
                            INFUSION - 13 NOV, 2008




tisdag, 2009 februari...
GUSTAV VON SYDOW
                           Planner and concept developer at
                           Daddy, a swedish d...
LEGO STYLE
                           INNOVATION AND
                            THE KNEX WARS




tisdag, 2009 februari 10
by




tisdag, 2009 februari 10
by




                           LEGO STYLE
                           INNOVATION




tisdag, 2009 februari 10
THE PERPETUAL AWESOMENESS MACHINE


                           BLUEPRINT   INNOVATE   SHARE




tisdag, 2009 februari 10
by




                           MY REMIX


                           THIS TALK

tisdag, 2009 februari 10
tisdag, 2009 februari 10
IT’S SIMPLY OLD
                           BEHAVIORS AMPLIFIED
                           BY NEW TECHNOLOGY




tisdag, 20...
IT’S A QUESTION OF:

                           BUY THIS VS. DO SOMETHING




tisdag, 2009 februari 10
THE REMIXES WITH THE MOST
                       IMPACT ARE MADE UP OF THE
                        STUFF WE ALREADY KNOW

...
THE MASHUP




tisdag, 2009 februari 10
+=

tisdag, 2009 februari 10
TECHNOLOGY IS GETTING
                              MORE ACCESSIBLE.

                           WILL MASHUPS BECOME
     ...
”DESIGN PATTERNS”

                           JUST ANOTHER REMIX




tisdag, 2009 februari 10
tisdag, 2009 februari 10
SO, WHERE ARE THE
                           ADVERTISING PATTERNS?




tisdag, 2009 februari 10
THERE ARE NONE.

                           TO A LARGE EXTENT GREAT
                           ADS ARE ”ANTI-PATTERNS”



...
THERE ARE NONE.

                           TO A LARGE EXTENT GREAT
                           ADS ARE ”ANTI-PATTERNS”


 ...
quot;Rules are what the artist breaks; the
                           memorable never emerged from a formula.quot;

      ...
BREAKING THE RULES IN THE 60’s
                           SPARKED THE CREATIVE REVOLUTION




tisdag, 2009 februari 10
HOW DID BERNBACH BREAK THE RULES?

                                  1. IT WAS HONEST

                  2. BASED ON INTUI...
IF THERE ARE NO RULES, HOW
                     DO WE KNOW WHAT WORKS?

                            EXPERIMENT
           ...
“RELEASE EARLY,
                           RELEASE OFTEN”




tisdag, 2009 februari 10
NO OTHER PLACE IS THIS IDEA
                       MORE CRUCIAL THAN ON
                         SOCIAL NETWORKS




tisda...
by




          PRODUCT PLACEMENT




               WORD-OF-MOUTH




                 VIRTUAL GOODS




               ...
by




          PRODUCT PLACEMENT


                                   FIERCE COMPETITION
                               ...
by




          PRODUCT PLACEMENT



                                   GREAT ADDITIONS TO
                              ...
by




                      CONVERSATION            CONTENT
                           Facebook etc   Travel & Leisure si...
by




                           DEMOGRAPHICS

                           PSYCHOGRAPHICS

                            GEO...
by




                           IT’S NOT THE TARGETING

                   ATTENTION AND IMPACT IS THE
                 ...
CREATING IMPACT BY REMIXING
                  HOW WE USE TARGETING DATA




tisdag, 2009 februari 10
Reactive advertising is mass-customizing
                            how ads look and behave based on the
                ...
In a wider sense – reactive advertising is
                       about using data and variables to enhance
              ...
by




tisdag, 2009 februari 10
GOT A TV SCHEDULE? GREAT!
                           LET’S MAKE AN AIRLINE CARRIER AD!




tisdag, 2009 februari 10
by




tisdag, 2009 februari 10
by




tisdag, 2009 februari 10
by




tisdag, 2009 februari 10
MESSAGE BASED ON THE FOLLOWING
                                     VARIABLES:

                               1. The user...
COPYWRITERS DON’T THINK IN CODE.

               DEVELOPERS DON’T THINK IN COPY.




tisdag, 2009 februari 10
by




                                CopyBox.
                           THE COPYWRITER’S PHOTOSHOP


tisdag, 2009 febru...
CREATIVE REVOLUTION 2.0

                           WHEN?



tisdag, 2009 februari 10
FROM WHO TO HOW




tisdag, 2009 februari 10
DIGITAL LIVE EVENTS:

                           THE ADVERTISER AS DJ




tisdag, 2009 februari 10
CASE STUDY
                                        ANDY THE BOT

                           FROM “SAYING” TO “SHOWING”



...
tisdag, 2009 februari 10
“Kids aren’t rebelling against marketers, they
                  want to be marketers”

                  Rana Reeves, Shr...
THE LESSONS OF REMIX CULTURE:

                             INNOVATE THRU ASSEMBLY

                           RELEASE EAR...
THANKS!

                                www.daddy.se
                               www.byburt.com
                      ...
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Remixed advertising and the next creative revolution

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Gustav von Sydow talks on Infusion Amsterdam '08 about the concept of remix to create novel ideas, how this extends to advertising and how remixed data will power the next generation of ads.

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Transcript of "Remixed advertising and the next creative revolution"

  1. 1. REMIX ADVERTISING INFUSION - 13 NOV, 2008 tisdag, 2009 februari 10
  2. 2. GUSTAV VON SYDOW Planner and concept developer at Daddy, a swedish digital agency Co-founder of Burt, a software company developing creative tools tisdag, 2009 februari 10
  3. 3. LEGO STYLE INNOVATION AND THE KNEX WARS tisdag, 2009 februari 10
  4. 4. by tisdag, 2009 februari 10
  5. 5. by LEGO STYLE INNOVATION tisdag, 2009 februari 10
  6. 6. THE PERPETUAL AWESOMENESS MACHINE BLUEPRINT INNOVATE SHARE tisdag, 2009 februari 10
  7. 7. by MY REMIX THIS TALK tisdag, 2009 februari 10
  8. 8. tisdag, 2009 februari 10
  9. 9. IT’S SIMPLY OLD BEHAVIORS AMPLIFIED BY NEW TECHNOLOGY tisdag, 2009 februari 10
  10. 10. IT’S A QUESTION OF: BUY THIS VS. DO SOMETHING tisdag, 2009 februari 10
  11. 11. THE REMIXES WITH THE MOST IMPACT ARE MADE UP OF THE STUFF WE ALREADY KNOW tisdag, 2009 februari 10
  12. 12. THE MASHUP tisdag, 2009 februari 10
  13. 13. += tisdag, 2009 februari 10
  14. 14. TECHNOLOGY IS GETTING MORE ACCESSIBLE. WILL MASHUPS BECOME THE NEW BLOGS? tisdag, 2009 februari 10
  15. 15. ”DESIGN PATTERNS” JUST ANOTHER REMIX tisdag, 2009 februari 10
  16. 16. tisdag, 2009 februari 10
  17. 17. SO, WHERE ARE THE ADVERTISING PATTERNS? tisdag, 2009 februari 10
  18. 18. THERE ARE NONE. TO A LARGE EXTENT GREAT ADS ARE ”ANTI-PATTERNS” tisdag, 2009 februari 10
  19. 19. THERE ARE NONE. TO A LARGE EXTENT GREAT ADS ARE ”ANTI-PATTERNS” GREAT ADVERTISING IS ABOUT BREAKING THE RULES. tisdag, 2009 februari 10
  20. 20. quot;Rules are what the artist breaks; the memorable never emerged from a formula.quot; Bill Bernbach tisdag, 2009 februari 10
  21. 21. BREAKING THE RULES IN THE 60’s SPARKED THE CREATIVE REVOLUTION tisdag, 2009 februari 10
  22. 22. HOW DID BERNBACH BREAK THE RULES? 1. IT WAS HONEST 2. BASED ON INTUITION, NOT PRE-TESTING 3. IMAGINATION TRUMPS RESEARCH tisdag, 2009 februari 10
  23. 23. IF THERE ARE NO RULES, HOW DO WE KNOW WHAT WORKS? EXPERIMENT GET REAL GET FEEDBACK tisdag, 2009 februari 10
  24. 24. “RELEASE EARLY, RELEASE OFTEN” tisdag, 2009 februari 10
  25. 25. NO OTHER PLACE IS THIS IDEA MORE CRUCIAL THAN ON SOCIAL NETWORKS tisdag, 2009 februari 10
  26. 26. by PRODUCT PLACEMENT WORD-OF-MOUTH VIRTUAL GOODS SOCIAL APPS tisdag, 2009 februari 10
  27. 27. by PRODUCT PLACEMENT FIERCE COMPETITION FOR ATTENTION WORD-OF-MOUTH FROM BOTH BRANDS AND USERS VIRTUAL GOODS SOCIAL APPS tisdag, 2009 februari 10
  28. 28. by PRODUCT PLACEMENT GREAT ADDITIONS TO THE MARKETING MIX WORD-OF-MOUTH BUT NOT SCALEABLE VIRTUAL GOODS SOCIAL APPS tisdag, 2009 februari 10
  29. 29. by CONVERSATION CONTENT Facebook etc Travel & Leisure sites etc tisdag, 2009 februari 10
  30. 30. by DEMOGRAPHICS PSYCHOGRAPHICS GEOGRAPHICS SOCIAL STATUS TARGETING NIRVANA tisdag, 2009 februari 10
  31. 31. by IT’S NOT THE TARGETING ATTENTION AND IMPACT IS THE BOTTLENECK. tisdag, 2009 februari 10
  32. 32. CREATING IMPACT BY REMIXING HOW WE USE TARGETING DATA tisdag, 2009 februari 10
  33. 33. Reactive advertising is mass-customizing how ads look and behave based on the unique conditions of each exposure. tisdag, 2009 februari 10
  34. 34. In a wider sense – reactive advertising is about using data and variables to enhance messages in a creative way – just like we use sound, graphics and interaction. tisdag, 2009 februari 10
  35. 35. by tisdag, 2009 februari 10
  36. 36. GOT A TV SCHEDULE? GREAT! LET’S MAKE AN AIRLINE CARRIER AD! tisdag, 2009 februari 10
  37. 37. by tisdag, 2009 februari 10
  38. 38. by tisdag, 2009 februari 10
  39. 39. by tisdag, 2009 februari 10
  40. 40. MESSAGE BASED ON THE FOLLOWING VARIABLES: 1. The user’s closest airport 2. Local time 3. Flight time-table 4. What’s on TV Not many copywriters pull this off. tisdag, 2009 februari 10
  41. 41. COPYWRITERS DON’T THINK IN CODE. DEVELOPERS DON’T THINK IN COPY. tisdag, 2009 februari 10
  42. 42. by CopyBox. THE COPYWRITER’S PHOTOSHOP tisdag, 2009 februari 10
  43. 43. CREATIVE REVOLUTION 2.0 WHEN? tisdag, 2009 februari 10
  44. 44. FROM WHO TO HOW tisdag, 2009 februari 10
  45. 45. DIGITAL LIVE EVENTS: THE ADVERTISER AS DJ tisdag, 2009 februari 10
  46. 46. CASE STUDY ANDY THE BOT FROM “SAYING” TO “SHOWING” tisdag, 2009 februari 10
  47. 47. tisdag, 2009 februari 10
  48. 48. “Kids aren’t rebelling against marketers, they want to be marketers” Rana Reeves, Shrine tisdag, 2009 februari 10
  49. 49. THE LESSONS OF REMIX CULTURE: INNOVATE THRU ASSEMBLY RELEASE EARLY, RELEASE OFTEN PREPARE TO BE REMIXED CREATE TO BE SHARED tisdag, 2009 februari 10
  50. 50. THANKS! www.daddy.se www.byburt.com www.copyboxapp.com twitter.com/vonsydow gustav.vonsydow@daddy.se vonsydow@byburt.com tisdag, 2009 februari 10
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