APG NL Presentation by Heather LeFevre

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At the first meeting of the newly formed APG Netherlands, presenters shared how our personal interests outside of work have influenced strategies we have developed for work. This example is work I did for the launch of Gucci Guilty at Tribal DDB.

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  • Slide 2 - Lots of people have collections. Some people collect dolls, for example.
    Slide 3 - But after taking the Strengthsfinder self-assessment, I learned that I'm really good at meeting new people. They call this characteristic WOO - stands for Winning Others Over. I get energy from meeting and getting to know people. And in my work, I learn a lot of interesting things from the different people I meet.
    Slide 4 - In fact, even creepier than a doll collection, I have a digital human collection. This is my LinkedIn account. As of today, I have 2,870 connections. A friend of mine told me I'm a 'vampire of interestingness.' So please connect with me so I can add you to my collection.
    Slide 5 - And this leads to a personal belief. That everything we need to know, we learn through other people. That the people who come into our lives arrive at the perfect moment to teach us what we need to learn.
    Slide 6 - I often am able to incorporate things I have learned from others in my work, but I'd like to share a specific example for a project I did for the launch of Gucci Guilty. This fragrance was designed with the concept of transgression in mind. This is the first fragrance the fashion house has designed for the young, up and coming, night life crowd. Which made them realize that they need to create a digital experience if they had much hope of connecting with this audience who consumes very little traditional media, something they had never done before.
    Slide 7 - Just as Margaret Meade and Jane Goodall have lived amongst their subjects, I had had a unique experience living amongst this crowd of nightlife enthusiasts.
    Slide 8 - This is the group of girls I spent a year with in Miami. Here we're at a night club called Vice. It's the VIP area of Mansion. You have to know the right people in Miami to get beyond that velvet rope. And what did I learn from my year of clubbing?
    Slide 9 - First, that the best nights out cannot be planned. Knowing which club you're going to weeks ahead of time does not lead to a fun time. You have to be open to serendipity and following the text that a connection sends at midnight.
    Slide 10 - I also observed how digital behaviour has morphed our going out habits. It used to be that we made firm plans. We'd meet at this place at this time. Then we all got mobile phones and we agreed to call each other when we got off work and make a plan. Now very often no plans are made and we see based on check ins and status updates where a person is or a venue that is full of interesting people or a surprise DJ. So that's how we chose where to go.
    Slide 11 - When I moved to Amsterdam, I also fell for a guy in the fetish scene. This is me! I went to a few parties and learned about the people in this community. My boyfriend also made and produced dark electronic music. These elements fed into my brief as well. I made a dark and sexy playlist for my creatives to play while they worked on the brief full of tracks like Soho Dolls and Tiga.
    Slide 12 - I also learned from the fetish scene that where we draw the line in terms of transgression is very individual. For some, playing spin the bottle in the basement is quite naughty. For others, Amsterdam is tame and they can no longer be shocked by anything.
    Slide 13 - This led to the digital experience that we first recommended and unfortunately didn't get produced. But this video shows an immersive storyline where you arrive at a mansion in the woods, chose a mask and enter the house to voyeuristically witness different things going on and participate if you wish.
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APG NL Presentation by Heather LeFevre

  1. 1. WELCOMENovember 17, 2011
  2. 2. EVERYTHING WE NEED TO KNOW, WE LEARN THROUGH OTHER PEOPLE
  3. 3. THE BEST NIGHTS OUTAREN’T PLANNED
  4. 4. DIGITAL BEHAVIOUR MORPHING !"#$%& !"##$%& !"## ()**+*,& ()"**$*+ $%&()# -.& ,-.%& *&++(,-# /0+)*,1()#.*& /0$"*+1)".2* ./(&)0%&1"#
  5. 5. WHERE WE DRAW THE LINEIS INDIVIDUAL

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