MCAD - FOA 2011 - Session #3

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Strategic Creativity and One Show Project Kickoff

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  • - Strategic creativity could be defined as stepping outside of marketing as a service - and thinking about business problems holistically. \n- Being strategically creative is saying “maybe you don’t need an ad - you need a different business practice.”\n
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  • I’ll challenge you there - we can’t all do everything. We know one thing really well, and everything else generally.\n
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  • you’re learning how others talk - you’re expanding your circle. so that when you encounter an art director, or a PR specialist, or anthropologist, or sociologist, you can have a better exchange of ideas because you speak the same language.\n
  • Nope! \n
  • Creating a piece of modern advertising out of an intensely classical piece of art - if we ignore his paintbrush. It’s novel because of the medium, it’s novel because of the method of distribution (viral video). No need to think that your skills are moot. But to apply them in a “modern” way, you can supplement them with distribution or an interesting medium.\n
  • Have they not, in their attempt to mock the brand, actually created an effective advertisement? If the item is sold out of irony, doesn’t this help that cause?\n
  • Have they not, in their attempt to mock the brand, actually created an effective advertisement? If the item is sold out of irony, doesn’t this help that cause?\n
  • Nope! \n
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  • MCAD - FOA 2011 - Session #3

    1. 1. Future of Advertising Spring 2011 • Mondays, 1-6 PM • Room 416 Instructor: Zach PentelClass 3: Strategic Creativity and One Show Project Kickoff Future of Advertising - February
    2. 2. TodayBlog post #3Regroup with last week’s group + prepare to discuss City Harvest findingsWhat we’ve learned about the brand and the audience + moving forwardProject groups + assignment for next weekBreakGuest Speaker: Ana Andjelic, Senior Planner, HUGEAt 6 PM:CATFOA at the Fineline Music Cafe Future of Advertising - February
    3. 3. 318 North 1st Avenue Future of Advertising - February
    4. 4. You would think that airlines would have a little more empathy for their customers…do theyever think about their customers? I honestly don’t think they do.Great ads do not fix crappy products or rude customer service. -Natalie Future of Advertising - February
    5. 5. Future of Advertising - February
    6. 6. Friskies Cat Food Ad (psychedelic remix)“The Friskies cat food ad, now with a more appropriate song in the background. Content used under Fair Use.” Future of Advertising - February
    7. 7. To be creative is to be original, or different. It doesnt necessarily mean smart.I think that is part of being a strategic creative. Ideas have to be intelligent and do morethan have a call to action.It has to show that the company being represented has answered the call to action from theconsumer by practicing honest, responsible business, giving back to a community, or usingfair labor to provide their products to name a few. -Alicia Future of Advertising - February
    8. 8. Future of Advertising - February
    9. 9. I think that agencies are going to need people who can do it all. I am training myself rightnow to know how to be able to work in every department in an agency. I want to be the"utility player" in the agency, and I think "utility players" are the future of agencies. -KaylaFrom my understanding, specialists are less valued than they once were. Now, as theadvertising industry is expanding, the people they seek to employee have more than oneskill. People with multiple skills could be considered generalists. -Joy Future of Advertising - February
    10. 10. Concept derived from “The Illustrated Guide to a PhD” by Mike Might (http://matt.mike.net) Future of Advertising - February
    11. 11. Concept derived from “The Illustrated Guide to a PhD” by Mike Might (http://matt.mike.net) Future of Advertising - February
    12. 12. Concept derived from “The Illustrated Guide to a PhD” by Mike Might (http://matt.mike.net) Future of Advertising - February
    13. 13. Concept derived from “The Illustrated Guide to a PhD” by Mike Might (http://matt.mike.net) Future of Advertising - February
    14. 14. Concept derived from “The Illustrated Guide to a PhD” by Mike Might (http://matt.mike.net) Future of Advertising - February
    15. 15. Concept derived from “The Illustrated Guide to a PhD” by Mike Might (http://matt.mike.net) Future of Advertising - February
    16. 16. Research methods Emerging tech Web development Mobile development Interactive tools Anthropology Sociology Psychology Art directionConcept derived from “The Illustrated Guide to a PhD” by Mike Might (http://matt.mike.net) Future of Advertising - February
    17. 17. I’ve  also done some work in classes that involve researching audiences, and focusingideas around the result of that research.  Though I’ve probably spent more time in classes that teach skills for people who wouldcollaborate with advertisers in the real world. Meaning the courses are not actuallynecessary for the an advertising major.When I’m asked about why I’m in these classes I tell people that “when I get a job, I’ll havea better overall understanding of  projects if I understand how and what other groups aregoing to need to do to make the idea work.” -Whitney Future of Advertising - February
    18. 18. ...being trained as a classical artist I don’thave much currently to offer a modernworld.I spend more time gathering andcommunicating than the art itself. -Rachel Robin Rhode Future of Advertising - February
    19. 19. Future of Advertising - February
    20. 20. Future of Advertising - February
    21. 21. “Some of the best campaigns are beingexecuted by the most unlikely of sources.” -Ana Andjelic, via Michael Future of Advertising - February
    22. 22. “Some of the best campaigns are beingexecuted by the most unlikely of sources.” -Ana Andjelic, via Michael Future of Advertising - February
    23. 23. “Some of the best campaigns are beingexecuted by the most unlikely of sources.” -Ana Andjelic, via Michael Future of Advertising - February
    24. 24. ...in all my ad classes so far weve either worked independently to develop and executeentire ideas or gathered as groups with no particular roles, just using whatever skills eachof us has to complete a given task.Perhaps this is MCAD staff recognizing this shift towards strategic creative inadvertising? - Alex Future of Advertising - February
    25. 25. Future of Advertising - February
    26. 26. Mapping your audienceThree audience groups:Food IndustryDonates food, raise funds, raise awarenessIndividualsInterested in social justice. Provide financial and volunteer supportCorporate and Foundation ProfessionalsDecision makers for large corporate/foundation giving Future of Advertising - February
    27. 27. Mapping your audienceFor each audience group:• Where they are and what they are doing online• Online tactics• Where they are and what they are doing offline• Offline tactics• Why should they care about Second Harvest? Future of Advertising - February
    28. 28. GroupsRachel GirardKayla KnudsonNatalie WetjenTaylor Olson---Joy MarkunasWhitney LunnyAlex FritzPatrick Kispert---Michael BorellAlicia ReyersonLairen Ballen Future of Advertising - February
    29. 29. Next weekMeet at least once as a group outside of classAssign a group project managerEmail me & Boriana 3 concepts (and CC your group members)These can be descriptions, ad-like objects, mood boards, etc....and the answers to these questions: What potential do you envision for this brand? Who do you plan to connect this brand with? Why does City Harvest need a brand reinvention? Send by noon on Sunday Future of Advertising - February
    30. 30. Next weekIn classI’ll email you feedback before classPresent Concepts / CritiqueWork time - iterate your first round of concepts, and create three more topresent the following weekGuest Speaker: Meghan Casey of Brain Traffic Future of Advertising - February

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