just getting started here in Banff in the theatre...
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Interactivity, Creativity & Web Domination - Keynote
In Partnership with: Casale Media
Join Janet Kestin, Chief Creative Officer of award-winning Ogilvy & Mather Toronto, who helped produce some of the Web's most talked about interactive ad campaigns, propelling brands into worldwide consciousness. (Just check out the cheeky Diamond Shreddies Campaign for Kraft, or the interactive film for female 20 something's Waking Up Hannah.) Get your creative juices flowing and listen as Janet explains how digital media is changing the nature of creative output. Learn the underground tricks of the trade when it comes to creating interactive digital media campaigns.
* What do you have to do to entice people to experiment with media?
* Is there a prescription for creativity when it comes to digital media?
* How do you create an interactive experience that doesn't break the narrative?
* Can you ever ensure that content will go viral?
* What would you list as your top 5 creative campaigns?
Partner Introductions:
Alex Gardner, Director - Public Relations - Casale Media
Speaker
Janet Kestin, Co-Chief Creative Officer - Ogilvy Toronto
@techvibes has followup notes from the event here:
bit.lysome of the twitter comments from this morning
so totally agree - need coffee badly
keynote this morning: Janet Kestin - Co-Chieft creative officer - Ogilvy toronto
live blogging the keynote on day 3 for #nextmedia:
bit.lyis not a web native... comes from a trad. org... but is a convert to the energy and passion
webbies... struck by how few ad. agencies are presented there
feels there is a blank space between ad agencies and digital companies
if agencies are missing the space, dig. companies are missing the brand and the storytelling
quoting someone else - up to now the digital relm has been space of the scientists and we are only just getting the story-tellers into the space
references middle earth - views the web as middle earth
used to think of web as a medium (a space or channel where you put things) - now thinks of it as an extra room in her house
for her, this was a radical shift... in agency land that shift is what is producing the most radical smashing together of stuff
example: dove campaign for real beauty
goal to change definition of beauty
the campaign started in canada with just billboards (outdoor) -
close ups of women of non-traditional beauty and invited people to join the debate - provided an url...
on gartner in toronto, the billboard was live... stuck in traffic, you could vote and see how your vote affected the results on the outdoor board
dove was not so concerned with the actual results, but very interested in the engagement of the audience (my parse)
rolling some video - dove ad where they make over the model in stopmotion from natural look to model and then use photo manipulation to "adjust" the boty...
sorry - missed the end tag line - but call to action for girls to get involved with a self esteem organization
to this day the most scene piece of viral branded content in existence... seen roughly 300 mil times... we based only
campaignforrealbeauty.com site crashed almost immediately.. world-wide exposure for a campaign targeting just canadian girls for a canadian program
roi greater than an ad created and run on the superbowl
risky for clients NOT to put something on tv
two years ago, when they created that campaign (called evolution) they still considered web as a medium
\
then, last year, dove launched a series of products for younger women - never created products for that audience or advert. to them
idea : interactive online romantic comedy film
waking up hanna - some details:
creativity-online.comrunning clip from waking up hanna
the film was designed to target 20 yr old women
designed to lifes little pressures in perspective (blind date., difficult boss)
this is a make your own story structure
film unfolds in 19 dif. ways with 7 dif. endings
15s movie trailers, blogs, facebooks and other traffic drivers to bring people to the experience
www.wakinguphanna.com
evolution was not thought of as an ad... no product placement... hanna is and involves product content as an inherent component.
the new creativity is about making groups of enthusiasts active
the role of creativity, the importance of a brand voice as we merge her work with digital world's offerings, and the need for faith
hanna was an experience and an idea that promoted action: tasks can take many forms, entertainment, co-creation (look to the reskinning of the new computer in the story)
Tom
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