MADC Digital Talk

The Digital Mindset Ashley Ringrose Soap Creative & Bannerblog + random useless things

A DIGITAL BRIEF

5 min Workshop Create a banner (468x60) to support this TVC

Shitty Brief

Results A bunch of banner concepts?

Status Quo of Digital vs Traditional

What scares me as a digital creative?

When traditional advertising people start to think digital. Then they steal our clients, work, talent and awards

Digital People suck at, while traditional are best at Story Telling Copywriting Selling in ideas Working with media agencies Getting big budgets >100k

However the #1 reason why digital is better than advertising...

We don’t have to do advertising From Iain Tate’s (Poke UK) talk

+ No media needed + No budget restrictions + Can just do it

WE CAN MAKE A... WIDGET VIDEO SERIES CONVERSATION (SOCIAL) MOBILE APP SERVICE GAME INTERACTIVE MOVIE COMP SURVEY & MORE

NEED TO CHANGE CLIENT MINDSETS NOT TO BRIEF FOR DIGITAL ADS BUT BRIEF FOR DIGITAL SOLUTIONS

THINK DIFFERENT FOR DIGITAL

TRADITIONAL ADVERTISING *Insight Stolen from Far Far’s Cannes Workshop

DIGITAL ADVERTISING

We should both be scared. Breakthrough ideas NOT from agencies

And the #1 Youtube channel in the world?

Goodbye expensive digital graveyards

Hello multiple digital touch points

Super Niche

What about a site where people post in postcards revealing secrets?

What about a site where people post photos of stupid cats?

What about a site about those annoying ads on websites?

One Function Website

DATA IS SEXY

WOULD YOU LIKE TO SEE YOUR SPENDING HABITS OVER THE LAST 20 YEARS?

AND NOW FOR A TEST

YOUR CAMPAIGN MIGHT BE A DANCING BEAR BUT IF PEOPLE ARE DISTRACTED THEY WILL MISS IT

5 min Workshop (v2) Come up with digital ideas (not ads) to support Campbell’s Chunky

5 min Workshop (v3) Come up with a single function digital solution for any brand

DIFFERENT IDEAS?

A FINAL NOTE DIGITAL IS POWERFUL

Good Luck* *Actually no, lets maintain the status quo Ashley Ringrose www.soap.com.au www.bannerblog.com.au

MADC Digital Talk

by Ashley Ringrose on May 24, 2009

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MADC Digital Talk — Presentation Transcript