You won't find anymore crap ads there

Right I have my rant hat on today.

How many of you think the new T-mobile camping is crap. I do and I'll tell you exactly why.

1. They don't make sense
2. They have awful visuals and scripts

Here are some examples:







Let me know your thoughts on these ads as if you think I'm wrong I would like to hear your thoughts are on this topic.

Now you may also argue that because I am talking about it then it surely it's doing its job.

I disagree.

I think the context in which we're talking about it will have a negative effect on the brand, the reason I don't think this ad works is because of the confusion it brings to people, it's not actually doing anything as a spot. Some of you may recall the "mega" ads for Cadbury's that don't make sense but it did in a very subliminal way. It's sold you happiness/joy.

Why?

It's sold you an experience of enjoyment, which was bought to you by Cadbury's. T-mobile on the other hand don't, it annoys me, I have no idea what the props have to do with the minutes it keeps going on about.

Amazingly enough I found out that Saatchi & Saatchi UK did this which disappoints me as I quite highly regards Saatchi's as an agency but when they're out putting this drivel then maybe I need to re-evaluate my opinions.

Pastures new - part 1

I've recently discovered a great site, which tells the story of a creative from Hong Kong, she was already quite accomplished as an art director in Hong Kong but she decided to come to the UK to find pastures new.

She's called Gwen Yip and her blog is called WORKING Holiday in London it is a very interesting blog that really tells of frustrations and joys of her journey.

Gwen is not the only person I know of that has come this side to work, I have been told various reasons but the one I like the most is that they rate the UK as one of the most creative places in the world, which is nice when it's from people from all around the world.

If you have a dream to work somewhere else it would be interesting to hear from you.

Finding the right partner - part2

Well after you've found your potential match you need to find a way forward.

I have been told that working on mock briefs would be a good start but after a few meetings I am a bit perplexed about how they will be received from potentials.

One of the key concerns I have about showing mock work is intellectual rights. We all have this issue to be honest when showing our wares but I don't have an answer may be a few of you can suggest how you deal with it. Second of all is how you explain to potentials that its mock work.

I want to explain my last point in a bit more details as I have an example of this very same situation I have been put in previously. As potential employers they would like to see your that has either a. won pitches b. work that's actually run. This is a bit of a bummer for me as some of my best work is pitch stuff that hasn't run, this is due procurement and nothing to do with the level of creativity before you all comment.

My biggest thing is how to move this forward, am I seeing the wrong people, are there companies out there that will look beyond the political part of a job and purely see the creative for what it's worth?

I'll write up more about this journey as I go along.

Finding the right partner - part1

As written before, I am looking for a copy-writing partner, in this post I thought I would tell you my experiences of finding the "perfect match".

Well first of all to most of you creative types would've just teamed up in university or college or what not. Unfortunately for me I have been running with out a permanent partner for the last 6 years, only to be thrusted into concepting session with an unknown copywriter.

Well the last 2 years I have been working with Simon another Art director and it has been an absolute blast and as much as we work well together etc. the time finally came where we had to part company, as it turns out people aren't as interested in two people that can do the same job even if it is coming up with the big idea.

Anyway point of the matter is I needed a new partner my problem was that now that I needed one where do I find one, is there a classifieds paper for creative’s?

I had already met a few copywriters up to this point but nothing really came of it.

Lucky for me Shelly at Roome Consulting was on the case, she introduced me to 2 copywriters, prior to meeting them I was awfully nervous like it was some kind of blind date, lucky for me the they were also the same.

Long story short I hopefully have found my "match". My advice to you would be look further than just being mates when meeting a potential partner. Run mock ideas in a passing conversation or perhaps even have a debate/argument.

Obviously if it all goes well even after being argumentative chances are you've bagged a good un.

To be continued on Monday

Lovely photo blog

Time to step back a bit from advertising.

I found this site yesterday called Da Cafe, it's a photo blog site of a family in Japan since the birth of their second child.

Now this may not seem so interesting to some of you but to me it's a very sweet way of telling a story. Also the pictures in the blog are stunning.

So come on what are you waiting for go to Da Cafe.

Uninspired?

Today I think I'll write about one of my experiences as a creative, the topic is inspiration.

I'm sure most of you have one time or another felt this strain. When I talk about uninspired I don't mean coming up against a block where you can't come up with an idea, what I mean is when you wake up and you've lost that spark that gets you into work.

Well I have two techniques to get out of that:

• Change your job
  Chances are you're probably used to the surroundings and nothing seems like a challenge anymore.
  
  An observation I have made is that some agencies have a set style, if you've fallen into that style an you're constantly doing work for that style then your not going to be pushed, find somewhere that will push you creatively and don't be afraid to do the work you want to do, if you want to do it.
• Get involved
  Ed Morris once wrote "your not here to join the club, there isn't one" this is true but there is never any harm mingling with your colleagues. The reason for this is to grow your understanding of your industry.
  
  Learn what each department does in the process:
  
  • Accounts - Learn more about the client, alot of the time there may be something about a client (quirks, likes etc), it might be insignificant but these are the guys that'll know how far you can push the boundaries.
  • Traffic - Always the people to know, they control the work. You want the good projects? Get to know traffic
  • IT - the guys everyone curses but why? Doesn't really effect every one on a day to day basis but when trouble comes and you don't have a mac. IT could be the difference between a half arsed scamped and a beautiful mac up.
  • Accounts - they pay your wages so be nice
  • Media (if you are lucky to have one) - These guys know where prime locations are to place your ads on TV, press, poster, online well just about everywhere. Also they will know what new formats are out, utilise this knowledge and be the first to use it.

Well this is my take. If you have different ways please post them up.

The strategy for "push the brief 2008"

So as promised before, here is our solution to our "push the brief 2008" arrange by Ashley Brown.

Background:
The brief was to try and get more 16-25 year olds to volunteer to:

• Reduce obesity
  
• Reduce crime
• Engaged conversation with older people

Solution:

Core Theme: Connect Nationally, Impact Locally

Insight: There are numerous hurdles preventing 16-25yr olds from volunteering. One is a perception that volunteering doesn’t connect with the issues that are keenly important to the individual. It doesn’t impact their immediate peer group, family or, most importantly, the area in which they live. Creating the opportunity to visibly contribute to their neighbourhood is paramount. Additionally if their efforts can be recognised and even rewarded, volunteering inertia and apprehension will diminish. Additionally, by attaching no value judgement to the degree of volunteering, youths can understand that even their smallest efforts are as valuable and beneficial as the grandest ones. There really is no such thing as “bad” volunteering.

Strategy: Drive volunteer sign-up and ongoing participation through a two-pronged approach of

1. Contribution
2. Recognition

Tactics – Contribution
An online forum that allows youths to;

• Enter their profile stating postal code or neighbourhood in which they live and additionally set profile filters like : hours I can contribute, issues that mean the most to me, I am willing to: network/mentor/lead/just participate. In essence, the profile allows youth to define the areas they are most engaged with and to set their own parameters. This could use the basic structure of networking sites like LinkedIn’s Q&A section.

• The forum should also aggregate information from like-minded groups and provide tools & tips to maximize these efforts: For example, tips from the police on dealing with explosive situations/race relations, from church groups on mobilizing communities and, most importantly, from peer groups in similar neighbourhoods who the volunteers may be more attuned to.

• Leveraging REAL police statistics by neighborhood also addresses a core principle which is this campaign should be about dispelling media hype and being firmly ground in the truth - truth in the numbers, truth in the realities of the neighborhoods the volunteers live in and truth about the effects they are having.

• Using common Facebook apps to create a multiplier effect for example; allowing volunteers to post anecdotes, share volunteering experiences via photos or videos, attract friends and peers through invitations to participate or to attend an event.

• Maximize efforts by providing realistic goals and providing hints. Taking a leaf from the New York “broken windows” philosophy about focusing volunteering efforts on initiatives that have a disproportionate effort-to-reward. For example, clearing out derelict cars and garbage might heighten the neighbourhood perception of making a difference than the (harder) initiative to end knife crime. Also might decrease the (understandable) perception that some issues are too big for one person to make a difference. Realistic goals, which could be aided by the aggregated info section, could definitely address this.

• Maximum local impact is a core credo so galvanize that by allowing volunteers or the public to upload requests for assistance to the site. Example upload a pic from your mobile phone that shows the local issue you’d most like to deal with – the broken windows in #17 or the graffiti at the local Tube stop. This allows the neighborhood to set the priorities and biggest peeves that volunteers could address. Then use the multiplier effect to hone the efforts of the neighbor clique of volunteers. Volunteers could also be encouraged to become roving reporters feeding v-blogs to the site with anecdotes and success stories. Increase the community feeling by getting the v-bloggers to interview other members of the community - the nanna in #25, the store owner of the corner shop...give those other community members a chance to contribute their emotions, pet peeves, successes...let the volunteers become a visible/rewarded force for change.

Tactics – Recognition
These tactics involve both digital and off-line components. The existing infrastructure outlined in the brief suggests that co-op and contra media deals are feasible (depending on merit) so media costs are assumed to fall under a contra or partner arrangement.

• Forum recognition on the same site where volunteers sign-up and contribute. This could involve simple mechanics like tagging before&after photos ala Facebook with the names and profiles of volunteers who contributed.
• Peer recognition based on a simple voting mechanism. Issues/anecdotes/success stories could be posted and the community could vote on the "impact" of that initiative. Initiatives that are successfully completed could have those votes added to their profile. This may run counter to "even the smallest contribution is valuable" but the community voting does allow the most deserving volunteers rise to the top.
• Use digital media to highlight success made in the neighbourhood. Signage on car parks could read "last year 250 cars were stolen from here, this year we've reduced that by 50%" Celebrate these wins. Use the digital signs as a means of driving Contribution - "To play your part Txt 123456 or join at ImpactLocal.co.uk"
• Use OOH in the same fashion with standard boards that are hyper-local...placed on school playgrounds, previously desolate houses...anywhere in the community where volunteer efforts have paid off. Use the creative to tell the story of the issue or to celebrate the local volunteers who addressed it. Hyper-local placement is paramount to this tactic paying off.
• Videoblogs and the before&after photos could be seeded in local media to highlight real efforts being made in the community by local volunteers.
• On a grander scale, the BBC could run a series of "Neighbourhoods in Transition" over the course of the year. The roving volunteer reporters (who are also contributors remember) could be recognized and their content re-used on the BBC. By the same token any youth channels could be seeded with this available content with "minimal" repurposing - MTV, NickKids etc, etc.

Tone and Feel
We are adamant that this campaign should never stray from two basic tenants;

1. This should be about Honesty & Truth - not media hype, marketing and hyperbole. Facts are more authentic
   
2. It should be written in the language of the audience and feel that it is "by volunteers for volunteers"

So this is the solution, many thanks to Hilton Barbour that did the write up and we look forward to the next Push the brief event.

Copywriter needed

I am in need of a copywriter partner, my current partner has decided to leave me and go and do directing.

So if anyone has any suggestion or if any one would like to get in contact with me just ping me a comment or and email.

How online advertising should be done - part 4

Never underestimate the importance of a good strategy, as creative's we tend to pass this responsibility over to planners or to media buyer to roll out (mediums).

DON'T.

Nobody knows your idea better than you, put the leg work into your ideas and run journeys (campaign) through your mind this will help you cover all bases.

Now this won't work for every creative director either, most see the strategy as garnish and a sign of a weak idea.

Me? Well regardless of this I would stick by this process, any one that believes that strategy is not part of the creative process is naive sure people have planners for a reason but to completely discount it in the thinking process is lazy and irresponsible.

I will post our strategy that got us second in "push the brief" on the next post.

Push the brief 2008

A few of us attended this event last night and we all thoroughly enjoyed it.

We ended up coming second place but it didn't really matter as we had such a good time.

I thought the format was very good and I will be on the look out for the next one.

Anyway here are some pictures, enjoy.

Presentation time


The inspiration


Simon and Hilton (Silly)


Simon and Chee


What were we up to?

Carling iPint

Beattie McGuinness Bungay has created an application for the iPhone that enables users to drink a virtual pint of Carling.

The application invites users to play a ‘bar slide game' in order to win the virtual pint. This is great out of the box and brilliantly executed but I'm wondering what the reach is of this application.

The art of story telling

How do you get your audience hooked on your every word?

Tell them a story, story telling is great way you can captivate and have them hanging on your every word.

Louis Vuitton have a website called journeys, they go through the life of celebs not just now but on the way to becoming a star.

The site doesn't hard sell the brand but it does feel genuine and you do take that away with you after closing down the site.

The way the video has been shot and cut together is brilliant and it definitely gives you a sense of nostalgia and warmth.

The question is would I send this on? No I probably wouldn't, it's not a piece I would send off to my friends but it's definitely a well made piece that I will refer to.

The reasons are as follows. The site does its job well but it's not the type of site everyone will appreciate (class thing maybe), but what it does do is that it gives me a great warmth about the brand. Being LV it probably has a big association with being cold, rich etc. of course this doesn't change I still can't afford the damn stuff but it does change my mind about how the brand itself is placed.

Anyway I hope you'll enjoy it.

Braun Ads

I absolutely love these ads; they get to the point and make you look twice.

TV justified

After my post yesterday about TV I had a discussion with a a good friend of mine Yutaro Kojima who is a CD at Dentsu Y&R.

Our discussion revolved more on the trust of mediums.

TV is a supply and demand issue. TV channels are finite and web pages are not.

Governments and corporations spend significant effort to regulate the TV content. But the web goes fairly unchecked. People trust the TV more and hence the value of broadcast goes up.

The equity on the web cannot be purchased like media. Web creators have to try much harder to earn that equity to be invited to people's lives.

When discussing the effectiveness of online advertising

Most of the sites that can charge money for banners borrow equity from traditional media functions...like TV, news agencies, TV stations etc. Yahoo almost looks like an exception, but they too attract people by buying content from places like AP news. The only true exception (in my opinion) is Google.

I would like to thank Yutaro for giving me permission to place this up but now another question comes to mind now.

• How many of you trust Web
• How many of you trust TV
• What would it take for you to trust the web

One very interesting point is that online advertising doesn't get regulated like TV does, does this need to come into effect, is there a need for ASA (advertising standards agency) to have a presence online.

TV vs the world!

This is another grinds my gears posts.

Why does TV command such a high budget?

This is the burning question on my mind for the past few days; in terms of thinking and planning does it really command such a pull in budget?

The question comes about because if you compare budgets given to other mediums TV will always come out on top, now I know some of you are crying out saying cost of directors and actor etc. but bear in mind online doesn't command the same budget for say an online webisode or for viral, unfortunately the way I see it people expect a lot more bang for their buck for online.

Take for example an integrated campaign we are expected to run out press, online ads, online sites, stunts, events and maybe DM.

Do the budgets compare?
Very rarely but why is it that we are expected to do more with less, answers on a postcard

Heinz deli Ad part 2

Well the argument about this ad is still going on.

See public reaction here courtesy of campaign and voxpops.

What's your view on this?

The big mobile question

So mobile marketing is the topic today and I'd like to get some views on this.

With mobile marketing supposedly being the next biggest thing (I've been told it's the biggest thing for the last 3 years now) how are people going about using it?

I personally haven't had much exposure to it, just a few concepts hear and there to do with blue jacking which is basically sending ads through Bluetooth (not as scary as it sounds) and a few mobile games.

The question is "What would you be safe doing on your phone other than calling".

Analysts predict shopping, social networking etc. but how safe would you being doing these things.

Personally I wouldn't and I wouldn't want to sell a concept into a client until I felt safe enough that these types "data" related services have the security to give me piece of mind. Moreover would you or your audience react well to a mobile campaign?

Concepting for online - part 3

Well first of all I'm going to have to go back a few steps as it's probably not good to start in the middle of the thinking process.

So to start us off on the secrets of doing good online for an integrated campaign is......... not to.

Why?

Well the long and short of it is that you get hung up on the details of the execution. So the key thing is to come up with the BIG idea, once you have come up with a good selection of ideas you can start fleshing them out to make sure they fit you execution requirements.

Ok so that's the beginning of the process out of the way, now time for the execution part.

So you have a big idea, now it's time for you to get the everything to gel. So start by thinking about how all the elements can start to interact, by doing this you can get exposure to all your elements of you campaign (posters > microsite > banner ads > guerrilla stunts.....).

If you ever come up with a dead end then make sure that dead end has a pay off, the biggest mistake you could make is to have consumers be exposed to you campaign/brand and not actually know what it was about.

Happy independance day

Got this viral this morning.

I think it's worth sharing with all of you.



Enjoy and sorry to all the people that may get offended.

Entertainment for the masses

Tommy TV is a great source of online entertainment.

I know a lot of people are going online TV and it's true what they say

"Entertainment is king"

So with that Tommy has taken an MTV format and branded it Tommy Hilfiger. Just doing that as branding exercise is not easy but it's also execute so well through the technology.

And like I said in the previous post about user participation, they get the user enticed by giving you the chance to attend live session with the artist.

An excellent branding piece.

DHL outdoor

I saw this campaign in Hong Kong in 2007 and apparently it's still going strong.



I think it's a great execution; it had me take notice as soon as I laid eyes on it. What's also great about it is that you don't need to know Chinese to understand what it's communicating.

What do you think?

Concepting for online - part 2

Concepting online edition.

Problems I have seen time and time again is that people see online as BTL, this usually means coming up with a layout a product shot and tons and tons copy.

WRONG!!

I narks me off that online is given this type of attention, with the amount of technology that can be used to make online great why are we still not as interested in it as if it were TV?

Any way I think what I am trying to say to all you people out there looking to get into online or looking for that killer angle to make you campaign great is that in online you can do anything.

It's true here's some examples:

• Online TV ads/webisodes
• Games
• Social networking
• Online treasure hunts

The list goes on, and then there's the way you execute the idea. We as an industry are probably only using a fraction of what the web is capable of.

The world of online is evolving and as creative we need to adapt and embrace and learn the new technologies and integrate them to our core ideas.

Next post will be integrated

The HP Touchsmart

I've never been a big fan of HP products but this one got me.




It's a very well made ad, it communicates the functionality of the product and that it's a premium product.

Not the same could be said about the microsite, it's very disappointing to see sites like this, as it doesn't do the campaign justice.

How do you all feel about this?

What is this nonsense

Well AMV BBDO are in the dock this week after the ASA banned this ad after 200 complaints.



In true political form some heavy-handed MPs are now getting their hands dirty to try and reinstate the ad. Surely they must have better things to do

I personally think the ad was brilliant but a call for it to be removed due to the ‘kiss’ is somewhat of a surprise.

Political correctness gone wrong

Aren't our kids supposed to be bought up with an open mind without prejudice? This move to remove it just contradicts this claim made by the general public.