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WTFism: Evading the Expected in Art, Entertainment and Advertising

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WTFism: Evading the Expected in Art, Entertainment and Advertising

  1. 1. Dude, You Gotta See This!
  2. 2. WTFism : Evading the Expected in Art, Entertainment, and Advertising
  3. 3. James Mccrae 03.23.11
  4. 4. GET READY
  5. 5. GET READY to see or listen to something unexpected
  6. 6. GET READY to share it with your friends
  7. 7. GET READY
  8. 8. GET READY to forget the difference between GOOD AND BAD
  9. 9. GET READY to forget the difference between REAL AND FAKE
  10. 10. GET READY to forget the difference between SMART AND STUPID
  11. 11. GET READY
  12. 12. GET READY because it’s already happening
  13. 13. GET READY because it’s already happening EVERY SINGLE DAY
  14. 14. WTF are you talking about?
  15. 15. EXACTLY
  16. 16. These days, the most online buzz, comments, “likes,” and share value are generated by making people stop and say...
  17. 17. WTF?!
  18. 18. WTF?! Dude, you gotta see this!
  19. 19. Welcome to the era of WTFism
  20. 20. WTFism is: A growing movement in art, entertainment and advertising.
  21. 21. WTFism is: anything that is so funny
  22. 22. WTFism is: anything that is so stupid
  23. 23. WTFism is: any thing that is so extreme
  24. 24. WTFism is: anything that is so... anything
  25. 25. WTFism anything that is so... anything that you want to share it
  26. 26. Logic goes out the window
  27. 27. Traditional evaluations of good and bad don’t apply
  28. 28. Only one questions matters:
  29. 29. Only one questions matters: Is it worth sharing?
  30. 30. Rebecca Black’s song “Friday” received 17 million YouTube hits in one week, driven mostly from Facebook and Twitter traffic. People allegedly dislike the song but still share it based on WTF factor.
  31. 31. Dee & Ricky have made millions on WTF fashion ideas like Lego jewelry and Starter jacket luggage. Their success has led to partnerships with Marc Jacobs, Violette, G-Shock and more.
  32. 32. Snickers launched a WTF campaign in 2006 by replacing their logo with nonsensical copy vaguely related to eating. The campaign earned a lot of press and inspired multiple parodies.
  33. 33. German philosopher Friedrich Nietzsche proposed in 1886 that society was moving into an era “beyond good and evil.”
  34. 34. He thought traditional evaluations of good and bad were outdated and based on societal frameworks that no longer existed.
  35. 35. He wanted people to evaluate things by NEW, DEMOCRATIC standards
  36. 36. WTFism is beyond critical good and evil
  37. 37. WTFism is beyond critical good and evil There is no “right way” or “wrong way” -only connection
  38. 38. WTFism leaves it up to you to determine value
  39. 39. Before, we trusted “experts” “Expert opinion”
  40. 40. Now, everyone decides
  41. 41. Now, everyone decides (and so do their friends)
  42. 42. Something truly original will spread regardless of craftsmanship, logic or intellectualism
  43. 43. The history of the Internet proves that original absurdity generates viral content
  44. 44. Most agencies, entertainers and artists refuse to take these proven results seriously.
  45. 45. “That won’t work for us. We don’t want to confuse people.” -Bill Naysayer
  46. 46. But WTFism works because it doesn’t compete against media clutter
  47. 47. But WTFism works because it doesn’t compete against media clutter It doesn’t even try to
  48. 48. It behaves as if clutter doesn’t even exist
  49. 49. It sets the terms of the conversation, and transcends everything else
  50. 50. “Consumers are hard to reach because they ignore you.” -Seth Godin
  51. 51. No one ignores WTFism
  52. 52. They may love it, hate it, laugh at it, like it but pretend not to, write mean comments about it, or not even understand it.
  53. 53. But they talk about it
  54. 54. But they talk about it And they share it
  55. 55. “Human beings are far more likely to communicate ideas and information with others when they are emotionally engaged.” -Maki, doshdosh.com
  56. 56. Following a template won't get people talking
  57. 57. Following a template won't get people talking Being different will
  58. 58. If it’s not WTF ...
  59. 59. If it’s not WTF ... It’s DUH!
  60. 60. T hank you
  61. 61. Share this presentation
  62. 62. Please visit NoBrandLikeHome.com Follow me @NoBrandLikeHome

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