Humanizing Digital Creativity

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Humanizing Digital Creativity

  1. 1. Humanizing Digital Creativity Noor Ashikin Aziz Executive Creative Director Draftfcb Malaysia http://linkedin.com/in/rudyaziz Twitter: @drnoor© 2012 Draftfcb. Do not distribute without prior approval.
  2. 2. Humanized Creativity “The importance of awareness of self, our ability to gesture and respond to our surroundings kinesthetically... to empower the innate essence of expression within us all”© 2012 Draftfcb. Do not distribute without prior approval.
  3. 3. Humanized Creativity “The importance of awareness of self, our ability to gesture and respond to our surroundings kinesthetically... to empower the innate essence of expression within us all” Driven by Technology the Digital Age© 2012 Draftfcb. Do not distribute without prior approval.
  4. 4. Humanized Creativity in the Digital Age • Real • Visceral • Relatable • Social/Shared • Collaborative© 2012 Draftfcb. Do not distribute without prior approval.
  5. 5. Humanizing Digital Creativity, A Humanized Brand© 2012 Draftfcb. Do not distribute without prior approval.
  6. 6. Humanizing Digital Creativity, A Humanized Brand • Is it believable?© 2012 Draftfcb. Do not distribute without prior approval.
  7. 7. Humanizing Digital Creativity, A Humanized Brand • Is it believable? • Does it create a reaction?© 2012 Draftfcb. Do not distribute without prior approval.
  8. 8. Humanizing Digital Creativity, A Humanized Brand • Is it believable? • Does it create a reaction? • Is the creativity relatable?© 2012 Draftfcb. Do not distribute without prior approval.
  9. 9. Humanizing Digital Creativity, A Humanized Brand • Is it believable? • Does it create a reaction? • Is the creativity relatable? • Does is incite sharing and conversation?© 2012 Draftfcb. Do not distribute without prior approval.
  10. 10. Humanizing Digital Creativity, A Humanized Brand • Is it believable? • Does it create a reaction? • Is the creativity relatable? • Does is incite sharing and conversation? • Does it make people want to do things?© 2012 Draftfcb. Do not distribute without prior approval.
  11. 11. The Humanized Brand Tell Real Stories© 2012 Draftfcb. Do not distribute without prior approval.
  12. 12. Use real people to tell real human stories. Where once the broadcast mechanics mainstream media allows for 15 or 30 secs storytelling, Digital and Social Media has opened up a wider window for engaging with consumers. And in a wider, longer, deeper space of engagement, consumers want real stories. Or stories made real.© 2012 Draftfcb. Do not distribute without prior approval.
  13. 13. © 2012 Draftfcb. Do not distribute without prior approval.
  14. 14. © 2012 Draftfcb. Do not distribute without prior approval.
  15. 15. © 2012 Draftfcb. Do not distribute without prior approval.
  16. 16. The Humanized Brand Creates a Reaction© 2012 Draftfcb. Do not distribute without prior approval.
  17. 17. In a space where consumers are bombarded with multitudes of choices, reaction counts. Reaction creates the desire to want to watch, act or engage. A visceral, or larger than life, experience creates the desire to participate.© 2012 Draftfcb. Do not distribute without prior approval.
  18. 18. Play Giant Chalkboard Video© 2012 Draftfcb. Do not distribute without prior approval.
  19. 19. The Humanized Brand Is Relatable© 2012 Draftfcb. Do not distribute without prior approval.
  20. 20. Your message must relate to the audience you are engaging with. With digital empowering consumer mobility, your message have to connect not only emotionally, but also physically. Not only must you reach them where they are, you must also connect to their behaviour at that point in time.© 2012 Draftfcb. Do not distribute without prior approval.
  21. 21. Play MusicCity Showcase Video© 2012 Draftfcb. Do not distribute without prior approval.
  22. 22. The Humanized Brand Make People Want to Share The Stories© 2012 Draftfcb. Do not distribute without prior approval.
  23. 23. Give them a reason, not just the tools, why they should share. Social sharing buttons are great but they are worthless without a reason why. If you want consumers to act or share things on your behalf answer “why would I?”© 2012 Draftfcb. Do not distribute without prior approval.
  24. 24. BMW (Schweiz) AG Sheer www.bmw.ch Driving Pleasure THE FASTEST CHRISTMAS CARD IN THE WORLD. Play Fastest Xmas Card Video© 2012 Draftfcb. Do not distribute without prior approval.
  25. 25. © 2012 Draftfcb. Do not distribute without prior approval.
  26. 26. The Humanized Brand Collaborates© 2012 Draftfcb. Do not distribute without prior approval.
  27. 27. Consumer content creation is the main driver of digital and social media. Digital will not be where it is without content created and shared by consumers. In the branded space, leverage on this desire to take user engagement into deeper more engaging levels. Get creative with creating.© 2012 Draftfcb. Do not distribute without prior approval.
  28. 28. Play TM Urbanscapes Showcase Video© 2012 Draftfcb. Do not distribute without prior approval.
  29. 29. © 2012 Draftfcb. Do not distribute without prior approval.
  30. 30. Humanized Creativity in the Digital Age© 2012 Draftfcb. Do not distribute without prior approval.
  31. 31. Humanized Creativity in the Digital Age • Is about real or making stories real© 2012 Draftfcb. Do not distribute without prior approval.
  32. 32. Humanized Creativity in the Digital Age • Is about real or making stories real • Creates a visceral reaction© 2012 Draftfcb. Do not distribute without prior approval.
  33. 33. Humanized Creativity in the Digital Age • Is about real or making stories real • Creates a visceral reaction • Relates to the audience© 2012 Draftfcb. Do not distribute without prior approval.
  34. 34. Humanized Creativity in the Digital Age • Is about real or making stories real • Creates a visceral reaction • Relates to the audience • Let the idea be social/shared© 2012 Draftfcb. Do not distribute without prior approval.
  35. 35. Humanized Creativity in the Digital Age • Is about real or making stories real • Creates a visceral reaction • Relates to the audience • Let the idea be social/shared • Is collaborative© 2012 Draftfcb. Do not distribute without prior approval.
  36. 36. It’s The Humanized Brand, That Humanizes Digital Noor Ashikin Aziz Executive Creative Director Draftfcb Malaysia http://linkedin.com/in/rudyaziz Twitter: @drnoor© 2012 Draftfcb. Do not distribute without prior approval.

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