Absolutely superb presentation from Flavio Vidigal (Firstborn) about creativity and working on briefs. Chinese VW cases and especially Intel x Toshiba collaborative campaign are must.

2. — O V
E R
A few words about me
Some usual creative tasks
Seamless integration between
strategy and creative
— O V E R V I E W
—

3. A few
words
about me.
Meat addicted from Brazil, current
Creative Director at Firstborn NY
trying to handle my wife, my guitar an
X-box and possibly a baby at the
same time .
JWT
CUBOCC
G2 Worldwide
BBDO

5. But who cares
about old stuff right?
Lets talk about the present...
...and the future.

6. Some usual
creative tasks.
Tactical Creative
Integrated Campaigns
Long Term Creative Positioning
Transmedia Storytelling

7. A task that have
to be
accomplished.
It’s that type of briefing when the client
needs something specific. Something
they already know what they’re looking
for. It can be a banner, a film, a print
ad, a game...an APP...whatever.
Tactic
al
Creati
ve

8. — Briefing —
Create a series of
casual games
that lives in a hub
and can be used
as media.

9. — Insight —
Despite the intention of being an
extreme sports kinda guy. Our
target audience doesn’t do it for
real.
How can we give them an
experience that embraces that
spirit in digital world?

10. — Concept —
Rexona
Adventure Games

11. Little bit more challenging.
But how can we add even more
flesh into this bone?

12. We mashed up
different extreme
sports in order
to create new ones.

13. — Briefing —
Create an APP
that’s engaging
enough and help
us to build a
behavioral data
base.

14. — Insight —
When it comes to cars stories, who
doesn't remember the Hollywood
productions which caught millions of
hearts since the 80's?
Herbie the Bug, Knight Rider,
Transformers etc.

15. — Concept —
Volkswagen
TalkingCar™
The first application that
gives life to you car.

16. But if your car could talk…
…what would it say?
How would be its personality, behavior and interactions?

24. — Briefing —
Create an
Bandwidth
calculator to
educate
consumers
about their
internet usage.

25. — Insight —
Time Warner Cable had a perception
problem. The brand lacked a human
touch. It was all utility and no heart.
Reconnect Time Warner with its
customers by helping them answer their
most common question: “Why is my
Internet so slow?”

26. A simple bandwidth calculator could’ve
solved this problem, but we wanted to
create something
a bit... friendlier.

27. — Concept —
The
WiFi-Denti-Fier
The first bandwidth
calculator with a
heart.

28. We took the bare bones of a simple
questionnaire and hid them behind
a fun, interactive cartoon family.

29. Meet the Warners

30. TimWarner
— Enjoys —
Battling his brother in viscous
video game grudge matches.

31. JennWarner
— Enjoys —
Weekend-long OnDemand binges
and live-tweeting dating show drama.

32. CalebWarner
— Enjoys —
Flexing along with vintage Arnold
flicks and power-watching UFC
matches.

33. OliviaWarner
— Enjoys —
Alone time with her phone and
expressing herself through emoticons.

34. CaseyWarner
— Enjoys —
Devouring eBooks and micro-managing
multiple online dating profiles.

35. JaxWarner
— Enjoys —
Hosting a weekly comedy podcast and remixing
tracks for his gig as an Internet radio DJ.

36. Our in-house animation
and development teams
created custom
solutions for each user
experience,
guaranteeing that
everything would work
perfectly.

37. t a k e w a y
No matter how boring and
straight forward the briefing
is...
......there’s always a way to push your ideas to a better spot.

38. A concept should
live everywhere.
It's a trendy thing among client,
ask for something that they
could apply in multiple channels.
However, integrated doesn't
mean 360, it can be. But not
necessarily.
Integrate
d
Campaig
ns

39. — Briefing —
An integrated
campaign that
brings the
Think Blue
positioning to
China.

40. — The Challenge —
Volkswagen have globally
announced a new technology
called Blue Motion and want to
claim a ‘EcoFriendly’ territory in
China.

41. Seriously?
A car brand trying
to be ecofriendly?

42. That’s tricky!
But let’s give it a shot.

43. — The Insight —
We've decided to
encourage people of being
more eco-friendly and get
rewarded for
actually...NOT driving.

44. — Concept —
Volkswagen
Blue Check in.

45. In partnership with Foursquare, we
turn all parks, subways, bus
stations and other eco-friendly
locations into a proof that you are
not driving.

46. Just check-in at Blue
Spots when you're
exploring the city to get a
scratch card for special
gifts and badges.

51. Everyone was happy until the
client came up with another
briefing.

52. — Briefing —
Bring the Think
Blue concept to
the Earth Hour.

53. — From the Client —
To contribute with this
important act, Volkswagen will
turn off their thousands of
websites and
replace by a simple black
page with a message to the
world.

54. Oh! Come on!
So Predictable.

55. But how could we know for
sure that people were
really turning off their
lights?

56. — Briefing —
Build a CRM
program to
achieve three
main goals.

57. Get insights
from the
people.
Be seen as
an innovative
brand.
Improve
market share.

58. Volkswagen has always built cars for the
people.
Their brand name in both German and
Chinese literally means the ‘People’s
Car’.

59. Two years ago in China,
Volkswagen was facing an
increased competition and
falling market share.

60. How Volkswagen can become
once again: The People’s Car?

61. Instead of building cars for the
people, Volkswagen would
start building cars with the
people.

62. We called it:
The People’s Car Project

64. No matter how odd, which
shape, color or function. A car
could be anything.

65. Along two years we launched
lots of campaigns around this
main concept.

68. So we started to gradually
bring
some of those ideas to life.

71. Cool, but how did it get a ramp
down? Does Volkswagen
actually built a car?

72. Yeah! But that’s gotta be
another
co-creation project of course.

73. Over 260,000 submissions.
A hundred selected ideas.
Two universities. One Car.

75. t a k e w a y
Sometimes the client think
they have a big idea.
...It’s time to turn that into something even bigger.

76. Planing a
creative road
map.
Many times the client doesn't
know how to implement the
brand's voice from a long term
stand point. It’s our job to say
out and loud what they need to
do.
Long
term
Creative
Positionin
g

77. After the People’s Car Project,
Volkswagen came to us with a big
question.

78. Can Volkswagen be a
more beloved brand
by going beyond
cars?

79. We didn't want to lose
our jobs so we said.
HELL YES!

80. So we brought to the table
a plan for the next 5 years.

82. t a k e w a y
Yes. We can change the
brand’s perception and we
can help them to shape their
future.
But let’s get their hearts first by doing whatever they want us to do.

83. Then I left China for joining
Firstborn here in NY.

84. It’s like a TV
show. But
branded and
multichannel.
Just because you have a concept
working in different mediums and
channels doesn’t mean you have a
storytelling campaign.
Transmedi
a
Storytellin
g

85. Transmedia Storytelling in
short.

86. 1
What's the long term
story we want to tell?
Do we want to show the perfect hero stereotype from the
beginning? Or do we want build up the character and see
him evolving from an ordinary guy to a self-confident
persona grounded in the brand pillars strongly fleshed out
at the end?

87. 2
How can we break in
seasons and
episodes?
Can we create subplots to keep the story
entertaining/engaging sustain the brand awareness
up along the way?

88. 3
How do we think in
ways to connect
multiple channels to tell
our story?
Can we identify where our target
audience are and kick start our story from
there?

89. 4
Does the product
plays a deep role in
our story?
Or is just a secondary element that
helps to create our universe?

90. 5
Do we have
counselors guiding
our characters?

91. 6
How can we actually
bring the audience into
the story?
Would we be able to engage the consumers in
a co-creation process that they can feel proud
of by making our story something even bigger?

92. I hate doing this. But I’m so
jealous of this guys that I've
decided to show their stuff
instead of mine.

93. My friends from Perera O'dell put out
there one of the most impressive
branded entertainment cases that I’ve
ever seen.

94. First they’ve created a
Thriller.

96. Then they came up with a
Drama.

98. Now they did a f*ckn Alien
Comedy.

100. t a k e w a y
You have to build a story that
people would share
spontaneously.
...even if it’s branded.

101. Seamless
integration
between
strategy and
creative
Research drives
the strategy
Strategy generates
Insights
Thought starters
leads to Creative
Creative generates
broader concepts
Broader Concepts drives
the executions

102. Research drives the
strategy

103. Strategy generates
Insights

104. Thought starters leads to
Creative

105. Creative generates broader
concepts

106. Broader Concepts drives the
executions

107. Put all of this into a timeline
that make sense for the client
and.... boom!

108. —THANK YOU.