welcome to the world's biggest creative department

Toru FujiiSenior Creative Director ADK Tokyo

Global Insights & Innovation Director at eYeka

Joël Céré

Rob SherlockCreative Innovation AdviserFormer Global Creative Director for DraftFCB

The world’s biggest creative department.

“Co-creation”

270.000Consumer Creatorsfrom 154 countries

“Crowdsourced solutions”

-creative contents-product development-business design

Who Moved My Job?

CREATIVE CONTENT

“SHOW US YOUR INSPIRATION”

“Coca-Cola as an energizing refreshment. ”

Coke bottle

“Never be powerless with Duracell Powermat ”

Take charge

“Magical and surprising things happening inside a TOSHIBA 4K TV”

Chef

TOSHIBA- Consumer’s Ideas reveal their insights.

- Selected ideas utilized as branded contents.

- Crowdsourcing nurtures agency’s creativity.

PRODUCT DEVELOPMENT

“SHOW US YOUR DREAM”

- Smartphone in 2020

- Invent a “Social Beer”

- The Future of Detergents

- Make the 10 Arabic numerals

- Humans-Animals connection

FUTURE PROJECT

“Design a future smartphone that changes our lives again in 2020”

FUTURE PROJECT

- Consumers think ahead of companies.

- Product ideas attract wide range of clients.

- Crowdsourcing ignites agency’s capability.

Welcome to the world’s biggest

creative playground!

eYeka delivers fresh ideas & content via creative competitions

90%Spectators

9% Curators

Creators1%

Amplify

Curate

Ideate

the 1/9/90 rule - Forrester Research

Only the 1% is able to ideate

275,000 creators, 154 countries: Good ideas have no borders

1.2 Million Views42% Over-Delivery.

NiwinaSingapore

Antoine Peigner,Digital Hub head

KLM

eYeka is democratizing creativity!

Leading brands are increasing their ROI with eYeka

As part of its multi-brands communication platform “Dirt Is Good”, Unilever was looking to

convince mums in the Philippines that letting their children get dirty

was a good way to foster their personal development.

How to convince them

with a strong story?

Unilever Dirt Is Good• Creative Concepts

• ROI

5 weeks, 88 entries, 29 countries

Breeze Active Bleach TVCPhilippines 2012

A mother encourages her son to fully enjoy a football game by dirtying his brand new, spotless football shoes. “Binyagan na yan!” - literally means “baptizing the shoes” or breaking them so they are ready to work.

How do we express our global brand campaign “live brilliant” with fresh

creative expressions that show that a car can

create special experiences beyond

transportation?

5 weeks, 233 entries

31 contests joined21 entries accepted

Won 2 contests

#1oceanomare

Creative writing Graphic design Animationmilano, Italy

*This ad was inspired by ideas that consumers shared for the Hyundai co-creation contest at eYeka.

Results: Campaign 2013 - 2014

*This ad was inspired by ideas that consumers shared for the Hyundai co-creation contest at eYeka.

Results: Campaign 2013 - 2014

How do we create buzz online across Asia to let a

young, tech-savvy audience know of our best-in-class one-stop mobile travel service?

4 weeks, 23 entries from 15 countries

70 contests joined12 entries accepted

Won 1 contest

niwinaVideo Animation

Singapore

Campaign: 23/10/13 to 8/1/14

• 1,241,703 views

• 15,983 engagement (2.35%)

Likes, comments on social communities

• 80% retention rate

View till the end of the video – average is 60%

• 42% over-delivery

Total views v. bought

• 25,000,000 OTS

EffectivenessDiversityEfficiency

A simple guide for creative leaders in the brave new world of co-creation.

Understand it’s the perfect imperfect.

Know that bad ideas can come from anywhere.

Realize that single source creative solutions are becoming redundant.

Understand who ‘they’ are and why they do it

Embrace the perfect answer for the need for speed.

Look at the bigger picture.

Consider the notion of an idea factory vs. a creative department.

Be part of the inevitability of innovation in the co-creation arena.

Know that curation is everything in co-creation.

Embrace the fanaticism of the fanatics.

Become the leader of the benevolent dictatorship.

Rest assured not everything is meant to be co-created.

Keep up with your client’s insatiable need for content.

Don’t ask too much of your crowd.

Realize co-creation is both a creative imperative and a commercial reality.

Crowdsourcing is overtaking research… in research.

Passive co-creation has a huge future.

Once you’ve got it, use it.