WTFism: Evading the Expected in Art, Entertainment and Advertising

Dude,YouGottaSeeThis!

WTFism :Evading the Expectedin Art, Entertainment,and Advertising

JamesMccrae03.23.11

GETREADY

GETREADYto see or listen tosomething unexpected

GETREADYto share it withyour friends

GETREADY

GETREADYto forget thedifference betweenGOOD AND BAD

GETREADYto forget thedifference betweenREAL AND FAKE

GETREADYto forget thedifference betweenSMART AND STUPID

GETREADY

GETREADYbecause it’salready happening

GETREADYbecause it’salready happeningEVERY SINGLE DAY

WTFare you talking about?

EXACTLY

These days, the mostonline buzz, comments,“likes,” and share valueare generated by makingpeople stop and say...

WTF?!Dude, yougotta see this!

Welcome tothe era ofWTFism

WTFism is:A growing movementin art, entertainmentand advertising.

WTFism is:anything that isso funny

WTFism is:anything that isso stupid

WTFism is:any thing that isso extreme

WTFism is:anything that isso... anything

WTFismanything that isso... anythingthat you wantto share it

Logic goes outthe window

Traditionalevaluations ofgood and baddon’t apply

Only onequestionsmatters:

Only onequestionsmatters:Is it worthsharing?

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.

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.

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.

German philosopherFriedrich Nietzscheproposed in 1886 thatsociety was movinginto an era “beyondgood and evil.”

He thought traditionalevaluations of goodand bad were outdatedand based on societalframeworks that nolonger existed.

He wanted people toevaluate things byNEW, DEMOCRATICstandards

WTFismis beyond criticalgood and evil

WTFismis beyond criticalgood and evilThere is no “right way”or “wrong way” -onlyconnection

WTFismleaves it up to youto determine value

Before, we trusted“experts” “Expert opinion”

Now, everyone decides

Now, everyone decides(and so do their friends)

Something truly originalwill spread regardlessof craftsmanship, logicor intellectualism

The history of the Internet proves thatoriginal absurdity generates viral content

Most agencies,entertainers andartists refuse totake these provenresults seriously.

“That won’t work forus. We don’t want toconfuse people.”-Bill Naysayer

But WTFismworks because itdoesn’t competeagainst media clutter

But WTFismworks because itdoesn’t competeagainst media clutterIt doesn’t even try to

It behaves as ifclutter doesn’teven exist

It sets the terms ofthe conversation,and transcendseverything else

“Consumers are hardto reach because theyignore you.”-Seth Godin

No one ignoresWTFism

They may love it, hateit, laugh at it, like itbut pretend not to,write mean commentsabout it, or not evenunderstand it.

But they talkabout it

But they talkabout itAnd they share it

“Human beings are farmore likely to communicateideas and information withothers when they areemotionally engaged.”-Maki, doshdosh.com

Following a templatewont get peopletalking

Following a templatewont get peopletalkingBeing different will

If it’s notWTF ...

If it’s notWTF ...It’sDUH!

T hankyou

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WTFism: Evading the Expected in Art, Entertainment and Advertising

by James McCrae on Mar 23, 2011

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WTFism: Evading the Expected in Art, Entertainment and Advertising — Presentation Transcript