7 Keys to happiness (by my 9 year old son)

1. Have a backup plan (in case the creative director thing doesn't work out)

2. Get up early, have breakfast while watching TV - Not the news.

3. Don’t fall asleep with your elbow in your milk.

4. Spend some time playing with your toys. You can use mine if you want.

5. Do something smart.

6. Don’t be stupid.

7. Don’t smile if you get yelled at.

HTML5, can we talk?

HTML5 promises to allow users to experience rich multimedia ads without ever leaving their browser. The question is: can HTML5 finally allow the user to talk to the advertiser? Let’s hope.

Imagine this: A user opens an ad for a product that piques their interest – BlastoClean – caffeine-laced, hot cinnamon-flavored mouthwash. They first get a well-produced video piece that educates and entertains. Then they have choices: learn more about the product in an interactive game; find out where to buy it based on their location (mobile and/or computer GPS); access a coupon to use at one of the nearby locations or… ready?… comment on the ad’s content!

“I love the video, and I love the idea of caffeine in my mouthwash, but do I have to swallow it to get the buzz?”

Miles away, a fresh-faced employee of BlastoClean gets the user’s question and replies directly through the ad, “Our studies show that the caffeine doesn’t have to be swallowed to be effective. Why not try a bottle on us. Use the coupon on the ad at Nick’s Pharmacy, which seems to be closest to where you are right now.”

Two things happen at this precise moment. 1.) Our ad-viewer is impressed with the response from the advertiser – they really care about his/her question. 2.) Our BlastoClean employee feeds the information up the chain to Product Development where a Senior Chemist smacks himself in the forehead for not realizing people don’t swallow mouthwash.

The world changed when consumers started commenting about brands, but not every brand has put more than a toe in the ocean. A few months ago a very talented brand manager told me he didn’t trust the whole commenting vortex. He didn’t want to run the risk of a loudmouthed commenter hijacking a thread about his product so he would only get negative feedback. Understandable position.

Marketing’s evolution could go in a very positive direction if the viewer can comment from within an ad so the advertiser can get real customer information.

I'm in love with the idea of running interactive ad engagements inside passionate communities where the brand can access people’s ideas about their brand. The thinking will come from the people who have the highest potential of loving the brand, and thereby influencing others to love it. Brands could get comments on an upcoming ad campaign or thoughts on their brand’s real attributes or why their competitor might hold an advantage in the consumers’ minds.

HTML5, are you open to the conversation?

Epic ad = epic creativity

Here is the spot that AdFreak voted #1 in its Epic Ads compendium. The statement that accompanies the post is, “If this ad doesn't give you chills, you have antifreeze for blood.” Combine vision, storytelling, cinematography, music and enough time to let it all breathe together and this is the kind of “work” that makes being a marketer seem like a little less questionable endeavor.

OK Go - This Too Shall Pass - RGM version

Outrageously creative and entertaining music video from OK Go and evidently a lot of people, time and space.

Your community can generate more than just conversation

During a conversation with my fellow business partners this morning I used the phrase above to describe how we help our clients. Within a few minutes the phrase was repeated by one of the partners. Then it was repeated by the other. By the end of the conversation it had become a rallying cry, putting a fine focus on our business offering.

It’s amazing what a few days off can do for our creative mind’s ability to speak, hear and recognize things of value.

More to come.

Simple strategies for crowd alchemy

Spark a conversation with the right people: Some people don't see the lion in the sidecar. Some people do. Those are the people who will remember it and talk about it. Now imagine a brand is the lion.

Walk the talk: Call it Open Source, Crowd Source, Communal Creativity, the idea is the same. The company Equiposition is looking to the community to share in creating a service for modern marketers. They're looking to answer the quesion: Will the idea of a trust community be flexible enough to encompass the free sharing of ideas to create a company?

The truth shall set you free: There are groups/tribes of people who are either willing to embrace change, yearning to keep things like they were or are unable or unwilling to move because they feel the train may have already left the station. The same groups could have subsets based on integrity. Those willing to change are unafraid to tell the truth about a brand experience. Those who yearn to keep the status quo may be concerned that being honest might invite negative comments, crowd-sourcing might lead to clients running stupid advertising or worse yet cost-effective, intelligent competition. Those who feel they're being left behind may not be sure how to discern integrity in the chaos of the explosion of words around them. The news that Unilever has dropped Lowe in favor of IdeaBounty for ad ideas for Peperami is an exciting public test for where one will pitch their teepee. Especially telling, as always, are the comments. Read more here

Pay it forward: Since the consumer is the new marketing manager, they should be rewarded for raising awareness of a brand. Creating an intelligent conduit for the flow of currency from the brand to the consumer should be part of the new economy. You no longer have to be an ad creative to get paid for sharing your thoughts and ideas with a marketer. It's the democratization of creativity, that's all.

Comments encouraged.

Putting a great message where the audience will see it

From Ad Age: How Demand for Digital Experiences Is Transforming Our Physical Spaces



Livestrong Chalkbot: As part of Lance Armstrong's return to the Tour de France and his Livestrong organization's mission to cure cancer, Nike commissioned the Livestrong Chalkbot. Created by DeepLocal and StandardRobot, the Chalkbot enabled thousands of people to have their messages (submitted digitally) chalked along the route of this year's Tour.

Animation + Music + Self-deprection = Cajones + Awards

Some old-school fun that took honors at the Creative Circle Awards.



Best Animation
Title: Unboxed
Client: Audi UK
Product: Q5
Agency: BBH
Creatives: Joakim Saul/Maja Fernqvist
Creative Directors: Nick Kidney/Kevin Stark
Producer: Olly Chapman
Production Company: Passion Pictures/1st Avenue Machine
Directors: Aaron Duffy/Russell Brooke
DOP: Tony Brown
Production Co,Producer:Belinda Blacklock
Animation: Aaron Duffy/Russell Brooke

Robert McGinnis - the man behind the covers

Mother London has launched a campaign for Stella Artois 4% that uses Robert McGinnis' illustrations in a way that makes me even hungrier for my youth. There were many times that I meandered through a stack of paperbacks in someone's book shelves and found one of his gems. He's still sketching in pencil and working his pigment to make magic. The video is a trailer for a documentary about the master. The music reminds me of the records my parents used to play on the hi-fi when the sun was going down and the martinis were coming out of the freezer. Enjoy.

It Crackles

Been watching a lot of changes take place in the video-to-web world. We humans really like the moving pictures. While there are a lot of outlets for entertainment, one of the best seems to be Crackle. Backed by Sony, and chock full of classic, current and original content, this site could be the future of “television.” Yes, there are pre-roll ads, but most of them are interactive so the entertainment starts even before the show. And yes, there are some banner ads, but they aren't too intrusive. There is a lot that can be done with something as powerful as this. One is to get the word out that it’s there. Reading the blog, it appears there have been quite a few contests made, inspiring animators, short film makers and up and coming comedians to submit their videos and win some cash. What they need now is a talented, creative marketing manager to light the booster rockets and get this thing into the mass market stratosphere. Sounds like a dream gig to me.

Sound of Music - Central Station Antwerp (Belgium)

Station take-overs are not new, but these Flemish folks add some new elements that make it even more fun. So I'm a softy. Like that's a news flash.

This came from a member of the Angel City Chorale to my beautiful songbird wife who has been mastering the art of do, re, mi like a champion. If you really want to have some fun sing do, mi, so, ti, do in key. Good luck.

VizThinking as only The Onion can.

Here’s one for all of us VizThinkers. Sometimes words just get in the way.
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