award school talk may 17
DESCRIPTION
It may look similar and have many recycled slides but it's all reordered and if you saw the talk had some extra bits of info added around the rambling.Presented at AWARD School on May 17TRANSCRIPT
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THINK DIFFERENT
Ashley Ringrose
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Create a 30k banner (468x60) to advertise this Nike shoe
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Great BrandShitty Brief
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ResultsA bunch of banner concepts?
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THINK DIFFERENT FOR DIGITAL
2010 IS NOTHING LIKE 2008
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THINK OUTSIDE CAMPAIGNS
THINK ABOUT PLATFORMS
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*Insight Stolen from Far Far’s Cannes Workshop
TRADITIONAL ADVERTISING
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DIGITAL ADVERTISING
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INTERACTIVECUSTOMIZABLECONTEXTUALENTERTAININGPLAYABLEUSEFUL*
123456
IS THE IDEA?
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Useful!
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Useful?
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#1 Reason why digital is better
than advertising?
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We don’t have to do advertising
From Iain Tate’s (Poke UK) talk
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Niche
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Super Niche!
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What about a site where people post
photos of crazy sandwiches?
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What about a site where people post photos of stupid
cats?
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What about a site about those
annoying ads on websites?
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#1 reason digital sucks?
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It’s
Complicated
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One Function Website?
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OWNABLE PLATFORM?
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RED BULL’S ADVERTISING?
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PLAY MARKETING?
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FINALFINAL THOUGHT THOUGHT
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WHY ARE AGENCIES WHY ARE AGENCIES (ADVERTISING, DESIGN, MEDIA)(ADVERTISING, DESIGN, MEDIA)
HAVING TROUBLE HAVING TROUBLE DOING DIGITAL WELL?DOING DIGITAL WELL?
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THINK DIFFERENTFOR DIGITAL
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UNDERSTAND PEOPLE,THEN TECHNOLOGY
Mark Pollard, McCann Sydney
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Thank you
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