How to get to better ideas?

Have an armory of questions you should ask yourself while planning your next campaign. Like:
- Who’s your enemy?
Honda’s enemy is complacency

Nike’s enemy was the way football had become ‘ugly’

Dove’s enemy is the beauty industry and the way it portraits women

Then ask yourself what [...]

Make me use you before I buy you

This is how you promote a toilet paper brand.
You ask yourself, how could I create a context in which my potential consumers might really appreciate my products and what I have to say?
You create a public toilet where they are notoriously difficult to find. I.e. in the middle of Manhattan.
You do something good for people [...]

Episodic content on the web

A few innovative formats have hit the web recently.
One of them, ‘Where are the joneses’ has gathered great reviews from many in the industry.
It’s the web 2.0 version of a sitcom where the ‘community’ could log-on the WATJ website and participate in the screenwriting before each new episodes (some would say co-create), helping shape what [...]

Branded utilities

Or branded applications. Whatever you want to call it. It seems to be the new buzzword at the moment. Virals are dead, long live branded utilities.
But what I find intriguing is that they have been around for more than a century. They used to be the best way to reach a mass audience and get [...]

The Zune campaign.

The Zune campaign has started a while ago accross the Atlantic.
Microsoft, finally launched what they hoped would be the Ipod killer. One of the main selling point is the fact that Zune users cans share files between them. Opening up your music library to your friends who own a Zune.
It does look cool.

In a typical [...]

Is consistency a good thing?

Let’s take the latest Orange campaign ‘ good things never end’ as an example.
It was started by a lovely TV ad

Explaining that Orange believes that ‘good things should never end’ hence why they give unlimited texts to any network. Good work.
They also added a iTV piece that starts where the TV [...]

The new rule of creativity

Be quick!
Find a succesful viral video, add a new spin, insert client’s product.
Take ‘Chocolate rain’, Internet success with over 12M views on Youtube.

Which becomes ‘Cherry Chocolate rain’ for Dr Pepper.

But only got one million views so far. The second video, although containing a few funny moments, has [...]

Ideas to be nicked: #1

The Esp game.

From Wikipedia: “The ESP Game is an experiment in human computation originally conceived by Luis von Ahn of Carnegie Mellon University. The idea behind the game is to use the computational power of humans to perform a task that computers cannot yet do (in this case, labeling images) by packaging the task as [...]

The future of TV, web and advertising

All in one site.

Firebrand is a TV channel in the US that only showcases the world best ads.
But the website is just amasing. Probably the best web experience I’ve encountered, without having to download a separate software ( a la Joost).
The website is synchronised live with the show. The streaming is near perfect, showing the [...]

Scorsese does a hitchcock for one of the best branded content of the year

From JWT Barcelona comes this great piece of branded content (found on JWT’s blog, Good stuff ). Yes, branded content. Lasting a whopping 8 minutes, who can possibly calls this beast a TV spot? (click on the picture to watch it).

This is a fantastic piece of work, in my opinion. Because for once, despite a [...]