DDB Stockholm’s “Fun Theory” effort for Volkswagen and Wieden & Kennedy’s “Chalkbot” for Nike Livestrong earned Cyber Grand Prix, capping off a winning run on this year’s awards circuit for both agencies and campaigns. Check them out below:
Total number of Cyber Lions awarded: Two Grand Prix, 15 Gold Lions, 30 Silver Lions and 52 Bronze Lions.
Why they won: Both campaigns were prime examples of two themes that emerged from the best work seen during the judging process: invisible technology and “real-time” interaction. The greatest innovations supported “this notion that technology will reach its peak when you don’t even realize it’s there,” said Mr. Benjamin, quoting one of the jury members. “The stuff that was so innovative was the stuff that seemed magical. It had technology, but that’s not what was showing.”
What’s next: The award-wining work, said Mr. Benjamin, “points to the future of how we’ll work together in our industry — this notion of creatives coming together with technologists. It’s not about just the art director and writer anymore, it’s about technology, the interaction designer, all these people coming together. It’s probably been happening for a while, but that’s now entering larger agencies.”
Added juror Robert Rasmussen of Tribal DDB: “When you look through the work that won, you can feel the technology present in the creative process. If you go through all these winners, you’d be hard pressed to find one that didn’t have technology woven into the creative solution.”
Asa cum am promis, gasiti mai jos prezentarea pe care o pregatisem pentru AdRev5. Probabil n-o sa intelegeti prea multe fara comentariile pe care voiam sa le fac live dar nu e nicio problema, ne vedem data viitoare ;)
O sa credeti ca lista de mai jos e o replica la cele 10 sfaturi date de Naumovici la DMF. De fapt, m-am enervat abia cand am citit niste declaratii cu aer de diletantism aici.
1. Nu va (mai) credeti buricul pamantului
2. Nu va (mai) inchipuiti ca le-ati vazut si auzit pe toate
3. Tineti pasul cu consumatorii.
4. Se poate.
5. Lucrati mai rapid si mai bine.
6. Se poate.
7. Explorati nu exploatati.
8. Dobanditi flexibilitate si dexteritate ca si cum ati avea 20 de ani nu 120.
9. Nu vindeti idei pentru ca “sunt cool” ci pentru ca sunt strategice.
10. Power tools. Daca tot trebuie sa taiati lemne macar folositi un fierastrau electric nu un bonfaier.
11. Nu confundati tacticile si canalele de comunicare cu strategiile si ideile. Clientul are nevoie de toate dar numai daca ele lucreaza impreuna.
12. Cu cat spui mai mult ca esti “intr-un fel”, cu atat esti mai putin.
13. Nu (mai) cultivati “guru” ci puneti in practica idei revolutionare.
14. Angajati oameni cu abilitati si expetiza in cat mai multe domenii. Nu exista advertising vs. digital, traditional vs. neconventional, online vs offline.
15. Be “…open to everything, attached to nothing” (professionally speaking of course)
Nota:
borg - 1. fictional pseudo-race of cybernetic organisms depicted in the Star Trek universe. en.wikipedia.org/wiki/Borg_(Star_Trek) alternative spelling cyborg
borg - 2. felul in care ne alinta unii colegi din departamentul de creatie Tempo, pe noi, fratii lor de la online
78% of press release emails are received by Recipients to whom they are irrelevant
55% of Recipients have taken action to block a sender of news
Here’s an interesting campaign to reduce the billions of press release emails being sent each year by the PR Industry to journalists, bloggers and publishers for whom they are irrelevant. The following animation is about the damage being inflicted to the online environment by irrelevant press release emails and it is based on a very interesting report:
The following rights are for discussion as a practical contract between the PR community and journalists + bloggers.
Right 1 – Permission required
Press releases should only be sent to Recipients who have given express or implied permission. Implied permission meaning the recipient has stated publicly that they are happy to receive press releases.
Right 2 – Timely unsubscribe
Should a Recipient be added to a distribution list either voluntarily or involuntarily he or she has the right to be removed from that list in a timely manner if they request it.
Right 3 – Don’t rely on media lists exclusively
The PR person should not wholly rely on purchased media lists to ensure accurate targeting.
Right 4 – Read publication first
Before any correspondence is entered into, the PR person will have first researched the Recipient’s subject focus and read the publication or articles they write or publish to ensure that the content is relevant.
Right 5 – Categorise interests in detail
The Recipient has the right to expect that PR people will categorise their interests in detail and not label them under a vague description such as ‘technology’.
Right 6 – Types of release
A Recipient has the right to receive press releases about ‘types’ of stories that they are likely to be interested in and not announcements of any kind just because of an industry categorisation.
Right 7 – Telephone chasing
After receiving a press release the Recipient should not expect a follow up call from the sender. Acts of such kind only waste time and have no bearing on whether a press release is used for a news story.
Right 8 – Succinct headlines
A Recipient has the right to receive press releases with succinctly written headlines so a decision of interest can be made quickly.
Right 9 – Use clear format
A Recipient has the right to receive press release emails that have been formatted to highlight the key information quickly to the reader, such as a summary of the story, who it is about, contact details and links to supporting information.
Right 10 – No attachments
A Recipient has the right not to receive any press release or related content as an attachment to the corresponding email.
1. Heaviest banner ever in Romania served on .RO websites, from Eyeblaster. It is weighting a little over 26MB (compared to a standard banner in Romania which is 100Kb – or 200-300 Kb at most for video)
2. The first video interactive banner. By this interactivity it means that the user is questioned and he can answer directly in the banner. Depending on the answers, a different video will be shown.
3.Polling/ Voting- the banner has a polling function which allows the user to choose between different options.
4. Conversion-in-Banner; The first conversion in banner project, that can collect the users` data without taking them to the landing page/separate website. User are encouraged to type in their data directly into the banner, on any website. The data is then redircted to Client’s database.
5. Mouse Tracker; in order to the users` attention the banner has a mouse tracker features which enables the characters to move after the mouse; generally speaking, the content of the banner is changed depending on the mouse position on the screeen.
The campaign data is monitored & analyzed in real time due to the state-of-the-art ad-serving technology from Eyeblaster. A complete set of actionable analytics tools, including 17 standard reports plus 5 other custom reports, will help optimize the performance and efficiency of the budget spending of the online media campaign.
TalkTalk’s Digital Anthropology Report studied how British people use the internet and found that there are six distinct ‘tribes’ of internet user in the UK. This video introduces you to the tribes from the report, the Digital Extroverts, Social Secretaries, Web Boomers. The full report can be found here
Me = Digital Extrovert, taking the internet for granted and revel in what it enables me to do.
Orice declaratii sau opinii exprimate pe acest site apartin autorului si nu reflecta opiniile organizatiilor din care acesta face parte sau cu care lucreaza.
Click for execution
