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UNSW creative talks

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I was invited recently to give a talk as a guest speaker at the University of New South Wales on Creativity and how to create campaign ideas. Here is the presentation I gave with some humble opinions on why I think these are great campaigns and a few tips for new creatives, plus a breakdown of a campaign we developed at Blaze for SA Police.

Enjoy.
Scott

Credits:

Extracts and scamp references: The advertising Concept book by Peter Bray (A great read for any budding creatives out there)

The post it note test via Scamp blog by Simon Veksner, a Creative Partner at DDB Sydney.

http://scampblog.blogspot.com.au/2014/09/new-idea-ban-everything-except-post-it.html

Dumb ways to die case study video via Digital Buzz blog: http://www.digitalbuzzblog.com/dumb-ways-to-die-the-campaign-case-study-video/

Cheers

Publié dans : Marketing
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UNSW creative talks

  1. A CHAT ABOUT CAMPAIGNS WITH SCOTT DEAKIN CREATIVE DIRECTOR Y&R GROUP
  2. I can’t teach you how to be a Creative*. You either shit out ideas or you don’t, it’s that simple. *Be the guy/girl who thinks of the big idea
  3. I can’t teach you how to be a Creative*. You either shit out ideas or you don’t, it’s that simple. BUT.... Everyone is creative
  4. Q: SO, WHAT IS A CAMPAIGN?
  5. Q: SO, WHAT IS A CAMPAIGN? A campaign is a series of ads that make up a concept/idea, i.e an idea that has more than one execution (three or more) This is perceived to be harder to create than a one-shot idea
  6. THE ONE-SHOT VS THE CAMPAIGN This doesn’t mean the one-shot has less impact than a campaign, lets have a look at the differences
  7. THE ONE-SHOT NIkes Lance Armstrong ad for the Tour De France
  8. THE CAMPAIGN Guinness extra cold ads
  9. THE CAMPAIGN Steer clear of the SATT (same ad three times)
  10. HAVE YOU HEARD OF THE INTERNET? INVENTED BY GEEKS FOR GEEKS TO WATCH PORN.
  11. A ONE-SHOT CAN DO WONDERS FOR A BRAND
  12. 3 TIPS FOR CREATIVES • Keep it simple stupid (kiss)
  13. KEEP IT SIMPLE STUPID (KISS) The post-it note test Client:
  14. KEEP IT SIMPLE STUPID (KISS) The post-it note test Strategy planner:
  15. KEEP IT SIMPLE STUPID (KISS) The post-it note test Creatives:
  16. 3 TIPS FOR CREATIVES • Keep it simple stupid (kiss) • Don’t be afraid of the stupid idea
  17. 3 TIPS FOR CREATIVES • Keep it simple stupid (kiss) • Don’t be afraid of the stupid idea • Follow the 1 in 10 rule.
  18. Q: SO, WHAT IS AN INTEGRATED CAMPAIGN? An integrated campaign is a series of ads that make up a concept/idea across multiple mediums.
  19. INTEGRATED VS THE CAMPAIGN A campaign will have more longevity but an integrated campaign will create more brand awareness because it has the power to reach more people.
  20. OLD SPICE CAMPAIGN • Converted female to purchase for their men
  21. OLD SPICE CAMPAIGN • Converted female to purchase for their men • made old spice cool again (if it ever was)
  22. OLD SPICE CAMPAIGN • Converted female to purchase for their men • made old spice cool again (if it ever was) • the social element gave the campaign a new lease of life
  23. DUMB WAYS TO DIE • Uses a different strategy for a public announcement ad
  24. DUMB WAYS TO DIE • Uses a different strategy for a public announcement ad • uses some old-school creative tools to make the ad stand out 1. Jingle 2. Characters 3. funny animation
  25. DUMB WAYS TO DIE • Uses a different strategy for a public announcement ad • uses some old-school creative tools to make the ad stand out • adaptive for every medium
  26. see yourself in the uniform
  27. CONCEPT ONE RESPONSIBLE CONFIDENT COMPASSIONATE
  28. CONCEPT ONE TVC CONFIDENT COMPASSIONATE RESPONSIBLE 1 5 2 6 3 7 4
  29. CONCEPT TWO
  30. CONCEPT TWO CONNECTS TO TESTIMONIALS WHAT DO YOU DO? OPTION ONE... OPTION TWO... Leader Tenacious YOU’VE ALREADY GOT WHAT IT TAKES. Assertive Compassionate 1 5 9 2 6 10 3 7 4 8 CLICK HERE TO FIND OUT WHAT IT’S LIKE TO BE A POLICE OFFICER Option 1: Calm onlookers (Communicator) Option 2: Disperse crowd (Leader)
  31. 4 STORIES, 17 FILMS, CHOOSE YOUR OWN ENDING AND SEE YOURSELF IN THE UNIFORM.
  32. a a A bespoke campaign site was designed to tell the two stories to ask the viewer: What would you do? We used youtube annotations to create a story where the ending is determined by the viewer
  33. A series of web testimonials were produced to show what life is like once you’ve join the police. we used the officers that featured in the youtube ads to create a real connection with the stories
  34. campaign Results 1.4m impressions on the website visitors stayed on the site longer due to the video content Traffic to the website and applications has increased overall 40 percent.
  35. THANKS follow me on twitter @scottdeaks or connect with me on Linkedin for more insightful ramblings ANY QUESTIONS?

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