The document discusses how to create effective advertising by using drama and storytelling techniques. It argues that ads should dramatize the role of the product in people's lives by creating conflict or portraying the product as the solution to a problem. Various media like print, video, ambient and digital are explored as ways to convey drama. Interactive and viral content are mentioned as possibilities for digital drama. The discussion emphasizes that ads should make the brand interface invisible by focusing on insight, value and solving consumer needs rather than just promoting the brand itself. Overall it promotes focusing on creating drama and stories rather than just using digital technology for its own sake.

1. Digital Drama
19.10.2012 / Miroschnichenko Arthur.
Russian Internet Week Copywriter. Hungry Boys

2. From USP to Branding
and back: USP &
unique
Branding business
ideas
Now
Advertising
USP &
Unique
business
ideas 2012
1970
1930
1850 19.10.2012 / Miroschnichenko Arthur.
Russian Internet Week Copywriter. Hungry Boys

3. Creative ad for
not so creative business?
19.10.2012 / Miroschnichenko Arthur.
Russian Internet Week Copywriter. Hungry Boys

4. How to catch the attention?
19.10.2012 / Miroschnichenko Arthur.
Russian Internet Week Copywriter. Hungry Boys

5. Drama
19.10.2012 / Miroschnichenko Arthur.
Russian Internet Week Copywriter. Hungry Boys

6. The base illusion
Insight
Drama
Conflict
19.10.2012 / Miroschnichenko Arthur.
Russian Internet Week Copywriter. Hungry Boys

7. «It’s about me!»
Drama
It’s so interesting!
19.10.2012 / Miroschnichenko Arthur.
Russian Internet Week Copywriter. Hungry Boys

8. To make a good ad
you should dramatize the role of product
in people’s life
Good ad = product + conflict
19.10.2012 / Miroschnichenko Arthur.
Russian Internet Week Copywriter. Hungry Boys

9. But
What does it mean
to make an ad?
19.10.2012 / Miroschnichenko Arthur.
Russian Internet Week Copywriter. Hungry Boys

10. It’s mean to make
a good brand’s interface
19.10.2012 / Miroschnichenko Arthur.
Russian Internet Week Copywriter. Hungry Boys

11. Brand
Consumer
19.10.2012 / Miroschnichenko Arthur.
Interface Russian Internet Week Copywriter. Hungry Boys

12. But we know that
the best interface is no interface!
19.10.2012 / Miroschnichenko Arthur.
Russian Internet Week Copywriter. Hungry Boys

13. The main ad question
How to make the
brand interface
invisiable?
19.10.2012 / Miroschnichenko Arthur.
Russian Internet Week Copywriter. Hungry Boys

14. Real value
Insight value
Brand
Consumer
19.10.2012 / Miroschnichenko Arthur.
Interface Russian Internet Week Copywriter. Hungry Boys

15. Work with Real value Make a service idea
Make a drama! Insight value
a base illusion
Brand
Consumer
19.10.2012 / Miroschnichenko Arthur.
Interface Russian Internet Week Copywriter. Hungry Boys

16. Drama
Literature Print
Advertising TV
Cinema Ambient
Digital
Theatre
19.10.2012 / Miroschnichenko Arthur.
Russian Internet Week Copywriter. Hungry Boys

17. Prints
19.10.2012 / Miroschnichenko Arthur.
Russian Internet Week Copywriter. Hungry Boys

18. BBDO Moscow
Fisherman’s tale

19. AlmapBBDO
San Paulo

20. CLM BBDO
France

21. Drama
Attraction No attraction
Sex, Violence, Conflict, story
catastrophe,
fear, etc. Visual Metaphor 19.10.2012 / Miroschnichenko Arthur.
Russian Internet Week Copywriter. Hungry Boys

22. Video
19.10.2012 / Miroschnichenko Arthur.
Russian Internet Week Copywriter. Hungry Boys

23. Elephant Cairo
http://www.youtube.com/watch?v=X21mJh6j9i4
Egypt

24. Elephant Cairo
http://www.youtube.com/watch?v=7udQSHWpL88 Egypt

25. Ambient / Event / Viral
19.10.2012 / Miroschnichenko Arthur.
Russian Internet Week Copywriter. Hungry Boys

26. Elephant Cairo
http://www.youtube.com/watch?v=316AzLYfAzw
Egypt

27. Digital drama?
19.10.2012 / Miroschnichenko Arthur.
Russian Internet Week Copywriter. Hungry Boys

28. Interactive videos
19.10.2012 / Miroschnichenko Arthur.
Russian Internet Week Copywriter. Hungry Boys

29. 19.10.2012 / Miroschnichenko Arthur.
https://vimeo.com/50786479 Russian Internet Week Copywriter. Hungry Boys
youareblind.com

30. Viral?
19.10.2012 / Miroschnichenko Arthur.
Russian Internet Week Copywriter. Hungry Boys

31. 19.10.2012 / Miroschnichenko Arthur.
Russian Internet Week Copywriter. Hungry Boys
http://www.youtube.com/watch?v=R55e-uHQna0

32. Mobile?
19.10.2012 / Miroschnichenko Arthur.
Russian Internet Week Copywriter. Hungry Boys

33. But at whole...
19.10.2012 / Miroschnichenko Arthur.
Russian Internet Week Copywriter. Hungry Boys

34. Back to reality
19.10.2012 / Miroschnichenko Arthur.
Russian Internet Week Copywriter. Hungry Boys

35. Reality Digital
19.10.2012 / Miroschnichenko Arthur.
Russian Internet Week Copywriter. Hungry Boys

36. Digital
reality
19.10.2012 / Miroschnichenko Arthur.
Russian Internet Week Copywriter. Hungry Boys

37. http://sagmeister.com/welcome

38. Evolution of digital
REALITY
2010 2012
Reality REALITY
Yesterday digital Now it just
simulated the reality demonstrates it.

39. No Digital
19.10.2012 / Miroschnichenko Arthur.
Russian Internet Week Copywriter. Hungry Boys

40. CAR vs PIANO

41. Touch Z-Distance

42. Make drama, not digital.
19.10.2012 / Miroschnichenko Arthur.
Russian Internet Week Copywriter. Hungry Boys

43. About drama:
А. Митта. Кино между адом и раем
С. Эйзенштейн. Монтаж аттракционов
Ю. Арабов. «Введение в кинознание».
Лекция на http://distantlight.tv
19.10.2012 / Miroschnichenko Arthur.
Russian Internet Week Copywriter. Hungry Boys

44. Thank you!
http://www.facebook.com/arthur.miroschnichenko
19.10.2012 / Miroschnichenko Arthur.
Russian Internet Week Copywriter. Hungry Boys