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

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.

21. OLD SPICE CAMPAIGN
•
Converted female to purchase for their men

22. OLD SPICE CAMPAIGN
•
Converted female to purchase for their men
•
made old spice cool again (if it ever was)

23. 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

26. DUMB WAYS TO DIE
•
Uses a different strategy for a public announcement ad

27. 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

28. 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

29. see yourself in the uniform

30. CONCEPT ONE
RESPONSIBLE
CONFIDENT
COMPASSIONATE

31. CONCEPT ONE
TVC
CONFIDENT
COMPASSIONATE
RESPONSIBLE
1
5
2
6
3
7
4

32. CONCEPT TWO

33. 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)

34. 4 STORIES, 17 FILMS, CHOOSE YOUR OWN ENDING AND SEE YOURSELF IN THE UNIFORM.

35. 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

37. 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

41. 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.

42. THANKS
follow me on twitter @scottdeaks
or connect with me on Linkedin for more insightful ramblings
ANY QUESTIONS?