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Thinking without remote control. Non-conventional approach to communications.

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Leonardo Macias, Executive Creative Director, DM9DDB
#DMC2014

Published in: Marketing
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Thinking without remote control. Non-conventional approach to communications.

  1. 1. Thinking without the remote control A Non–conventional approach to communication
  2. 2. TV film :(
  3. 3. TV Channel$
  4. 4. 72%
  5. 5. This doesn’t mean that I’m against a good TV script
  6. 6. conventional non-conventional
  7. 7. !Mixtureba!
  8. 8. Big Mix
  9. 9. It’s not a science!!!
  10. 10. !Mixtureba! Powered by Nasa
  11. 11. !Mixtureba! Powered by Nasa
  12. 12. !Mistureba! Powered by Nasa
  13. 13. make sense?
  14. 14. Experiments
  15. 15. Example 1:
  16. 16. Today everybody is connected to social networks
  17. 17. Is there somebody here who is not?
  18. 18. We show the world who we are on social networks
  19. 19. Our tastes Our professions Our romances (some) Our favorite kind of music !
  20. 20. Our tastes Our professions Our romances (someones) Our Favorite kind of music Absolutely everything
  21. 21. Whenever a couple finds out that they are pregnant, they wonder
  22. 22. What are we going to name the baby?
  23. 23. What if some brand could help them out at this incredible moment in a non–invasive way?
  24. 24. Social Networks + Names book
  25. 25. Today this is a worldwide platform for Johnson’s Baby
  26. 26. hellomynamemeans com
  27. 27. Example 2:
  28. 28. Habib’s is a chain of fast food restaurants serving Lebanese food in Brazil
  29. 29. it’s exactly as big as Mc Donald’s
  30. 30. Their main product? Sfihas
  31. 31. it’s a kind of mini pizza with ground beef on top
  32. 32. Now, in Brazil turkey is a traditional Christmas dish
  33. 33. What if they sold turkey sfihas during Christmas?
  34. 34. This product is a good example of a Big Mix
  35. 35. Now, in Brazil most food deliveries are made by motorcycle
  36. 36. Reindeer sledge + Motorcycle
  37. 37. We didn’t create just a campaign, we created a product that has been for sale for the last three Christmases
  38. 38. Example 3:
  39. 39. Every future mother uses ultrasound to find out if everything is okay with her baby
  40. 40. Music is a universal way of artistic expression
  41. 41. “Soundtrack of my life”
  42. 42. Oops!
  43. 43. Krokodil gena!
  44. 44. Ultrasound + Soundtrack
  45. 45. Nowadays this format is a segment of a Sunday live audience show
  46. 46. Nowadays this format is a segment of a sunday live audience show on TV
  47. 47. Example 4:
  48. 48. Every cigarette that someone smokes takes away seven minutes of that person’s life
  49. 49. When you use a vending machine, you pay and then take out what you chose
  50. 50. Cigarette + Vending Machine
  51. 51. This is not a TVC
  52. 52. This is not a TVC Could it be a PO P initiative?
  53. 53. This is not a TVC Could it be a PO P initiative? Is it Digital?
  54. 54. This is not a TVC Could it be a PO P initiative? Is it Digital? Could it possibly be a TVC?
  55. 55. This is not a TVC Could it be a PO P initiative? Is it Digital? Could it possibly be a TVC? Definitely!!!
  56. 56. Example 5:
  57. 57. In everyday life some little accidents happen
  58. 58. A little cut when cooking
  59. 59. A little cut when cooking Opening a letter
  60. 60. A little cut when cooking Opening a letter Or closing a door
  61. 61. A little cut when cooking Opening a letter Or closing a door Etc
  62. 62. This is why we made this improbable combination
  63. 63. Packaging + Ambulances
  64. 64. Example 6:
  65. 65. Blood banks always need to remind the population to donate blood regularly
  66. 66. People nowadays get desperate when their mobile’s battery is almost finishing
  67. 67. Blood + Battery charger
  68. 68. So far these “chargers” have been distributed to 250 Brazilian hospitals
  69. 69. Innovation is happening just like that at every single moment
  70. 70. Wired by Design
  71. 71. Innovation Forum
  72. 72. Innovation is taking place in every profession
  73. 73. Door lock + Social Networks
  74. 74. ?
  75. 75. Wrong results of “Big Mix”
  76. 76. Ana + Alfredo
  77. 77. спасибо :)
  78. 78. Tomorrow Leo Macias workshop
  79. 79. Facebook: Leo Macias Instagram: Leomacias _apart Twitter: @leomacias2010 behance net/leomacias

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