Comments on: Is consistency a good thing? http://digicynic.wordpress.com/2007/12/05/is-consistency-a-good-thing/ The wonderful of engagement planning Mon, 19 Oct 2009 14:52:45 +0000 http://wordpress.com/ hourly 1 By: Digicynic http://digicynic.wordpress.com/2007/12/05/is-consistency-a-good-thing/#comment-3 Digicynic Thu, 06 Dec 2007 16:47:49 +0000 http://digicynic.wordpress.com/2007/12/05/is-consistency-a-good-thing/#comment-3 Don't get me wrong. I think the website Poke did is brilliant. The point I was trying to make (maybe not really clearly!) is that the website was a clever online translation of the interactive TV ad Mother created (which is a looping movie). That all these pieces were consistent in their executions style (which is a good thing) but that they could have liberated the big idea (good things should never end) to bring something fresh and new to the party on other platforms. It's such a big idea, I thought it was somehow a shame not to engage people with it more in-depth (maybe they did?). A good example of what I mean by that is how Nike does it with 'put it where you want it' or 'Joga bonito', creating a multitude of different content accross different media, all building up the big idea but using different executions on different medium to do so. Does that make more sense? Don’t get me wrong. I think the website Poke did is brilliant. The point I was trying to make (maybe not really clearly!) is that the website was a clever online translation of the interactive TV ad Mother created (which is a looping movie).
That all these pieces were consistent in their executions style (which is a good thing) but that they could have liberated the big idea (good things should never end) to bring something fresh and new to the party on other platforms.
It’s such a big idea, I thought it was somehow a shame not to engage people with it more in-depth (maybe they did?).
A good example of what I mean by that is how Nike does it with ‘put it where you want it’ or ‘Joga bonito’, creating a multitude of different content accross different media, all building up the big idea but using different executions on different medium to do so.
Does that make more sense?

]]> By: polaine http://digicynic.wordpress.com/2007/12/05/is-consistency-a-good-thing/#comment-2 polaine Thu, 06 Dec 2007 15:58:55 +0000 http://digicynic.wordpress.com/2007/12/05/is-consistency-a-good-thing/#comment-2 I might not have understood what you mean correctly, but I think that the idea is really what is consistent across the media. In the sense that the concept of "good things never ending" has been executed in its own way across media, appropriate to that medium. The website could have just been a looping movie, for example, but instead Poke used the scrolling nature of a webpage as opposed to a time-based metaphor. The rainbow is a consistent visual theme, but other than that the website takes on a very different look to the TV ads. Maybe I'm missing what you mean here though? I might not have understood what you mean correctly, but I think that the idea is really what is consistent across the media. In the sense that the concept of “good things never ending” has been executed in its own way across media, appropriate to that medium.

The website could have just been a looping movie, for example, but instead Poke used the scrolling nature of a webpage as opposed to a time-based metaphor. The rainbow is a consistent visual theme, but other than that the website takes on a very different look to the TV ads.

Maybe I’m missing what you mean here though?

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