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MAKE BETTERVIDEOS.2012.01.25@RAHULSABNISEXECUTIVE CREATIVE DIRECTOREURO RSCG WORLDWIDE – NEW YORK                @CLIOAWARDS
WHY DO WE MAKEAWARD VIDEOS?
BECAUSE EXECUTIONSREDUCE BIG IDEAS TOTACTICS.
BECAUSE MODERNCAMPAIGNS ARECOMPLICATED.
BECAUSE YOU’RE NOTTHERE TO DEFEND THEWORK.
THE REAL REASON WEMAKE VIDEOS:
TO WIN.
FOR BRAGGINGRIGHTS
BECAUSE AWARDS ARE THEONLY PERMANENT THING INOUR INDUSTRY
WHO’S THE AUDIENCE?JUDGES
THEY’REBUSY, SMART…
CREATIVE,
YOU.
AND THEY WILL SEEMORE WORK INTHREE DAYS THANYOU WILL IN ANENTIRE YEAR.
JUDGING MATH:300 VIDEOS X 5:00 EACH =1500 MINUTESTHATS ABOUT 25-30 HOURSOF NON-STOP CASE STUDIES
SO LETS BE A JUDGE:
GUIDE DOGSGUIDES DOGS AUSTRALIA - SUPPORT SCENT - CLEMENGER BBDO MELBOURNEHTTP://VIMEO.COM/35698182
WHAT TO CONSIDERAS YOU WATCH:WHAT WAS THE PROBLEM?HOW DID THEY SOLVE IT?DID YOU BELIEVE IT?WHEN DID YOUR ATTENTION WANE?DI...
THREE STEPS TOMAKING BETTERAWARD VIDEOS.
PART 1:CHOOSING WORK
WAS THE BRIEFINTERESTING?
WILL PEOPLE KNOWTHIS PRODUCT?
SURE THE CLIENT LIKEDIT. THE AGENCY’S EVENPROUD OF IT. BUT, WASIT DIFFERENT? WAS ITNEW?
WILL IT MAKE THE AGENCYREEL? (THATS EASY)WILL IT MAKE YOUR BOOK?(SHOULD BE MUCH HARDER)
PART 2:CHOOSINGA CATEGORY
CHOOSING A CATEGORYIS A MEDIA PLACEMENT
(AGENCY	  SPY	  AD…WIDEN	  DIDNT	  ENTER)
WRITE THE FNIKE WRITE THE FUTURE - INTEGRATED CAMPAIGNHTTP://VIMEO.COM/35698227
LIST OF CATEGORIESCONTENT & CONTACT     INTERACTIVEDESIGN                OUT OF HOMEDIRECT MAIL           PRINTFILM       ...
THINGS TO CONSIDER.LAST YEAR’S WINNERSTHE BEST YOU’VE SEEN THIS YEARCLICHÉD TRENDS THAT MADE HEADLINESWHERE THE NEW “BAR” ...
PART 3:PACKAGINGTHE WORK
EXPLAIN THE PROBLEM,     :15   KEEP IT SIMPLE           EXPLAIN THE UNIQUE     :15   SOLUTION. WHY IT MATTERED.           ...
REMEMBER:WHAT WAS THE PROBLEM?HOW DID THEY SOLVE IT?DID YOU BELIEVE IT?WHEN DID YOUR ATTENTION WANE?DID THE VIDEO MAKE YOU...
BILLBOARDBILLBOARD - MUSIC. SEE WHAT ITS MADE OF - ALMAPBBDO, SAO PAULOHTTP://VIMEO.COM/35698087
VOTE. YES/NO?
THEN BREAK ALL RULESTO REALLY STANDOUT
DECODED.BING JAZ-Z - DECODE JAY-Z WITH BING – DROGA5 - NEW YORKHTTP://VIMEO.COM/35698139
A GOOD VIDEO CANMAKE AVERAGEIDEAS LOOK GOODA BAD VIDEO CANMAKE GREATIDEAS LOOK LIKE SHIT
SO…
DO:CONSIDER THE AUDIENCE:JUDGESDO:CHOOSE AND PLACE WORKSMARTLYDO:BE CREATIVE, REALLY.
DON’T:USE MARKETING SPEAKDON’T:BOAST MARKETING STATSDON’T:CHECK THE CLICHÉD BOXES
ONE LAST VIPINK PONIES: A CASE STUDY - JOHN ST.HTTP://VIMEO.COM/35698258
THANK YOU.@RAHULSABNISEXECUTIVE CREATIVE DIRECTOREURO RSCG WORLDWIDE – NEW YORK           @CLIOAWARDS
Rahulsabnis clios-case-videos-2012
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Transcript of "Rahulsabnis clios-case-videos-2012"

  1. 1. MAKE BETTERVIDEOS.2012.01.25@RAHULSABNISEXECUTIVE CREATIVE DIRECTOREURO RSCG WORLDWIDE – NEW YORK @CLIOAWARDS
  2. 2. WHY DO WE MAKEAWARD VIDEOS?
  3. 3. BECAUSE EXECUTIONSREDUCE BIG IDEAS TOTACTICS.
  4. 4. BECAUSE MODERNCAMPAIGNS ARECOMPLICATED.
  5. 5. BECAUSE YOU’RE NOTTHERE TO DEFEND THEWORK.
  6. 6. THE REAL REASON WEMAKE VIDEOS:
  7. 7. TO WIN.
  8. 8. FOR BRAGGINGRIGHTS
  9. 9. BECAUSE AWARDS ARE THEONLY PERMANENT THING INOUR INDUSTRY
  10. 10. WHO’S THE AUDIENCE?JUDGES
  11. 11. THEY’REBUSY, SMART…
  12. 12. CREATIVE,
  13. 13. YOU.
  14. 14. AND THEY WILL SEEMORE WORK INTHREE DAYS THANYOU WILL IN ANENTIRE YEAR.
  15. 15. JUDGING MATH:300 VIDEOS X 5:00 EACH =1500 MINUTESTHATS ABOUT 25-30 HOURSOF NON-STOP CASE STUDIES
  16. 16. SO LETS BE A JUDGE:
  17. 17. GUIDE DOGSGUIDES DOGS AUSTRALIA - SUPPORT SCENT - CLEMENGER BBDO MELBOURNEHTTP://VIMEO.COM/35698182
  18. 18. WHAT TO CONSIDERAS YOU WATCH:WHAT WAS THE PROBLEM?HOW DID THEY SOLVE IT?DID YOU BELIEVE IT?WHEN DID YOUR ATTENTION WANE?DID THE VIDEO MAKE YOU JEALOUS?
  19. 19. THREE STEPS TOMAKING BETTERAWARD VIDEOS.
  20. 20. PART 1:CHOOSING WORK
  21. 21. WAS THE BRIEFINTERESTING?
  22. 22. WILL PEOPLE KNOWTHIS PRODUCT?
  23. 23. SURE THE CLIENT LIKEDIT. THE AGENCY’S EVENPROUD OF IT. BUT, WASIT DIFFERENT? WAS ITNEW?
  24. 24. WILL IT MAKE THE AGENCYREEL? (THATS EASY)WILL IT MAKE YOUR BOOK?(SHOULD BE MUCH HARDER)
  25. 25. PART 2:CHOOSINGA CATEGORY
  26. 26. CHOOSING A CATEGORYIS A MEDIA PLACEMENT
  27. 27. (AGENCY  SPY  AD…WIDEN  DIDNT  ENTER)
  28. 28. WRITE THE FNIKE WRITE THE FUTURE - INTEGRATED CAMPAIGNHTTP://VIMEO.COM/35698227
  29. 29. LIST OF CATEGORIESCONTENT & CONTACT INTERACTIVEDESIGN OUT OF HOMEDIRECT MAIL PRINTFILM PRINT TECHNIQUEFILM TECHNIQUE PUBLIC RELATIONSHALL OF FAME RADIOINNOVATIVE  MEDIA RADIO TECHNIQUEINTEGRATED CAMPAIGN FACEBOOK INTEGRATED MEDIA
  30. 30. THINGS TO CONSIDER.LAST YEAR’S WINNERSTHE BEST YOU’VE SEEN THIS YEARCLICHÉD TRENDS THAT MADE HEADLINESWHERE THE NEW “BAR” ISAPPLYING TO DIFFERENT CATEGORIES.(KARL WILL THANK YOU.)
  31. 31. PART 3:PACKAGINGTHE WORK
  32. 32. EXPLAIN THE PROBLEM, :15 KEEP IT SIMPLE EXPLAIN THE UNIQUE :15 SOLUTION. WHY IT MATTERED. SPEND THE NEXT MINUTE OR 1:15 SO ON THE SEXY IDEA DESCRIBE THE IMPACT+ :15 (UNDERSELL HARD HERE) KNOW WHEN TO STOP. 2:00
  33. 33. REMEMBER:WHAT WAS THE PROBLEM?HOW DID THEY SOLVE IT?DID YOU BELIEVE IT?WHEN DID YOUR ATTENTION WANE?DID THE VIDEO MAKE YOU JEALOUS?
  34. 34. BILLBOARDBILLBOARD - MUSIC. SEE WHAT ITS MADE OF - ALMAPBBDO, SAO PAULOHTTP://VIMEO.COM/35698087
  35. 35. VOTE. YES/NO?
  36. 36. THEN BREAK ALL RULESTO REALLY STANDOUT
  37. 37. DECODED.BING JAZ-Z - DECODE JAY-Z WITH BING – DROGA5 - NEW YORKHTTP://VIMEO.COM/35698139
  38. 38. A GOOD VIDEO CANMAKE AVERAGEIDEAS LOOK GOODA BAD VIDEO CANMAKE GREATIDEAS LOOK LIKE SHIT
  39. 39. SO…
  40. 40. DO:CONSIDER THE AUDIENCE:JUDGESDO:CHOOSE AND PLACE WORKSMARTLYDO:BE CREATIVE, REALLY.
  41. 41. DON’T:USE MARKETING SPEAKDON’T:BOAST MARKETING STATSDON’T:CHECK THE CLICHÉD BOXES
  42. 42. ONE LAST VIPINK PONIES: A CASE STUDY - JOHN ST.HTTP://VIMEO.COM/35698258
  43. 43. THANK YOU.@RAHULSABNISEXECUTIVE CREATIVE DIRECTOREURO RSCG WORLDWIDE – NEW YORK @CLIOAWARDS
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