April 11, 2011

Month of tweets #3

The month of March slid by in a blink of an eye. Let’s take a look back at some of the things I tweeted and retweeted that are worth a second glance…

Cool YouTube takeover for Schick Hydro by JWT Sydney…http://bit.ly/f0Y1rT

  • I’m sure these things cost a bucketload of money. Cool to look at but do they deliver results. Would love to know.

Brands do good… RT @annaloop: Kellog digital campaign: “Photograph your Breakfast & give a meal to a poor Child” http://nyti.ms/eYTkBW

  • After Pepsi Refresh here is another example of a brand using cause marketing to attract more customers.

Looks great RT @fastcompany: Personalized iPad Magazine Zite Learns As You Read, Challenges @Flipboard in the process: http://bit.ly/fSpeyY

  • I’m sure we’ll see more of these as time passes. Is personalisation the way to go or will people want to be surprised by things that maybe were not for them but are new discoveries?

Mercedes-Benz: Transparent Walls – very smart idea…

  • By Ad Agency Jung von Matt in Germany. Love this kind of thing – useful, innovative and clever.

Exciting stuff… RT @fastcompany: Augmented Reality May Be the iPad 2’s Secret Killer App http://bit.ly/h1vgPw

  • People have been bitching about the camera on the back (and front) of the iPad 2. So it won’t replace your camera anytime soon but it could provide some other cool functions.

Adidas All In Projection Mapping in Paris. Very Cool…

  • Will we get bored of seeing this kind of thing? By the looks on the faces of the spectators we might soon be asking when it will be over.

Cool project… RT @Sergethew: Sweet car reveal by Hyundai, mixing light sculpture & interactivity – http://bit.ly/dH5bq5

  • Would love to do a project like this. Inspiring stuff.

If your agency can’t afford to send you to Cannes – find a creative solution… http://bit.ly/f7TlSa

  • The silly season is soon approaching and people are trying to find all sorts of ways to get a ticket to go. Just get a nomination and that might help.

Kraft campaign for Mac & Cheese – best tweets turned into TVCs… http://on.fb.me/eE9jXP

  • They did it once with Old Spice guy. Why waste a good idea on one client?


As usual a little something to end with a smile…

Ashamed to say one is mine 🙁 RT @alleyinsider: The 22 Most Hilarious, Unfortunately Placed Ads Ever by @shontelaylay http://read.bi/eXRioR

March 2, 2011

Month of tweets #2

Spring is on its way (supposedly) and it’s that time when I take a look back at some of my favourite tweets of the month.

Feb 1: All in one place… RT @mariegoupry: RT @kevinjosselin[Compilation] 10 Incredible Interactive YouTube Videoshttp://su.pr/1SJp7w

  • This kind of thing is great for internal training (ass kicking) to get people thinking about new ways to use online video.

Feb 8: Beautiful… RT @ScottSeaborn: Creative Review: Mulberry says it with (digital) flowers: http://bit.ly/gZiy2r

  • There were a lot of dull online campaigns for Valentines (like Barbie and Ken) but this one stood out as being something special…

Feb 9: Fascinating article… RT @frogdesign: The Art of Creating Emotional Attachments to Digital Objects http://bit.ly/gRVlk3

Feb 12: When the readers become writers (or the evolution of advertising creative) – great presentation by @edwardboches http://slidesha.re/etrmXn

  • If you don’t follow Edward Boches then you are missing out. He is Chief Innovation Officer (formerly Chief Creative Officer and Chief Social Media Officer) at Mullen. This is just one of his inspiring presentations…
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Feb 15: Like it… RT @ericphu: Another nice, simple campaign for KLM
  • KLM are using the viral video from really well to spread their message. After their Surprise video this one continues to show how good their service is (shame it isn’t true:)

Feb 22: PHD birthday ad invites marketers to up their game – on Brand Republic http://bit.ly/gsJJui

  • OK, kids don’t really talk like this but the thought is very powerful. Are we going to be ready for these spoilt brats when they become consumers with their own monthly paychecks to blow?


Feb 22: Google Zeitgeist: Great Minds of Our Time – great post on Brainpicker… http://bit.ly/h3INF3

  • If you are looking for some inspiration check out these videos featuring people like Lee Clow, Alex Bogusky and Salman Rushdie

Feb 28: Sweet… RT @adenhepburn: Here is a great use for AR – Ford C-Max Augmented Reality Billboards http://bit.ly/hlDl5i


and finally:

Feb 28: This boy will go far… well to SXSW at least. RT @brunoclement: The World’s Greatest Opportunity http://slidesha.re/i1vRdO

  • How do you get other people to pay for your trip to an expensive industry conference. You just need a smart idea.
February 22, 2011

Innovation & Collaboration

Saneel Radia is Director of Innovation at BBH Labs New York and recently gave this presention to Miami Ad School students in Brooklyn. On the BBH Labs blog he says that “there’s been a clear shift toward digital product development at agencies in recent years and it seems to be the work we respect most of one another if award shows are any indication (and I’m not sure they are)”.
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He goes on to say that what he find most intriguing about the future of product development at agencies “is the intersection with collaboration. I continue to believe that serving as a scaffolding for customers to engage with brands beyond transactions is a huge opportunity for agencies, and that we’ve only scratched the surface thus far”.

February 10, 2011

2011 Digital Marketing Outlook

Great report from the Society of Digital Agencies that ranges from where marketing meets technology to how CMOs and agencies are ushering in the era of integrated marketing communications. It’s an amazing collection of “insights and knowledge sharing from agency, marketing, and academic thought leaders from around the globe”.
The Digital Consumer section shows “the benefits of listening to and engaging online audiences and understanding their comfort with digital intimacy”. The Modern Brand section explores “what we can learn from agile development processes and what the new agency model really looks like”. In the Emerging Technology & Trends section you’ll find an “insider’s view of how close we are to a Minority Report world, where wearable digital technology is not just a fashion trend, and where location-based social networks intersect our physical and virtual identities”.
There is a whole lot more too. Definitely something worth sharing with colleagues and clients.

January 16, 2011

Tag the future

Interesting slideshow from PSFK and Microsoft about the future of mobile tagging. Here they present the key trends in the mobile tagging space and hope to “inspire marketers and their creative agencies about their future use of technologies that include QR codes, barcodes and Microsoft Tags in their branding activity and communication campaigns”.
A few companies (including Google) have tried to capture this new market with their own brand of outdoor tags so it will be interesting to see how the big M make their mark in this domain. As more people carry the kind of phones that can read tags we can imagine many campaigns being able to offer incentives or create a new way to interact with brands. The opportunities are huge and it’s definitely an area that is worth exploring.

December 28, 2010

The digital year ahead

The end of a year is always a time when people look backwards but mostly when digital trend watchers look forwards to the coming year.

It seems like for the past 10 years everyone has been saying that the coming 12 months will finally be the year of the mobile. Everything seems to point this being true in 2011 but in ways that nobody expected. It isn’t just about phones any more but now the tablet is allowing people to stay connected away from the PC like never before. Expect to see a whole selection of new products appear at the Consumer Electronics Show in January that will allow people to connect wherever they are – with each other and with brands.

What does this mean for the world of advertising? Location-based marketing will grow even more in 2011 according to Jesse Thomas in a recent article on Mashable.We are moving from people “checking in” to impress their friends to more retailers giving special offers to those people who drop in regularly. This is leading to a whole new way to drive traffic to stores and gives marketers a powerful tool to reward visits.

Meanwhile, it is predicted that Augmented Reality on smartphones will go mainstream. In this article in the New York Times, Nick Bilton explains how this technology has moved from being a geeky gimmick to a truly useful tool. It’s not just about looking through your phone screen to reveal hidden information or seeing yourself with a virtual girlfriend. People are now at home watching TV and augmenting the experience with additional content on their phones or tablets. In the case of ABC TV network app where the tablet listens to the audio of the TV show and is able to display relevant information at key moments in the program.

Social media is not going away in 2011 and many are predicting that it will grow even stronger as a marketing tool. In the Harvard Business Review David Armano presents six trends, for me the most interesting of which is the move to a more open social experience where campaigns cross boundaries between various social networks. This comes from the reality that people don’t stick to one social platform but dip their toes in many different ponds.

Now that I’m based in China it’s interesting to see how they fit into this picture. The country may have come late to the digital marketing party but is fast catching up. With our own social networks, location-based tools and microblogging services – not to mention the explosion of digital devices in the hands of the consumer – China is poised to impress the world with some amazingly creative and effective examples of 21st century advertising. The sheer numbers of online customers and their passion for all things new makes China a wonderland for switched-on marketers. While viral videos still seem to be the most popular online medium for brands we will hopefully see more active forms of participation through the smart use of mobile while more campaigns will become social-centric allowing increased participation.

As this digital decade ends and another begins we can look to the One Club to remind us of the best digital campaigns of the past 10 years. From a Subservient Chicken to Nike shoes that talked to your iPod, through to an online video that literally changed the face of advertising and gave us the word “viral”… enjoy some of the best work that will no doubt appear like ancient relics 10 years from now. Yet their ideas will still stand strong even if technology moves on. Creativity never gets old.

December 1, 2010

Week of tweets #21

My Twitter follower count recently broke through the 1000 barrier (I know Ashton, nowhere near yours). To celebrate here is another “best of” from my most recent tweets…

Small wonder! RT @glueisobar: What a brilliant piece of design!! i3DG: a mobile 3D exhibition. http://bit.ly/aOPECI

  • Just love it when you take an idea from times past and update it for the digital age. This would be great for McDonald’s Happy Meals.

Wise words. RT @MrJonath: “Digital may be everyday but it’s not effortless” – Iain Tait in New Media Age http://bit.ly/aNOcqE

  • Iain Tait is going to be my next featured digital hero in this blog but in the meanwhile he defends the value of digital specialists in this article. We might live in a post-digital age where technology is every day, but (as Iain says) “to deny there’s an art and a specific skillset required to produce and execute great digital products or advertising is a huge, epic, ostrich-like mistake.

Love it! RT @intersphere: Major Oops. Publicis’ Hacked Twitter Video Is a Lesson on Inoculating Your Brand Against Satire http://ow.ly/3bZTN

Sweet idea – unless you’re a tree. RT @BLOGILVYdotNL: When Facebook becomes a book http://bit.ly/ds4bFk

  • Developed by Perfect Fools for DDB Paris, from an original idea by Siavosh Zabeti and Alexander Kalchev. Bouygues Telecom asked them for an idea to launch their Facebook platform. Something that would “go beyond using your profile picture in a funny way, or pranking your friends with a small joke”. They took a look at the way people use Facebook and “found that even though we use the social networking site everyday, we forget our favorite moments we share online”. So they created an app that could change that, and keep your Facebook in book form.

More Kinect goodness… RT @mariegoupry: Xbox Kinect Launch – Interactive Art Installation in Munichhttp://bit.ly/f7zgJT

  • I am always amazed how quickly new technology gets hacked and repurposed. You can find loads of incredible Kinect rehashes online now. They’ve also sold a bucketload of the devices. Which is more can be said for their Windows 7 phones.

The new new media? Richard Branson announces Virgin’s magazine for iPad – in the Guardian UK http://bit.ly/fCwDVA

  • Forget the arms race. Now it is the tablet war with rival media moguls battling it out for our touch screen devices.

And finally, a big bucket of cold water from my good friend and colleague Eric Phu

Reality check… RT @intersphere: View From the Consumer |http://bit.ly/ijfHyG by @ericphu

  • Here’s a sample : I will not jump through your hoops, so don’t even bother asking. If you want me to participate, you better keep things simple.I don’t want to create a custom video, or spend 20 minutes interacting with blatant advertising. I don’t even want to watch a two-minute video intro, or click through 10 pages to get to a point.
November 17, 2010

Asia Pacific Winners

Last night I attended the Campaign Asia Digital Media Awards gala presentation in Beijing and there were some great winners from agencies across the region. One of the night’s big winners was Colenso BBDO / AIM Proximity of New Zealand who won the platinum award for best overall campaign for Yellow Chocolate. This amazing project for Yellow Pages also won a gold at Cannes and demonstrates a new way of thinking within agencies. These are the same people who brought us the Best Job in the World. Talking to the team afterwards they were telling me how that campaign and this one for Yellow Pages has completely transformed their agency. Now they approach projects in a completely new way compared to more traditional agencies. All the key people have an equal place at the table from the start where they develop the core idea that answers the client’s challenge. Then the campaign is built around the idea using whichever media is right for that audience. Sounds easy but few agencies work this way.

There must be something in the water in New Zealand (literally in this case) as there were other great winners such Tribal DDB with Live Rescue. To demonstrate the huge task the NZ Coastguard has finding vessels lost at sea, they capsized a boat, stranded 4 people in the ocean, and challenged New Zealand to find them, and save them, in a live-rescue event. Real-time ads drove people online to a search plane simulator to the race against the clock to find the missing boaties. GPS on the boat fed its location into the simulator, which also updated according to current weather conditions and the fading light. Volunteers soon realised they were faced with a hopeless situation, a feeling all too familiar to the Coastguard.

Moving a little further north we had a gold winner from Leo Burnett Sydney for best use of social media. Canon Photochains was developed to promote the Canon EOS DSLR camera range. It won a handful of awards at Cannes International Advertising Festival. The campaign used national television, print and online advertising to invite photographers of all skill levels to upload photographs to a chain started by Canon on the World of EOS website. Once online, people could also start their own photochains, or join those created by others.

OgilvyOne/Neo@Ogilvy Singapore won gold in the retail category for their Nike Trackball concept. Their brief was to “create something as unique and original as the new Nike CTR360 football boot that was to hit the shelves”. They created an interactive in-store experience where ball control and product knowledge of the Nike CTR360 was “both seamless and seductive”.

A special mention has to go to Amanda King, president of Tribal DDB Asia-Pacific, who was named Digital Agency Head of the Year.

Check out the full list of winners here.

November 14, 2010

Week (or a month rather) of tweets #20

OK, I have a good excuse for not updating my blog with the best of my recent tweets. I did move to China which to be honest does sound as bad as “the dog ate my homework”. It does give me a lot of tweets to choose from so hopefully this summary will be a good one…

Wow RT @brainpicker: A highly unusual yet utterly inspirational move – #TED awards annual $100K prize to street artist JR http://is.gd/g9hjG

  • Yes, this isn’t very digital but it really is inspired me to see how someone can use his creative skills to say something meaningful.

Clever idea… NYTimes: Ads That Let You Check In at Your Favorite Billboard http://nyti.ms/bIGZLM

  • We are seeing more and more examples of physical and digital coming together whether it’s Facebook or Foursquare appearing on billboards. Ultimately it’s all about one seamless user experience.

Art for the app generation… RT @intersphere: Augmented reality artwork invades the MOMA in NYC

  • Yes they look stupid but it is art after all.

Great article…RT @thisismolotov: Turning Branded Contests Into Branded Content http://bit.ly/9f3vjr

  • Some really great examples in this blog post from Mitch Joel. He says “Social Media does many cool and interesting things when it comes to content, but it’s also an incredible driver for contests. This often forgotten medium is in desperate need of rejuvenation, and all of the moving parts are now available through both online and mobile channels to make it happen”. As someone who started his career doing promotional campaigns I love to see examples of branded contests that really engage people online, via mobile etc.

Game on… RT @GaryPHayes: Urban Gaming – Augmented Reality Style « The Future Digital Life

More Muji magic with a range of iPad apps – check them out – http://bit.ly/a1XrLo via @chloalo

  • When a brand like Muji applies its design philosophy to a range of branded apps for the iPad you can only expect something wonderful. Click here to see the whole range.

Media surfaces: Incidental Media… Fascinating ideas from Dentsu & Berg. http://bit.ly/9xhWUM

  • This is “the first of two video sketches illustrating some of the ideas and principles behind Dentsu London’s communications strategy Making Future Magic”

Cool! RT @edwardboches: The art of social media: Goodby, Silverstein idea for the Dali Museum in St. Petersburghttp://bit.ly/9ZUaKi

  • Some amazing examples of how museums and galleries are harnessing “new media” to attract people to visit more and to deliver a fresh experience. Just love the Hipstamatic Dali concept.

Incredible project – check the making of… RT @nickburcher: Ralph Lauren 4D Projection London, New Bond Streethttp://bit.ly/bO4uMO

  • We are seeing more and more 3D projection mapping projects these days from buildings to cars and shoes. But this making-of video shows how ambitious and complex some of these projects are becoming. Amazing result too.

and just to end with a smile…. or a grimace:

Finally, something more annoying than mime artists 🙂 Watch out for another T-Mobile flash mob http://youtu.be/NB3NPNM4xgo

November 11, 2010

Balloonacy lifts off again

A couple of years ago Poke London launched a hugely successful game for Orange where people raced virtual balloons across the internet. In 2008, there were over 40,000 people jumping between over 2,000 websites to win prizes. Now Balloonacy has gone global. It has also become a lot more social too and incorporates many new techniques that were not around last time – such as iPhone apps.

It’s a great concept that mixes casual gaming with social surfing… all helping the Orange brand appear more entertaining and adding value to people’s lives. Head on over to join the fun. www.playballoonacy.com