Successfully reported this slideshow.

Cee creative forum

1,445 views

Published on

creative

Published in: Business
  • Be the first to comment

  • Be the first to like this

Cee creative forum

  1. 1. WELCOME
  2. 2. WORK TO ASPIRE TO
  3. 3. OUTDOOR
  4. 4. Deadline Express Couriers
  5. 6. James Ready
  6. 8. Financial Times
  7. 10. Net Bank
  8. 13. McDonald’s
  9. 15. GUERILLA
  10. 16. Axe
  11. 18. PRESS
  12. 19. Canadian Club
  13. 23. Volkswagen
  14. 25. FILM
  15. 26. Old Spice
  16. 27. <ul><li>http://www.youtube.com/watch?v=owGykVbfgUE </li></ul>
  17. 28. match.com
  18. 29. <ul><li>http://www.youtube.com/watch?v=-z4aguu4Ex0 </li></ul>
  19. 30. Phillips
  20. 31. <ul><li>http://www.youtube.com/watch?v=lQ3D4CqHbJM </li></ul>
  21. 32. Beginning of Best Short Film 2010 Oscar winner
  22. 33. <ul><li>http://www.youtube.com/watch?v=p10UE3O8s24&feature=related </li></ul>
  23. 34. MEDIA-NEUTRAL
  24. 35. Tourism Queensland
  25. 37. Optus
  26. 38. <ul><li>http://64.13.249.109/award/whalesong/ </li></ul>
  27. 39. Ikea
  28. 40. <ul><li>http://demo.fb.se/e/ikea/facebook_showroom/ </li></ul>
  29. 41. Tele2
  30. 42. <ul><li>http://demo.fb.se/e/tele2/mobile-internet-live/ </li></ul>
  31. 43. HBO
  32. 44. <ul><li>http://www.hboimagine.com/ </li></ul>
  33. 45. Learnings from Golden Drum 2009
  34. 46. <ul><li>One of the main things I remember from our meeting in Portoroz was that most of us felt that we are weak in craft. </li></ul>
  35. 47. <ul><li>So until we improve in this area, </li></ul><ul><li>like so many other agencies demonstrated at Golden Drum… </li></ul>
  36. 48. <ul><li>instead of lamenting our limitations, </li></ul><ul><li>I suggest that we embrace them. </li></ul>
  37. 49. <ul><li>Because great ideas are not craft-dependent… </li></ul>
  38. 50. <ul><li>… they’re idea-dependent. </li></ul>
  39. 51. <ul><li>If we have a strong idea, </li></ul><ul><li>all sorts of executional options are open to us. </li></ul>
  40. 52. <ul><li>We can use stock photos. </li></ul>
  41. 55. <ul><li>We can shoot rudimentary photos. </li></ul>
  42. 57. <ul><li>We can draw simple illustrations. </li></ul>
  43. 61. <ul><li>We can draw slightly less simple illustrations. </li></ul>
  44. 63. <ul><li>Or we can hire a professional illustrator to draw complicated illustrations. </li></ul>
  45. 67. <ul><li>We can make the medium the idea. </li></ul>
  46. 69. <ul><li>We can extend an idea beyond its medium. </li></ul>
  47. 72. <ul><li>We can even create a new medium. </li></ul>
  48. 74. <ul><li>We don’t need elaborate sets, fancy locations or extensive post-production. </li></ul>
  49. 76. <ul><li>We don’t need to cast more than one person. </li></ul>
  50. 78. <ul><li>We don’t need to worry whether our cultures will be understood. </li></ul>
  51. 80. <ul><li>We certainly don’t need to scam. </li></ul><ul><li>Because the majority of the work I am showing you here is real. </li></ul>
  52. 81. <ul><li>And we don’t have any valid excuses, </li></ul><ul><li>because award-worthy communication is being already produced for… </li></ul>
  53. 82. <ul><li>P&G… </li></ul>
  54. 84. <ul><li>and Unilever. </li></ul>
  55. 86. OBSERVATIONS
  56. 87. <ul><li>As a jury, we decided it was not our job to be policemen. </li></ul><ul><li>We agreed that work should have been properly screened before it was exposed to us. </li></ul><ul><li>But if an entry screamed “SCAM”, we threw it out. </li></ul>
  57. 88. <ul><li>As always, the best ideas stood out. </li></ul><ul><li>Most of them were either: </li></ul><ul><li>a fresh articulation of an existing insight (Max Factor: Look into my eyes) </li></ul><ul><li>offered a new, pertinent insight (BETA: Adopt a dog). </li></ul><ul><li>and/or struck an emotional chord (Pert: Stop the Suffering; Munich Treaty) </li></ul>
  58. 89. <ul><li>Unfortunately, some regurgitated ideas won. </li></ul>
  59. 91. <ul><li>Fortunately, some were exposed. </li></ul>
  60. 94. <ul><li>Poor execution did not prevent an idea from winning. </li></ul><ul><li>It simply prevented it from winning big. </li></ul>
  61. 96. <ul><li>Press is press. </li></ul><ul><li>Outdoor is outdoor. </li></ul><ul><li>Many agencies are still entering their press campaigns in the outdoor competition. </li></ul><ul><li>If work was not truly outdoor, we did not award it. </li></ul>
  62. 97. <ul><li>What wins at Cannes will win at other award shows, too. </li></ul><ul><li>So don’t focus on Golden Drum, focus on Cannes. </li></ul>
  63. 98. <ul><li>Focus on a less competitive category. </li></ul><ul><li>The radio category had only 51 entries. </li></ul>
  64. 99. <ul><li>If you’re searching for new creative talent, look no further than the Piran Poster contest. </li></ul><ul><li>You’ll get to see how young creatives perform on a real brief with a level playing field. </li></ul>
  65. 100. <ul><li>Certain networks are obviously much better organized and geared towards winning awards than others (LB in particular). </li></ul><ul><li>Also, agencies in countries outside of Europe, such as Lebanon, Turkey and Israel, are performing much better than the European ones. </li></ul>
  66. 101. <ul><li>It only takes ONE brilliant idea to stand out. </li></ul>
  67. 102. <ul><li>MY ADVICE: </li></ul><ul><li>Focus on just ONE paying client </li></ul><ul><li>and </li></ul><ul><li>ONE pro bono client </li></ul>
  68. 103. LOWE & PARTNERS ROMANIA (Our best work)
  69. 104. ACTIVATION
  70. 105. Delikat “Guess Who’s Coming To Dinner”
  71. 113. J&J Baby “24 Hour Mom”
  72. 114. <ul><li>Creative Rationale </li></ul><ul><ul><li>Every mother cares for her baby non stop, 24h a day, 7 days a week. </li></ul></ul><ul><ul><li>Johnson’s baby helps provide around-the-clock solutions for baby caring, for different moments of the day. </li></ul></ul>
  73. 115. <ul><li>Creative Idea </li></ul><ul><ul><li>Reward Johnson’s Baby moms through a contest, reassuring them in their choice, and reminding them that our products are helping them throughout the entire day. </li></ul></ul><ul><ul><li>The objective is to have mothers create positive word of mouth concerning their experience with the brand. </li></ul></ul>
  74. 116. <ul><li>Johnson’s Baby supports moms around the clock </li></ul>
  75. 117. <ul><li>Contest mechanism </li></ul><ul><li>Are you a 24h mom? Tell us your story and win! </li></ul><ul><li>We create the 24hmom.ro website, where moms can upload pictures and tell all about their favorite moment of the day when they interact with their baby and Johnson’s baby products (products must be in the picture). </li></ul>
  76. 118. <ul><li>The 3 stories that receive the most votes will receive appealing prizes such as aqua gym subscriptions or 1-year supply of products. </li></ul><ul><li>The 3 stories will be used as testimonials. We will PR their image as “hero moms” that “survived” throughout each day with the help of Johnson’s baby products. </li></ul>
  77. 119. <ul><li>Program promotion: </li></ul><ul><ul><li>In store materials </li></ul></ul><ul><ul><li>TV tag </li></ul></ul><ul><ul><li>Internet </li></ul></ul><ul><ul><li>Press testimonials </li></ul></ul>
  78. 120. In store: Shelf talker
  79. 121. In store - Neck hanger
  80. 122. In store - Neck hanger
  81. 123. TV tag
  82. 125. Website
  83. 126. <ul><li>Bath time stories </li></ul>
  84. 127. <ul><li>Nappy change time stories </li></ul>
  85. 128. <ul><li>Bed time stories </li></ul>
  86. 129. Press testimonials
  87. 132. Rexona for Women “Puts You in the Spotlight”
  88. 136. B uzz <ul><li>We create buzz with our “Black puts you in the spotlight” key visual. In major cities throughout the country, with actual spotlights, we will project our key visual and slogan up into the sky, onto the sides of major buildings, and onto walls. Indoors, we will project it onto floors and ceilings. </li></ul>
  89. 140. Reveal <ul><li>The same spotlights will project our KV indoors and outdoors, but now branded with the Rexona logo and a CTA website: www.rochianeagra.ro </li></ul>
  90. 142. Reveal <ul><li>A major “Catwalk” flashmob will take place somewhere in central Bucharest. We will alert the media beforehand and upload the event onto youtube, for maximum exposure and viral impact </li></ul><ul><li>Beautiful women dressed in black dresses will step out of limousines, and a black “catwalk” will be instantly laid down for them to strut their stuff </li></ul>
  91. 144. Reveal <ul><li>Afterwards they will hand out fliers to women with instructions to buy Rexona Crystal then log onto our website to have the chance to win 1 of 5 iconic dresses and other great black fashion accessories </li></ul><ul><li>Smaller “Catwalk” flash mobs will also appear in high traffic locations in different cities over the coming days </li></ul>
  92. 146. Reveal <ul><li>At POS, we will have black carpet floor stickers leading to the Rexona shelf. There will be spotlights on the floor, shelf strips and shelf talkers. </li></ul>
  93. 149. Reveal <ul><li>Partnerships with clothes shops - each black garment will carry a hanger label </li></ul>
  94. 151. Reveal <ul><li>Several copies of the dresses will be made so that we can put them on display in different places at the same time. These display locations can include major malls, city/town squares, even central metro stations. </li></ul>
  95. 153. Reveal <ul><li>ATL components </li></ul><ul><li>TV </li></ul><ul><li>Press </li></ul><ul><li>OOH </li></ul>
  96. 158. DIRECT
  97. 159. Bayer (Rennie) “Gas Notice”
  98. 161. Unilever (Axe) “Ruler”
  99. 163. TRAINING TIPS
  100. 164. RULES
  101. 165. <ul><li>1) Say one thing </li></ul><ul><li>2) First be clear then be clever </li></ul><ul><li>3) Substance precedes style </li></ul>
  102. 166. TECHNIQUE 1
  103. 167. <ul><li>BENT VISUAL WITH </li></ul><ul><li>STRAIGHT HEADLINE </li></ul>
  104. 170. TECHNIQUE 2
  105. 171. <ul><li>BENT HEADLINE WITH </li></ul><ul><li>STRAIGHT VISUAL </li></ul>
  106. 174. TECHNIQUE 3
  107. 175. <ul><li>1) Before (focuses on the problem) </li></ul><ul><li>or </li></ul><ul><li>2) After (focuses on the solution) </li></ul><ul><li>or </li></ul><ul><li>3) Before / After (focuses on the problem and solution) </li></ul>
  108. 176. Before (focuses on the problem)
  109. 178. After (focuses on the solution)
  110. 180. Before / After (focuses on the problem and solution)
  111. 182. TECHNIQUE 4
  112. 183. FLIP SOMETHING (Do the opposite; change things 180 ° )
  113. 184. Mustang Matchbox Ogilvy Frankfurt Germany
  114. 185. Fleetwood Matchbox Ogilvy Frankfurt Germany
  115. 186. Eldorado Matchbox Ogilvy Frankfurt Germany
  116. 187. Soccer Gatorade ALMAPBBDO Sao Paulo Brazil
  117. 188. Boxing Gatorade ALMAPBBDO Sao Paulo Brazil
  118. 189. Basketball Gatorade ALMAPBBDO Sao Paulo Brazil
  119. 190. Steak Heinz Leo Burnett Brussels Belgium
  120. 191. Fries Heinz Leo Burnett Brussels Belgium
  121. 192. Fish Heinz Leo Burnett Brussels Belgium
  122. 193. Kitten Ford JWT Mexico
  123. 194. Tricycle Ford JWT Mexico
  124. 195. Tortoise Ford JWT Mexico
  125. 196. Touran Volkswagen DDB Germany
  126. 197. Golf Volkswagen DDB Germany
  127. 198. Golf Variant Volkswagen DDB Germany
  128. 199. Tiles Leica Camera Advico Young & Rubicam Switzerland
  129. 200. Stakes Leica Camera Advico Young & Rubicam Switzerland
  130. 201. Ivy Leica Camera Advico Young & Rubicam Switzerland
  131. 202. Iron Fence Leica Camera Advico Young & Rubicam Switzerland
  132. 203. Bricks Leica Camera Advico Young & Rubicam Switzerland
  133. 204. Cockatoo JWT Sydney Australia
  134. 205. Echidna JWT Sydney Australia
  135. 206. Koala JWT Sydney Australia
  136. 207. Troussers Voltaren Pain Relief Saatchi & Saatchi Simko Switzerland
  137. 208. Remote control Voltaren Pain Relief Saatchi & Saatchi Simko Switzerland
  138. 209. Cheese Voltaren Pain Relief Saatchi & Saatchi Simko Switzerland
  139. 210. Baby Voltaren Pain Relief Saatchi & Saatchi Simko Switzerland
  140. 211. Sheep Vega-Mayor Florette Salad Grey Spain
  141. 212. Pig Vega-Mayor Florette Salad Grey Spain
  142. 213. Cow Vega-Mayor Florette Salad Grey Spain
  143. 214. Cock Vega-Mayor Florette Salad Grey Spain
  144. 215. TECHNIQUE 5
  145. 216. SWITCH SOMETHING (Replace one thing with another)
  146. 217. Sydney-Toronto Western Union Saatchi & Saatchi Vietnam
  147. 218. Singapore-LA Western Union Saatchi & Saatchi Vietnam
  148. 219. Shanghai-Chicago Western Union Saatchi & Saatchi Vietnam
  149. 220. Hongkong-NY Western Union Saatchi & Saatchi Vietnam
  150. 221. Shoe Companions for Seniors Y&R Chicago
  151. 222. Piano Companions for Seniors Y&R Chicago
  152. 223. Cards Companions for Seniors Y&R Chicago
  153. 224. Ballet Job Search Website JWT Hongkong
  154. 225. Sumo Job Search Website JWT Hongkong
  155. 226. Soldier Job Search Website JWT Hongkong
  156. 227. Tree Clemenger BBDO Wellington New Zealand
  157. 228. Creek Clemenger BBDO Wellington New Zealand
  158. 229. Bridge Clemenger BBDO Wellington New Zealand
  159. 231. TECHNIQUE 6
  160. 232. ONE BECOMES ANOTHER (One or many things form another)
  161. 249. TECHNIQUE 7
  162. 250. USE A METAPHOR OR SIMILE
  163. 267. TECHNIQUE 8
  164. 268. MAKE THE PRODUCT THE IDEA
  165. 271. TECHNIQUE 9
  166. 272. MAKE THE MEDIUM THE MESSAGE
  167. 287. TV2 Ugly Betty Saatchi & Saatchi New Zealand

×