Download to read offline
Uploaded byKieran Antill
Art for Ads' Sake Mumbrella360 2017
The document discusses the intersection of art and advertising, emphasizing how art attributes can enhance the effectiveness of ads in a crowded media landscape. It argues that originality and emotional authenticity are crucial for creating impactful advertisements, and encourages experimentation in the creative process. The presentation concludes with three key takeaways: infuse ads with art attributes, prioritize originality, and be open to trial and error.
Art for Ads' Sake Mumbrella360 2017
- 1. ART FOR ADS SAKE K I ER A N A N T I L L + P E T E R D R E W EXEC. CREATIVE DIRECTOR JWT MELBOURNE ARTIST ‘REAL AUSTRALIANS SAY WELCOME’
- 2. This talk isabout connecting art + commerce, ultimately we are talking about effectiveness.
- 3.
- 4.
- 6. Artists are theoriginal marketers. Creators of stories, symbols of power and desirability.
- 7. GREAT PYRAMID OFGIZA
- 8.
- 9.
- 10. FYI All of theseartists would have been a hit on the internet.
- 11.
- 12.
- 13.
- 14. NEW YORK ‘ALLIONDANCERS’
- 15. OFF BROADWAY PLAY ‘8MILLION PROTAGONISTS’ FOR THE VILLAGE VOICE
- 16. ART INSTALLATION ‘ALPHABET OFTODAY’ CANNES FESTIVAL
- 17. PHILANTHROPIC MUSIC LAUNCH WITHDAVID GUETTA AND WOOD KID UNITED NATIONS WORLD HUMANITARIAN DAY
- 18. GALLERY OF 5000IMAGES ‘EOS PHOTO 5’ CANON AUSTRALIA
- 19. VOTE EARTH WITHARTIST SHEPARD FAIREY ‘EARTH HOUR 2009’ WWF
- 20.
- 21. MUSIC VIDEO ‘SPACE MONKEY’WWF WITH BEN LEE
- 22. MELBOURNE QUEER FILMFESTIVAL ‘TO RUSSIA WITH LOVE’ RUSSIAN POSTERS IN MELBOURNE
- 23. ART | ADS TH E S T E R E O T Y P I C A L D I F F E R E N C E
- 24. T H ES T E R E O T Y P I C A L D I F F E R E N C E ART | ADS
- 25. T H ES T E R E O T Y P I C A L D I F F E R E N C E ART | ADS
- 26. T H ES T E R E O T Y P I C A L D I F F E R E N C E ART | ADS
- 27. T H ES T E R E O T Y P I C A L D I F F E R E N C E ART | ADS
- 28. T H ES T E R E O T Y P I C A L D I F F E R E N C E ART | ADS
- 29. T H ES T E R E O T Y P I C A L D I F F E R E N C E ART | ADS
- 30. T H ES T E R E O T Y P I C A L D I F F E R E N C E ART | ADS
- 31. T H ES T E R E O T Y P I C A L D I F F E R E N C E ART | ADS
- 32. T H ES T E R E O T Y P I C A L D I F F E R E N C E ART | ADS
- 33. T H ES T E R E O T Y P I C A L D I F F E R E N C E ART | ADS
- 34. T H ES T E R E O T Y P I C A L D I F F E R E N C E ART | ADS
- 35. T H ES T E R E O T Y P I C A L D I F F E R E N C E ART | ADS
- 36. T H ES T E R E O T Y P I C A L D I F F E R E N C E ART | ADS
- 37. T H ES T E R E O T Y P I C A L D I F F E R E N C E ART | ADS
- 38. T H ES T E R E O T Y P I C A L D I F F E R E N C E ART | ADS
- 39. T H ES T E R E O T Y P I C A L D I F F E R E N C E ART | ADS
- 40. T H ES T E R E O T Y P I C A L D I F F E R E N C E ART | ADS
- 41. T H ES T E R E O T Y P I C A L D I F F E R E N C E ART | ADS
- 42. ART | ADS TH E S T E R E O T Y P I C A L D I F F E R E N C E
- 43. T H ES T E R E O T Y P I C A L D I F F E R E N C E ART | ADS
- 44. T H ES T E R E O T Y P I C A L D I F F E R E N C E ART | ADS
- 45. T H ES T E R E O T Y P I C A L D I F F E R E N C E ART | ADS
- 46. WHAT DO YOUTHINK IS MORE POPULAR ON THE INTERNET?
- 47. T H EA T T R I B U T E S O F A R T A bespoke, raw, authentic emotional and very real thing - not made for money but made from inspiration.
- 48.
- 49. Something for themasses that is scripted with researched information. Presented by fake people in a shallow storyline with a big budget. T H E A T T R I B U T E S O F A D S
- 50. But great adsare not so easily categorized, they blur the lines between art, entertainment & commerce.
- 52.
- 53. FOUR KEY REASONS YOURADS NEED TO HAVE MORE ART ATTRIBUTES
- 54.
- 55. Ads are everywherebut ultimately they only sit at the gates to other content or are peripheral decorations, many of which people can easily navigate around or ignore.
- 56. You need peopleto want to own your ad.
- 57. You need peopleto want to own your ad.
- 58.
- 59.
- 60. Today you haveto do more with less but if you give people something powerful to share they will.
- 61. Today you haveto do more with less but if you give people something powerful to share they will.
- 62.
- 63.
- 64. When products becomecommoditized the originality of a brands expression is the only real difference.
- 65.
- 66. 79% ACCESS INTERNETDAILY * FACEBOOK 93%(THIS YEAR) LINKEDIN 28%(THIS YEAR) INSTAGRAM 26%(THIS YEAR) PINTEREST 17%(THIS YEAR) TWITTER 17%(THIS YEAR) GOOGLE+ 23%(THIS YEAR) 16 STREAMING MUSIC SERVICES AND THE INTERNET IS NOW REPORTED AS THE FIRST PREFERENCE FOR ENTERTAINMENT * ( A U S T R A L I A S E N S I S S O C I A L M E D I A R E P O R T M A Y 2 0 1 5 )
- 67. 79% ACCESS INTERNETDAILY * FACEBOOK 93%(THIS YEAR) LINKEDIN 28%(THIS YEAR) INSTAGRAM 26%(THIS YEAR) PINTEREST 17%(THIS YEAR) TWITTER 17%(THIS YEAR) GOOGLE+ 23%(THIS YEAR) 16 STREAMING MUSIC SERVICES AND THE INTERNET IS NOW REPORTED AS THE FIRST PREFERENCE FOR ENTERTAINMENT * ( A U S T R A L I A S E N S I S S O C I A L M E D I A R E P O R T M A Y 2 0 1 5 )
- 68. ARTY AS FAAAARC ADDY AS FAAAARC C R EA T I V E A G E N C Y S P E C T R U M
- 69. ARTY AS FAAAARC ADDY AS FAAAARC C R EA T I V E A G E N C Y S P E C T R U M
- 70. ARTY AS FAAAARC ADDY AS FAAAARC C R EA T I V E A G E N C Y S P E C T R U M
- 71. Here’s a muchsimpler way of thinking about the difference.
- 72. ART ADS T H EO N L Y D I F F E R E N C E B E T W E E N A R T A N D A D S I S T H E I N T E N T
- 73. ART ADS T H EO N L Y D I F F E R E N C E B E T W E E N A R T A N D A D S I S T H E I N T E N T
- 74. ART ADS T H EO N L Y D I F F E R E N C E B E T W E E N A R T A N D A D S I S T H E I N T E N T
- 75.
- 76. HAROLD EDGERTON 1957 ‘MILKDROP CORONET’
- 77. HAROLD EDGERTON ENGINEER ORARTIST? In his lab at MIT, Edgerton found art in the millisecond and changed everything.
- 78. HAROLD EDGERTON ENGINEER ORARTIST?
- 79. DOVIMA WITH ELEPHANTS1955 DIOR RICHARD AVEDON
- 80. The image thatblurred the line between commercial fashion photography and art. DOVIMA WITH ELEPHANTS 1955 DIOR FOR HARPER’S BAZAAR RICHARD AVEDON
- 81.
- 82.
- 83. When Philippe Halsmanapplied a surrealists mind he changed portrait photography forever. PHILIPPE HALSMAN
- 84. When Philippe Halsmanapplied a surrealists mind he changed portrait photography forever. PHILIPPE HALSMAN
- 85.
- 86.
- 88.
- 90. THE SYDNEY COKESIGN
- 92.
- 93.
- 94. Re-tweeted over 3million times, more than any other photo in history. OSCARS 2014 SELFIE BRADLEY COOPER
- 96. ARTIST JR ‘WOMEN AREHEROES’
- 97. ARTIST JR ‘FACE 2FACE’
- 98.
- 99.
- 100. ARTIST JR While hiswork is mostly paper and glue, we should consider JR one of the great image makers of the digital age.
- 102. PRADA MARFA 2005 ARTISTS:ELMGREEN AND DRAGSET
- 103. A “pop architecturalland art project” situated 2.3 km northwest of Valentine, Texas. PRADA MARFA 2005 ARTISTS: ELMGREEN AND DRAGSET
- 105.
- 106.
- 107. ‘PROJECT GRAHAM’ TRANSPORT ACCIDENTCOMMISSION THE ONLY PERSON DESIGNED TO SURVIVE ON OUR ROADS
- 109. ART COLLECTIVE: INDECLINE ‘THEEMPEROR HAS NO BALLS’
- 110. Erected New YorkCity, San Francisco, Los Angeles, Cleveland, and Seattle - seen all over the world. ART COLLECTIVE: INDECLINE ‘THE EMPEROR HAS NO BALLS’
- 112.
- 113. ARTIST PETER DREW PeterDrew is one of the most powerful image makers in Australia today with a very clear mission: To re-brand Australia
- 129.
- 130. 1. Make adswith art attributes. Great symbols, stories and desires are at the intersection of art and ads.
- 131. 1. Make adswith art attributes. Great symbols, stories and desires are at the intersection of art and ads. 2. Originality wins. If you are using stock or making ads that look like stock you are not making anything that will cut through.
- 132. 1. Make adswith art attributes. Great symbols, stories and desires are at the intersection of art and ads. 2. Originality wins. If you are using stock or making ads that look like stock you are not making anything that will cut through. 3. Experiment. Greatness can’t be guaranteed so plan for some trial and error in the making process - make more than you use.
- 133. DOWN LOAD THISPRESENTATION AT www.slideshare.net/secret/BHdFyBZ6v1n0dR K I E R A N A N T I L L + P E T E R D R E W EXEC. CREATIVE DIRECTOR JWT MELBOURNE ARTIST ‘REAL AUSTRALIANS SAY WELCOME’