MAKE BETTER VIDEOS.

2012.01.25

@RAHULSABNIS EXECUTIVE CREATIVE DIRECTOR EURO RSCG WORLDWIDE – NEW YORK

@CLIOAWARDS

WHY DO WE MAKE AWARD VIDEOS?

BECAUSE EXECUTIONS REDUCE BIG IDEAS TO TACTICS.

BECAUSE MODERN CAMPAIGNS ARE COMPLICATED.

BECAUSE YOU’RE NOT THERE TO DEFEND THE WORK.

THE REAL REASON WE MAKE VIDEOS:

TO WIN.

FOR BRAGGING RIGHTS

BECAUSE AWARDS ARE THE ONLY PERMANENT THING IN OUR INDUSTRY

WHO’S THE AUDIENCE?

JUDGES

THEY’RE BUSY, SMART…

CREATIVE,

YOU.

AND THEY WILL SEE MORE WORK IN THREE DAYS THAN YOU WILL IN AN ENTIRE YEAR.

JUDGING MATH:

300 VIDEOS X 5:00 EACH =

1500 MINUTES

THAT'S ABOUT 25-30 HOURS OF NON-STOP CASE STUDIES

SO LET'S BE A JUDGE:

GUIDE DOGS

GUIDES DOGS AUSTRALIA - SUPPORT SCENT - CLEMENGER BBDO MELBOURNE HTTP://VIMEO.COM/35698182

WHAT TO CONSIDER AS YOU WATCH: WHAT WAS THE PROBLEM?

HOW DID THEY SOLVE IT?

DID YOU BELIEVE IT?

WHEN DID YOUR ATTENTION WANE?

DID THE VIDEO MAKE YOU JEALOUS?

THREE STEPS TO MAKING BETTER AWARD VIDEOS.

PART 1: CHOOSING WORK

WAS THE BRIEF INTERESTING? WAS THE BRIEF INTERESTING?

WILL PEOPLE KNOW THIS PRODUCT?

SURE THE CLIENT LIKED IT. THE AGENCY’S EVEN PROUD OF IT. BUT, WAS IT DIFFERENT? WAS IT NEW?

SURE THE CLIENT LIKED IT. THE AGENCY’S EVEN PROUD OF IT. BUT, WAS IT DIFFERENT? WAS IT NEW?

WILL IT MAKE THE AGENCY REEL? (THAT'S EASY)

WILL IT MAKE YOUR BOOK? (SHOULD BE MUCH HARDER)

PART 2: CHOOSING A CATEGORY

CHOOSING A CATEGORY IS A MEDIA PLACEMENT

(AGENCY  SPY  AD…WIDEN  DIDN'T  ENTER)

WRITE THE F

NIKE WRITE THE FUTURE - INTEGRATED CAMPAIGN HTTP://VIMEO.COM/35698227

LIST OF CATEGORIES

CONTENT & CONTACT INTERACTIVE

DESIGN OUT OF HOME

DIRECT MAIL PRINT

FILM PRINT TECHNIQUE

FILM TECHNIQUE PUBLIC RELATIONS

HALL OF FAME RADIO

INNOVATIVE  MEDIA RADIO TECHNIQUE

INTEGRATED CAMPAIGN FACEBOOK INTEGRATED MEDIA

THINGS TO CONSIDER.

LAST YEAR’S WINNERS

THE BEST YOU’VE SEEN THIS YEAR

CLICHÉD TRENDS THAT MADE HEADLINES

WHERE THE NEW “BAR” IS

APPLYING TO DIFFERENT CATEGORIES. (KARL WILL THANK YOU.)

PART 3: PACKAGING THE WORK

:15

:15

1:15

+ :15

2:00

EXPLAIN THE PROBLEM, KEEP IT SIMPLE

EXPLAIN THE UNIQUE SOLUTION. WHY IT MATTERED.

SPEND THE NEXT MINUTE OR SO ON THE SEXY IDEA

DESCRIBE THE IMPACT (UNDERSELL HARD HERE)

KNOW WHEN TO STOP.

REMEMBER:

WHAT WAS THE PROBLEM?

HOW DID THEY SOLVE IT?

DID YOU BELIEVE IT?

WHEN DID YOUR ATTENTION WANE?

DID THE VIDEO MAKE YOU JEALOUS?

BILLBOARD

BILLBOARD - MUSIC. SEE WHAT IT'S MADE OF - ALMAPBBDO, SAO PAULO HTTP://VIMEO.COM/35698087

VOTE. YES/NO?

THEN BREAK ALL RULES TO REALLY STANDOUT

DECODED.

BING JAZ-Z - DECODE JAY-Z WITH BING – DROGA5 - NEW YORK HTTP://VIMEO.COM/35698139

A GOOD VIDEO CAN MAKE AVERAGE IDEAS LOOK GOOD

A BAD VIDEO CAN MAKE GREAT IDEAS LOOK LIKE SHIT

SO…

DO: CONSIDER THE AUDIENCE: JUDGES

DO: CHOOSE AND PLACE WORK SMARTLY

DO: BE CREATIVE, REALLY.

DON’T: USE MARKETING SPEAK

DON’T: BOAST MARKETING STATS

DON’T: CHECK THE CLICHÉD BOXES

ONE LAST VI

PINK PONIES: A CASE STUDY - JOHN ST. HTTP://VIMEO.COM/35698258

THANK YOU. @RAHULSABNIS EXECUTIVE CREATIVE DIRECTOR EURO RSCG WORLDWIDE – NEW YORK

@CLIOAWARDS