Big Ideas win. Good ads don't.
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BIG IDEAS WIN. GOOD ADS DON’T. TRIMTAb ™
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Transcript of Big Ideas win. Good ads don't.
BIG IDEAS WIN. GOOD ADS DON’T.
TRIMTAb™
TRIMTAb™
TRIMTAb™
“ Having been a creative director at an agency that was hiring, I remember
wanting to recruit only the most techno-geek-out, mobile-ready, code-slinging
Web brats I could find. On the other hand, I wanted writers or art directors
who knew how to take a blank sheet of paper and make something interesting
and beautiful happen. The place where these two skills overlapped was the
sweet spot. The ones who can do both of these things.
They’re the creative of the future.”
Luke Sullivan
A BRIEF HISTORYOF THE INTERNET
#Comedycentral1972 THE FIRST EMAIL IS SENT
QWERTYIOP
#Comedycentral1991 THE FIRST WEB PAGE IS POSTED
1992THE FIRST PICTURE IS UPLOADED TO THE WEBE INTER-NET
1994THE FIRST BANNER AD IS POSTEDF THE INTERNET
1998 THE TERM WEB 2.0 IS COINEDNTERNET
2005THE FIRST YouTube VIDEO IS POSTED IN-TERNET
#Comedycentral2006THE FIRST TWEET IS WRITTENHE IN-
“OUR OFFICIAL CULTURE IS STRIVING TO FORCE THE NEW MEDIA TO DO THE WORK OF THE OLD.” Marshal Mcluhan
TRANSPOSING ADVERTISING’S CLASSIC NARRATIVE TO THE WEB
TWITTER IS A PLATFORMNOT A CONCEPT
THIS IS NOT A CONCEPT
THIS IS A CONCEPT
CREATE SOMETHING SO INTERESTING THAT IT BECOMES A DESTINATION
A BRAND ISN’T WHAT A BRAND SAYS BUT WHAT IT DOES.
AFTER WHAT YOU’VE FIGURED OUT WHAT YOUR BRAND NEEDS TO SAY...
...FIGURE OUTWHAT IT NEEDS TO DO.
START A CONVERSATION
CREATE ATRANSMEDIANARRATIVE
CREATE IDEAS THAT LET PEOPLE CREATE THEIR OWN IDEAS
CREATE AN EVENT. THEN TELL THE WORLD ABOUT IT.
SHAPE THE CONTENT NARRATIVE WITH STORY-ASKING, NOT JUST STORY-TELLING
ESTABLISHWHAT KIND OF COMMUNITY YOUR BRAND’S BEST SUITED FOR
• spectators - people who read or watch
• joiners - talkers
• creators - user-generated content
• critics - post comments
• collectors - study things and stay on top of trends
NEW MEDIA ISN’T ALWAYS DIGITAL MEDIA
CREATE SITUATIONS THAT ACT AS A CATALYST FOR AUTHENTICHUMAN EMOTION
BIG IDEAS WIN. GOOD ADS DON’T.
Lee Clow
