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

Niche

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