A presentation about how the most effective advertising blurs the line between art and advertising. Presented by Kieran Antill (Exec. Creative Director JWT Melbourne) and Peter Drew Artist (Real Australians say Welcome)

1. ART
FOR
ADS
SAKE
K I E R A N A N T I L L + P E T E R D R E W
EXEC. CREATIVE DIRECTOR JWT MELBOURNE ARTIST ‘REAL AUSTRALIANS SAY WELCOME’

2. This talk is about connecting art + commerce,
ultimately we are talking about effectiveness.

3. ART ADS

4. ART ADS

6. Artists are the original marketers.
Creators of stories, symbols of power and desirability.

7. GREAT PYRAMID OF GIZA

8. JULIUS CAESAR

9. REMBRANDT
SELF-PORTRAIT (1659)

10. FYI
All of these artists would have been a hit on the internet.

11. MY ART/AD
CONTEXT

12. LONDON ‘FALLING HORSES’

13. SYDNEY ‘LIP DIARIES’

14. NEW YORK ‘ALLION DANCERS’

15. OFF BROADWAY PLAY
‘8 MILLION PROTAGONISTS’
FOR THE VILLAGE VOICE

16. ART INSTALLATION
‘ALPHABET OF TODAY’
CANNES FESTIVAL

17. PHILANTHROPIC MUSIC LAUNCH
WITH DAVID GUETTA AND WOOD KID
UNITED NATIONS WORLD HUMANITARIAN DAY

18. GALLERY OF 5000 IMAGES
‘EOS PHOTO 5’
CANON AUSTRALIA

19. VOTE EARTH WITH ARTIST SHEPARD FAIREY
‘EARTH HOUR 2009’ WWF

20. CREATIVE COMMUNITY
‘PHOTOCHAINS’
CANON AUSTRALIA

21. MUSIC VIDEO
‘SPACE MONKEY’ WWF
WITH BEN LEE

22. MELBOURNE QUEER FILM FESTIVAL
‘TO RUSSIA WITH LOVE’
RUSSIAN POSTERS IN MELBOURNE

23. ART | ADS
T H E S T E R E O T Y P I C A L D I F F E R E N C E

24. T H E S T E R E O T Y P I C A L D I F F E R E N C E
ART | ADS

25. T H E S T E R E O T Y P I C A L D I F F E R E N C E
ART | ADS

26. T H E S T E R E O T Y P I C A L D I F F E R E N C E
ART | ADS

27. T H E S T E R E O T Y P I C A L D I F F E R E N C E
ART | ADS

28. T H E S T E R E O T Y P I C A L D I F F E R E N C E
ART | ADS

29. T H E S T E R E O T Y P I C A L D I F F E R E N C E
ART | ADS

30. T H E S T E R E O T Y P I C A L D I F F E R E N C E
ART | ADS

31. T H E S T E R E O T Y P I C A L D I F F E R E N C E
ART | ADS

32. T H E S T E R E O T Y P I C A L D I F F E R E N C E
ART | ADS

33. T H E S T E R E O T Y P I C A L D I F F E R E N C E
ART | ADS

34. T H E S T E R E O T Y P I C A L D I F F E R E N C E
ART | ADS

35. T H E S T E R E O T Y P I C A L D I F F E R E N C E
ART | ADS

36. T H E S T E R E O T Y P I C A L D I F F E R E N C E
ART | ADS

37. T H E S T E R E O T Y P I C A L D I F F E R E N C E
ART | ADS

38. T H E S T E R E O T Y P I C A L D I F F E R E N C E
ART | ADS

39. T H E S T E R E O T Y P I C A L D I F F E R E N C E
ART | ADS

40. T H E S T E R E O T Y P I C A L D I F F E R E N C E
ART | ADS

41. T H E S T E R E O T Y P I C A L D I F F E R E N C E
ART | ADS

42. ART | ADS
T H E S T E R E O T Y P I C A L D I F F E R E N C E

43. T H E S T E R E O T Y P I C A L D I F F E R E N C E
ART | ADS

44. T H E S T E R E O T Y P I C A L D I F F E R E N C E
ART | ADS

45. T H E S T E R E O T Y P I C A L D I F F E R E N C E
ART | ADS

46. WHAT DO YOU THINK
IS MORE POPULAR ON
THE INTERNET?

47. T H E A T T R I B U T E S O F A R T
A bespoke, raw, authentic emotional and very
real thing - not made for money but made
from inspiration.

48. OR

49. Something for the masses that is
scripted with researched information.
Presented by fake people in a shallow
storyline with a big budget.
T H E A T T R I B U T E S O F A D S

50. But great ads are not so easily categorized,
they blur the lines between art,
entertainment & commerce.

52. OK!

53. FOUR KEY REASONS
YOUR ADS NEED
TO HAVE MORE ART
ATTRIBUTES

54. 1.
MEDIA
LANDSCAPE

55. Ads are everywhere but ultimately they
only sit at the gates to other content or are
peripheral decorations, many of which people
can easily navigate around or ignore.

56. You need people to want to own your ad.

57. You need people to want to own your ad.

58. 2.
BIG BUDGETS

59. ARE NOW MANY
SMALLER ONES

60. Today you have to do more with less but if you
give people something powerful to share they will.

61. Today you have to do more with less but if you
give people something powerful to share they will.

62. 3.
UNIQUE SELLING
PROPOSITIONS

63. ARE NOW (MOSTLY)
COMMODITIZED

64. When products become commoditized
the originality of a brands expression
is the only real difference.

65. 4.
CHANGING TASTES

66. 79% ACCESS INTERNET DAILY
*
FACEBOOK 93%(THIS YEAR)
LINKEDIN 28%(THIS YEAR)
INSTAGRAM 26%(THIS YEAR)
PINTEREST 17%(THIS YEAR)
TWITTER 17%(THIS YEAR)
GOOGLE+ 23%(THIS YEAR)
16 STREAMING MUSIC SERVICES
AND THE INTERNET IS NOW REPORTED AS THE
FIRST PREFERENCE FOR ENTERTAINMENT
* ( A U S T R A L I A S E N S I S S O C I A L M E D I A R E P O R T M A Y 2 0 1 5 )

67. 79% ACCESS INTERNET DAILY
*
FACEBOOK 93%(THIS YEAR)
LINKEDIN 28%(THIS YEAR)
INSTAGRAM 26%(THIS YEAR)
PINTEREST 17%(THIS YEAR)
TWITTER 17%(THIS YEAR)
GOOGLE+ 23%(THIS YEAR)
16 STREAMING MUSIC SERVICES
AND THE INTERNET IS NOW REPORTED AS THE
FIRST PREFERENCE FOR ENTERTAINMENT
* ( A U S T R A L I A S E N S I S S O C I A L M E D I A R E P O R T M A Y 2 0 1 5 )

68. ARTY
AS
FAAAARC
ADDY
AS
FAAAARC
C R E A T I V E A G E N C Y S P E C T R U M

69. ARTY
AS
FAAAARC
ADDY
AS
FAAAARC
C R E A T I V E A G E N C Y S P E C T R U M

70. ARTY
AS
FAAAARC
ADDY
AS
FAAAARC
C R E A T I V E A G E N C Y S P E C T R U M

71. Here’s a much simpler way of thinking
about the difference.

72. ART
ADS
T H E O N L Y D I F F E R E N C E B E T W E E N A R T A N D A D S I S T H E I N T E N T

73. ART
ADS
T H E O N L Y D I F F E R E N C E B E T W E E N A R T A N D A D S I S T H E I N T E N T

74. ART
ADS
T H E O N L Y D I F F E R E N C E B E T W E E N A R T A N D A D S I S T H E I N T E N T

75. GREAT
IMAGE
MAKERS

76. HAROLD EDGERTON 1957
‘MILK DROP CORONET’

77. HAROLD EDGERTON
ENGINEER OR ARTIST?
In his lab at MIT,
Edgerton found art in the millisecond and
changed everything.

78. HAROLD EDGERTON
ENGINEER OR ARTIST?

79. DOVIMA WITH ELEPHANTS 1955
DIOR
RICHARD AVEDON

80. The image that blurred the line between
commercial fashion photography and art.
DOVIMA WITH ELEPHANTS 1955
DIOR FOR HARPER’S BAZAAR
RICHARD AVEDON

81. PHILIPPE HALSMAN
DALÍ ATOMICUS 1948

82. PHILIPPE HALSMAN
COMMERCIAL PHOTOGRAPHER

83. When Philippe Halsman applied a
surrealists mind he changed portrait
photography forever.
PHILIPPE HALSMAN

84. When Philippe Halsman applied a
surrealists mind he changed portrait
photography forever.
PHILIPPE HALSMAN

85. PHILIPPE HALSMAN
ARTIST

86. THE ABSOLUT BOTTLE

88. ABSOLUT BLANK

90. THE SYDNEY COKE SIGN

92. WARHOL’S CAMPBELL SOUP

93. OSCARS 2014 SELFIE
BRADLEY COOPER

94. Re-tweeted over 3 million times, more
than any other photo in history.
OSCARS 2014 SELFIE
BRADLEY COOPER

96. ARTIST JR
‘WOMEN ARE HEROES’

97. ARTIST JR
‘FACE 2 FACE’

98. ARTIST JR
‘NY BALLET’

99. ARTIST JR

100. ARTIST JR
While his work is mostly paper and glue,
we should consider JR one of the great
image makers of the digital age.

102. PRADA MARFA 2005
ARTISTS: ELMGREEN AND DRAGSET

103. A “pop architectural land art project”
situated 2.3 km northwest of Valentine, Texas.
PRADA MARFA 2005
ARTISTS: ELMGREEN AND DRAGSET

105. ARTIST: PATRICIA PICCININI

106. ARTIST: PATRICIA PICCININI

107. ‘PROJECT GRAHAM’
TRANSPORT ACCIDENT COMMISSION
THE ONLY PERSON
DESIGNED TO SURVIVE
ON OUR ROADS

109. ART COLLECTIVE: INDECLINE
‘THE EMPEROR HAS NO BALLS’

110. Erected New York City, San Francisco,
Los Angeles, Cleveland, and Seattle -
seen all over the world.
ART COLLECTIVE: INDECLINE
‘THE EMPEROR HAS NO BALLS’

112. ARTIST PETER DREW

113. ARTIST PETER DREW
Peter Drew is one of the most powerful
image makers in Australia today with a
very clear mission: To re-brand Australia

129. 3 POINTS
TO TAKE
AWAY

130. 1. Make ads with art attributes. Great symbols, stories and desires
are at the intersection of art and ads.

131. 1. Make ads with art attributes. Great symbols, stories and desires
are at the intersection of art and ads.
2. Originality wins. If you are using stock or making ads that look
like stock you are not making anything that will cut through.

132. 1. Make ads with art attributes. Great symbols, stories and desires
are at the intersection of art and ads.
2. Originality wins. If you are using stock or making ads that look
like stock you are not making anything that will cut through.
3. Experiment. Greatness can’t be guaranteed so plan for some
trial and error in the making process - make more than you use.

133. DOWN LOAD THIS PRESENTATION AT
www.slideshare.net/secret/BHdFyBZ6v1n0dR
K I E R A N A N T I L L + P E T E R D R E W
EXEC. CREATIVE DIRECTOR JWT MELBOURNE ARTIST ‘REAL AUSTRALIANS SAY WELCOME’