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WTFism: Evading the Expected in Art, Entertainment and Advertising
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WTFism: Evading the Expected in Art, Entertainment and Advertising

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A look inside a growing movement in marketing and media.

A look inside a growing movement in marketing and media.

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Transcript

  • 1. Dude,YouGottaSeeThis!
  • 2. WTFism :Evading the Expectedin Art, Entertainment,and Advertising
  • 3. JamesMccrae03.23.11
  • 4. GETREADY
  • 5. GETREADYto see or listen tosomething unexpected
  • 6. GETREADYto share it withyour friends
  • 7. GETREADY
  • 8. GETREADYto forget thedifference betweenGOOD AND BAD
  • 9. GETREADYto forget thedifference betweenREAL AND FAKE
  • 10. GETREADYto forget thedifference betweenSMART AND STUPID
  • 11. GETREADY
  • 12. GETREADYbecause it’salready happening
  • 13. GETREADYbecause it’salready happeningEVERY SINGLE DAY
  • 14. WTFare you talking about?
  • 15. EXACTLY
  • 16. These days, the mostonline buzz, comments,“likes,” and share valueare generated by makingpeople stop and say...
  • 17. WTF?!
  • 18. WTF?!Dude, yougotta see this!
  • 19. Welcome tothe era ofWTFism
  • 20. WTFism is:A growing movementin art, entertainmentand advertising.
  • 21. WTFism is:anything that isso funny
  • 22. WTFism is:anything that isso stupid
  • 23. WTFism is:any thing that isso extreme
  • 24. WTFism is:anything that isso... anything
  • 25. WTFismanything that isso... anythingthat you wantto share it
  • 26. Logic goes outthe window
  • 27. Traditionalevaluations ofgood and baddon’t apply
  • 28. Only onequestionsmatters:
  • 29. Only onequestionsmatters:Is it worthsharing?
  • 30. Rebecca Black’s song “Friday” received17 million YouTube hits in one week, drivenmostly from Facebook and Twitter traffic.People allegedly dislike the song but stillshare it based on WTF factor.
  • 31. Dee & Ricky have made millions on WTFfashion ideas like Lego jewelry and Starterjacket luggage. Their success has led topartnerships with Marc Jacobs, Violette,G-Shock and more.
  • 32. Snickers launched a WTF campaign in 2006by replacing their logo with nonsensical copyvaguely related to eating. The campaignearned a lot of press and inspired multipleparodies.
  • 33. German philosopherFriedrich Nietzscheproposed in 1886 thatsociety was movinginto an era “beyondgood and evil.”
  • 34. He thought traditionalevaluations of goodand bad were outdatedand based on societalframeworks that nolonger existed.
  • 35. He wanted people toevaluate things byNEW, DEMOCRATICstandards
  • 36. WTFismis beyond criticalgood and evil
  • 37. WTFismis beyond criticalgood and evilThere is no “right way”or “wrong way” -onlyconnection
  • 38. WTFismleaves it up to youto determine value
  • 39. Before, we trusted“experts” “Expert opinion”
  • 40. Now, everyone decides
  • 41. Now, everyone decides(and so do their friends)
  • 42. Something truly originalwill spread regardlessof craftsmanship, logicor intellectualism
  • 43. The history of the Internet proves thatoriginal absurdity generates viral content
  • 44. Most agencies,entertainers andartists refuse totake these provenresults seriously.
  • 45. “That won’t work forus. We don’t want toconfuse people.”-Bill Naysayer
  • 46. But WTFismworks because itdoesn’t competeagainst media clutter
  • 47. But WTFismworks because itdoesn’t competeagainst media clutterIt doesn’t even try to
  • 48. It behaves as ifclutter doesn’teven exist
  • 49. It sets the terms ofthe conversation,and transcendseverything else
  • 50. “Consumers are hardto reach because theyignore you.”-Seth Godin
  • 51. No one ignoresWTFism
  • 52. They may love it, hateit, laugh at it, like itbut pretend not to,write mean commentsabout it, or not evenunderstand it.
  • 53. But they talkabout it
  • 54. But they talkabout itAnd they share it
  • 55. “Human beings are farmore likely to communicateideas and information withothers when they areemotionally engaged.”-Maki, doshdosh.com
  • 56. Following a templatewont get peopletalking
  • 57. Following a templatewont get peopletalkingBeing different will
  • 58. If it’s notWTF ...
  • 59. If it’s notWTF ...It’sDUH!
  • 60. T hankyou
  • 61. Share thispresentation
  • 62. Please visitNoBrandLikeHome.comFollow me@NoBrandLikeHome