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6 foundations of great digital creative via Adage
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6 foundations of great digital creative via Adage

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  • 1. 6 FOUNDATIONSOF GREAT DIGITAL CREATIVE Ashley Ringrose
  • 2. DISPLAY ADS?!SOOOO 2004#needsmoresocialmedia
  • 3. Youtube Link
  • 4. SORRY STEVE, IT’SMUCH MORE THAN JUSTINTERACTION +EMOTION (VIDEO)
  • 5. THERE ARE 6 FOUNDATIONSOF GREAT DIGITAL CREATIVE
  • 6. WHICH NO OTHER MEDIUMCAN OFFER SIMULTANEOUSLY
  • 7. IS THE IDEA?1 INTERACTIVE
  • 8. REWARD THE USER FOR CLICKING
  • 9. “INTERACTIVITY INCREASESBRAND RECALL 63% MORE THAN NON INTERACTIVE ADS” *Barnum Sulley Research 2010
  • 10. “TELL ME AND ILL FORGET; SHOW ME AND I MAY REMEMBER;INVOLVE ME AND ILL UNDERSTAND.” ANCIENT CHINESE PROVERB
  • 11. “TELL ME AND ILL FORGET 86%; SHOW ME AND I MAY REMEMBER 19%;INVOLVE ME AND ILL UNDERSTAND 63%” UPDATED CHINESE TWEET
  • 12. InteractiveAgency: CP+B [US]
  • 13. InteractiveAgency: Bridge [US]
  • 14. InteractiveAgency: Glue [UK]
  • 15. IS THE IDEA?1 INTERACTIVE2 CUSTOMIZABLE
  • 16. CustomizableAgency: Weapon 7 [UK]
  • 17. CustomizableAgency: DM9 DDB [BR]
  • 18. CustomizableAgency: Tribal DDB [UK]
  • 19. IS THE IDEA?1 INTERACTIVE2 CUSTOMIZABLE3 CONTEXTUAL
  • 20. ContextualAgency: Mediafront [NO]
  • 21. ContextualAgency: Various
  • 22. IS THE IDEA?1 INTERACTIVE2 CUSTOMIZABLE3 CONTEXTUAL4 ENTERTAINING
  • 23. EntertainingAgency: Soap [US]
  • 24. EntertainingAgency: Boondoggle [NL] CONCERT
  • 25. IS THE IDEA?1 INTERACTIVE2 CUSTOMIZABLE3 CONTEXTUAL4 ENTERTAINING5 PLAYABLE
  • 26. YOU CAN’T PLAY WITHA TV AD FOR 5 MINUTES
  • 27. PlayableAgency: CP+B [US]
  • 28. PlayableAgency: DM9 DDB [BR]
  • 29. Further Reading
  • 30. IS THE IDEA?1 INTERACTIVE2 CUSTOMIZABLE3 CONTEXTUAL4 ENTERTAINING5 PLAYABLE6 USEFUL*
  • 31. Useful!
  • 32. Useful?
  • 33. UsefulAgency: Holst Digital [UK]
  • 34. UsefulAgency: Agency.com [US]
  • 35. USEFUL ADS?ORUSEFUL | ADS
  • 36. #1 REASON DIGITAL IS BETTERTHAN ADVERTISING? Iain Tait, Poke UK
  • 37. WE DON’T HAVE TO DOADVERTISING Iain Tait, Poke UK
  • 38. BRIEF FOR SOLUTIONS,NOT ADS
  • 39. JUST FOR STEVE JOBS EMOTIONAL
  • 40. EmotionalAgency: BBH [UK]
  • 41. YOU FORGOTWHAT THE INTERNET WAS BUILT ON!
  • 42. Sex!Agency: Grand Union [UK]
  • 43. FINAL THOUGHT
  • 44. WHY ARE AGENCIES(ADVERTISING, DESIGN, MEDIA)HAVING TROUBLEDOING DIGITAL WELL?
  • 45. THINK DIFFERENTFOR DIGITAL
  • 46. UNDERSTAND PEOPLE, THEN TECHNOLOGYMark Pollard, McCann Sydney
  • 47. Thank you bannerblog.com.auslideshare.net/soapcreative soapcreative.com @100ftzombie @bannerblog