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  1. 1. WELCOME
  2. 2. WORK TO ASPIRE TO
  3. 3. OUTDOOR
  4. 4. Deadline Express Couriers
  5. 6. James Ready
  6. 8. Financial Times
  7. 10. Net Bank
  8. 13. McDonalds
  9. 15. GUERILLA
  10. 16. Axe
  11. 18. PRESS
  12. 19. Canadian Club
  13. 23. Volkswagen
  14. 25. FILM
  15. 26. Old Spice
  16. 27.
    • http://www.youtube.com/watch?v=owGykVbfgUE
  17. 28. match.com
  18. 29.
    • http://www.youtube.com/watch?v=-z4aguu4Ex0
  19. 30. Phillips
  20. 31.
    • http://www.youtube.com/watch?v=lQ3D4CqHbJM
  21. 32. Beginning of Best Short Film2010 Oscar winner
  22. 33.
    • http://www.youtube.com/watch?v=p10UE3O8s24&feature=related
  23. 34. MEDIA-NEUTRAL
  24. 35. Tourism Queensland
  25. 37. Optus
  26. 38.
    • http://64.13.249.109/award/whalesong/
  27. 39. Ikea
  28. 40.
    • http://demo.fb.se/e/ikea/facebook_showroom/
  29. 41. Tele2
  30. 42.
    • http://demo.fb.se/e/tele2/mobile-internet-live/
  31. 43. HBO
  32. 44.
    • http://www.hboimagine.com/
  33. 45. Learnings fromGolden Drum 2009
  34. 46.
    • One of the main things I remember from our meeting in Portoroz was that most of us felt that we are weak in craft.
  35. 47.
    • So until we improve in this area,
    • like so many other agencies demonstrated at Golden Drum
  36. 48.
    • instead of lamenting our limitations,
    • I suggest that we embrace them.
  37. 49.
    • Because great ideas are not craft-dependent
  38. 50.
    • theyre idea-dependent.
  39. 51.
    • If we have a strong idea,
    • all sorts of executional options are open to us.
  40. 52.
    • We can use stock photos.
  41. 55.
    • We can shoot rudimentary photos.
  42. 57.
    • We can draw simple illustrations.
  43. 61.
    • We can draw slightly less simple illustrations.
  44. 63.
    • Or we can hire a professional illustratorto draw complicated illustrations.
  45. 67.
    • We can make the medium the idea.
  46. 69.
    • We can extend an idea beyond its medium.
  47. 72.
    • We can even create a new medium.
  48. 74.
    • We dont need elaborate sets, fancy locations or extensive post-production.
  49. 76.
    • We dont need to cast more than one person.
  50. 78.
    • We dont need to worry whether our cultures will be understood.
  51. 80.
    • We certainly dont need to scam.
    • Because the majority of the work I am showing you here is real.
  52. 81.
    • And we dont have any valid excuses,
    • because award-worthy communication is being already produced for
  53. 82.
    • P&G
  54. 84.
    • and Unilever.
  55. 86. OBSERVATIONS
  56. 87.
    • As a jury, we decided it was not our job to be policemen.
    • We agreed that work should have been properly screened before it was exposed to us.
    • But if an entry screamed SCAM, we threw it out.
  57. 88.
    • As always, the best ideas stood out.
    • Most of them were either:
    • a fresh articulation of an existing insight (Max Factor: Look into my eyes)
    • offered a new, pertinent insight(BETA: Adopt a dog).
    • and/or struck an emotional chord(Pert: Stop the Suffering; Munich Treaty)
  58. 89.
    • Unfortunately, some regurgitated ideas won.
  59. 91.
    • Fortunately, some were exposed.
  60. 94.
    • Poor execution did not prevent an idea from winning.
    • It simply prevented it from winning big.
  61. 96.
    • Press is press.
    • Outdoor is outdoor.
    • Many agencies are still entering their press campaigns in the outdoor competition.
    • If work was not truly outdoor, we did not award it.
  62. 97.
    • What wins at Cannes will win at other award shows, too.
    • So dont focus on Golden Drum, focus on Cannes.
  63. 98.
    • Focus on a less competitive category.
    • The radio category had only 51 entries.
  64. 99.
    • If youre searching for new creative talent, look no further than the Piran Poster contest.
    • Youll get to see how young creatives perform on a real brief with a level playing field.
  65. 100.
    • Certain networks are obviously much better organized and geared towards winning awards than others (LB in particular).
    • Also, agencies in countries outside of Europe, such as Lebanon, Turkey and Israel, are performing much better than the European ones.
  66. 101.
    • It only takesONEbrilliant idea to stand out.
  67. 102.
    • MY ADVICE:
    • Focus on just ONE paying client
    • and
    • ONE pro bono client
  68. 103. LOWE & PARTNERSROMANIA(Our best work)
  69. 104. ACTIVATION
  70. 105. Delikat Guess Whos Coming To Dinner
  71. 113. J&J Baby24 Hour Mom
  72. 114.
    • Creative Rationale
      • Every mother cares for her baby non stop, 24h a day, 7 days a week.
      • Johnsons baby helps provide around-the-clock solutions for baby caring, for different moments of the day.
  73. 115.
    • Creative Idea
      • Reward Johnsons Baby moms through a contest, reassuring them in their choice, and reminding them that our products are helping them throughout the entire day.
      • The objective is to have mothers create positive word of mouth concerning their experience with the brand.
  74. 116.
    • Johnsons Baby supports moms around the clock
  75. 117.
    • Contest mechanism
    • Are you a 24h mom? Tell us your story and win!
    • We create the24hmom.rowebsite, where moms can upload pictures and tell all about their favorite moment of the day when theyinteract withtheir baby andJohnsons babyproducts (products must be in the picture).
  76. 118.
    • The3 storiesthat receive the most votes will receive appealing prizes such as aqua gym subscriptions or 1-year supply of products.
    • The3 storieswill be used as testimonials. We will PR their image as hero moms that survived throughout each day with the help of Johnsons baby products.
  77. 119.
    • Program promotion:
      • In store materials
      • TV tag
      • Internet
      • Press testimonials
  78. 120. In store: Shelf talker
  79. 121. In store - Neck hanger
  80. 122. In store - Neck hanger
  81. 123. TV tag
  82. 125. Website
  83. 126.
    • Bath time stories
  84. 127.
    • Nappy change time stories
  85. 128.
    • Bed time stories
  86. 129. Presstestimonials
  87. 132. Rexona for Women Puts You in the Spotlight
  88. 136. B uzz
    • We createbuzzwith our Black puts you in the spotlight key visual. In major cities throughout the country, with actual spotlights, we will project our key visual and slogan up into the sky, onto the sides of major buildings, and onto walls. Indoors, we will project it onto floors and ceilings.
  89. 140. Reveal
    • The same spotlights will project ourKVindoors and outdoors, but now branded with the Rexona logo and a CTA website: www.rochianeagra.ro
  90. 142. Reveal
    • A major Catwalk flashmob will take place somewhere in central Bucharest. We will alert the media beforehand and upload the event onto youtube, for maximum exposure and viral impact
    • Beautiful women dressed in black dresses will step out of limousines, and a black catwalk will be instantly laid down for them to strut their stuff
  91. 144. Reveal
    • Afterwards they will hand out fliers to women with instructions to buy Rexona Crystal then log onto our website to have the chance to win 1 of 5 iconic dresses and other great black fashion accessories
    • Smaller Catwalk flash mobswillalso appear in high traffic locations in different cities over the coming days
  92. 146. Reveal
    • At POS, we will have black carpet floor stickers leading to the Rexona shelf. There will be spotlights on the floor, shelf strips and shelf talkers.
  93. 149. Reveal
    • Partnerships with clothes shops - each black garment will carry a hanger label
  94. 151. Reveal
    • Several copies of the dresses will be made so that we can put them on display in different places at the same time. These display locations can include major malls, city/town squares, even central metro stations.
  95. 153. Reveal
    • ATL components
    • TV
    • Press
    • OOH
  96. 158. DIRECT
  97. 159. Bayer (Rennie)Gas Notice
  98. 161. Unilever (Axe) Ruler
  99. 163. TRAINING TIPS
  100. 164. RULES
  101. 165.
    • 1) Say