Humanizing Digital Creativity

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The document discusses humanizing digital creativity and brands. It advocates for creating digital content that tells real stories that create visceral reactions, is relatable to audiences, and encourages social sharing. The content should leverage consumer collaboration and make people want to engage with and share brand stories.

Technology Business

Humanizing Digital
Creativity

Noor Ashikin Aziz
Executive Creative Director
Draftfcb Malaysia

http://linkedin.com/in/rudyaziz
Twitter: @drnoor

© 2012 Draftfcb. Do not distribute without prior approval.

Humanized Creativity
“The importance of awareness of self, our ability to gesture
and respond to our surroundings kinesthetically... to empower the
innate essence of expression within us all”

© 2012 Draftfcb. Do not distribute without prior approval.

Humanized Creativity
in the Digital Age
• Real
• Visceral
• Relatable
• Social/Shared
• Collaborative

© 2012 Draftfcb. Do not distribute without prior approval.

Use real people to tell real human stories.
Where once the broadcast mechanics mainstream
media allows for 15 or 30 secs storytelling, Digital
and Social Media has opened up a wider window
for engaging with consumers.

And in a wider, longer, deeper space of
engagement, consumers want real stories.
Or stories made real.

© 2012 Draftfcb. Do not distribute without prior approval.

© 2012 Draftfcb. Do not distribute without prior approval.

In a space where consumers are bombarded
with multitudes of choices, reaction counts.
Reaction creates the desire to want to watch, act
or engage.

A visceral, or larger than life, experience
creates the desire to participate.

© 2012 Draftfcb. Do not distribute without prior approval.

Play Giant Chalkboard Video

© 2012 Draftfcb. Do not distribute without prior approval.

Your message must relate to the audience
you are engaging with.

With digital empowering consumer mobility,
your message have to connect not only
emotionally, but also physically.

Not only must you reach them where they are,
you must also connect to their behaviour
at that point in time.

© 2012 Draftfcb. Do not distribute without prior approval.

Play MusicCity Showcase Video

© 2012 Draftfcb. Do not distribute without prior approval.

Give them a reason, not just the tools,
why they should share. Social sharing buttons
are great but they are worthless without
a reason why.

If you want consumers to act or share things
on your behalf answer “why would I?”

© 2012 Draftfcb. Do not distribute without prior approval.

BMW (Schweiz) AG

Sheer
www.bmw.ch Driving Pleasure

THE FASTEST CHRISTMAS CARD IN THE WORLD. Play Fastest Xmas Card Video

© 2012 Draftfcb. Do not distribute without prior approval.

Consumer content creation is the main
driver of digital and social media. Digital will
not be where it is without content created and
shared by consumers.

In the branded space, leverage on this desire to
take user engagement into deeper more
engaging levels.

Get creative with creating.

© 2012 Draftfcb. Do not distribute without prior approval.

Play TM Urbanscapes Showcase Video

© 2012 Draftfcb. Do not distribute without prior approval.

Humanized Creativity in
the Digital Age

© 2012 Draftfcb. Do not distribute without prior approval.

Humanized Creativity in
the Digital Age
• Is about real or making stories real

© 2012 Draftfcb. Do not distribute without prior approval.

Humanized Creativity in
the Digital Age
• Is about real or making stories real
• Creates a visceral reaction

© 2012 Draftfcb. Do not distribute without prior approval.

Humanized Creativity in
the Digital Age
• Is about real or making stories real
• Creates a visceral reaction
• Relates to the audience

© 2012 Draftfcb. Do not distribute without prior approval.

Humanized Creativity in
the Digital Age
• Is about real or making stories real
• Creates a visceral reaction
• Relates to the audience
• Let the idea be social/shared

© 2012 Draftfcb. Do not distribute without prior approval.

Chuck Hemann, Group Director of Analytics at WCG, presented at Syracuse University's Newhouse School as part of its Global Leaders in Digital and Social Media series. During his talk, Chuck talked about how the communications landscape is changing and how digital marketing analytics is changing to meet the new demand. He highlighted the top 10 trends from his new book -- "Digital Marketing Analytics: Making Sense of Consumer Data in a Digital World."

User ExperienceAhmar Hasan

People have many creative ideas, but only a few of these ideas are realized and lead to innovation. Good ideas often fail because they are not shared between innovators and stakeholders, hence are unlikely to be realized. Consequently, many opportunities are missed to excite customers and to gain a competitive advantage. This paper proposes an innovation process that uses online social networks to lower the hurdle to sharing ideas. The process leverages diffusion effects of social networks while supporting the generation, evaluation, consolidation, and implementation of innovative ideas with lightweight activities. The process is illustrated and discussed using an application example. Although we are focusing on innovation regarding software-intensive systems, we foresee that the discussed process has the potential to be applied to other domains as well.

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Humanizing Digital Creativity

1. Humanizing Digital Creativity Noor Ashikin Aziz Executive Creative Director Draftfcb Malaysia http://linkedin.com/in/rudyaziz Twitter: @drnoor © 2012 Draftfcb. Do not distribute without prior approval.

2. Humanized Creativity “The importance of awareness of self, our ability to gesture and respond to our surroundings kinesthetically... to empower the innate essence of expression within us all” © 2012 Draftfcb. Do not distribute without prior approval.

3. Humanized Creativity “The importance of awareness of self, our ability to gesture and respond to our surroundings kinesthetically... to empower the innate essence of expression within us all” Driven by Technology the Digital Age © 2012 Draftfcb. Do not distribute without prior approval.

9. Humanizing Digital Creativity, A Humanized Brand • Is it believable? • Does it create a reaction? • Is the creativity relatable? • Does is incite sharing and conversation? © 2012 Draftfcb. Do not distribute without prior approval.

10. Humanizing Digital Creativity, A Humanized Brand • Is it believable? • Does it create a reaction? • Is the creativity relatable? • Does is incite sharing and conversation? • Does it make people want to do things? © 2012 Draftfcb. Do not distribute without prior approval.

12. Use real people to tell real human stories. Where once the broadcast mechanics mainstream media allows for 15 or 30 secs storytelling, Digital and Social Media has opened up a wider window for engaging with consumers. And in a wider, longer, deeper space of engagement, consumers want real stories. Or stories made real. © 2012 Draftfcb. Do not distribute without prior approval.

17. In a space where consumers are bombarded with multitudes of choices, reaction counts. Reaction creates the desire to want to watch, act or engage. A visceral, or larger than life, experience creates the desire to participate. © 2012 Draftfcb. Do not distribute without prior approval.

20. Your message must relate to the audience you are engaging with. With digital empowering consumer mobility, your message have to connect not only emotionally, but also physically. Not only must you reach them where they are, you must also connect to their behaviour at that point in time. © 2012 Draftfcb. Do not distribute without prior approval.

23. Give them a reason, not just the tools, why they should share. Social sharing buttons are great but they are worthless without a reason why. If you want consumers to act or share things on your behalf answer “why would I?” © 2012 Draftfcb. Do not distribute without prior approval.

27. Consumer content creation is the main driver of digital and social media. Digital will not be where it is without content created and shared by consumers. In the branded space, leverage on this desire to take user engagement into deeper more engaging levels. Get creative with creating. © 2012 Draftfcb. Do not distribute without prior approval.

34. Humanized Creativity in the Digital Age • Is about real or making stories real • Creates a visceral reaction • Relates to the audience • Let the idea be social/shared © 2012 Draftfcb. Do not distribute without prior approval.

35. Humanized Creativity in the Digital Age • Is about real or making stories real • Creates a visceral reaction • Relates to the audience • Let the idea be social/shared • Is collaborative © 2012 Draftfcb. Do not distribute without prior approval.

36. It’s The Humanized Brand, That Humanizes Digital Noor Ashikin Aziz Executive Creative Director Draftfcb Malaysia http://linkedin.com/in/rudyaziz Twitter: @drnoor © 2012 Draftfcb. Do not distribute without prior approval.

Humanizing Digital Creativity

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