Post on 26-Aug-2014
description
@CLIOAWARDS @FARIS
A FUNNY THING HAPPENED ON THE
WAY TO THE AWARD SHOW...
Tuesday, February 7, 2012
WELCOME FROM THE CHAIRMANTuesday, February 7, 2012
Tuesday, February 7, 2012
“Awards are a publicity stunt” Tony Randall
[That’s a good thing!]
Tuesday, February 7, 2012
REPUTATIONPRIDE
PACKAGING & MERCHANDISING
TALENTEFFICACY!
Tuesday, February 7, 2012
The research shows that “Ads that win creative awards are 11 times more efficient at
delivering business success than those that don’t”.
So rejoice in the awards! For the best, most awarded work, works best.
Tuesday, February 7, 2012
HOW TO MAKE GREAT CASE STUDIES
OBJECTIVE/ PROBLEM TO SOLVEAUDIENCE + CONTEXT
INSIGHTSTRATEGIC SOLUTION
EXECUTIONIMPACT
In fact it’s just like any other kind of work because...
Tuesday, February 7, 2012
A CASE STUDY IS ADVERTISING FOR
ADVERTISING
Tuesday, February 7, 2012
AUDIENCE
Tuesday, February 7, 2012
Tuesday, February 7, 2012
YOU
Tuesday, February 7, 2012
CONTEXT
Tuesday, February 7, 2012
3-5 DAYS10 HOURS A DAY
HUNDREDS OF VIDEOSINTENSE FOCUS
DESPERATE FOR A LAUGH
Tuesday, February 7, 2012
WINNING
Tuesday, February 7, 2012
NOT GOODDIFFERENT
NOT GOODNOT DIFFERENT
GOODNOT DIFFERENT
GOODDIFFERENT
Tuesday, February 7, 2012
PINK PONY
http://vimeo.com/35698258
Tuesday, February 7, 2012
THIS IS A MOVEMENT
Tuesday, February 7, 2012
THIS IS A JOKE
Tuesday, February 7, 2012
DON’T SAY YOU ARE FUNNY - BE FUNNY
Tuesday, February 7, 2012
HUMORIS
GREATTuesday, February 7, 2012
AVOID
CLICHÉ{marketing jargon/nonsense}
Tuesday, February 7, 2012
{CATEGORIES}• WHERE DOES IT FIT? [IF YOU AREN’T SURE - ASK]
• CAN IT FIT IN SEVERAL?
• ARE YOU WILLING TO COMMIT TIME AND RESOURCES? {DIFFERENT CATEGORIES HAVE DIFFERENT CRITERIA]
• IS IT AS GOOD AS LAST YEAR’S WINNERS?
• IS IT A CURRENT HOT TOPIC?
• DO YOU HAVE HEART FOR IT? WILL THAT SHOW?
Tuesday, February 7, 2012
CONTENT & CONTACT“ground breaking
executions or campaigns
that...
minimize or eliminate the barrier between the content and the target audience,
bringing the user into direct contact”
Tuesday, February 7, 2012
DIRECTIONAL MUTATION
Tuesday, February 7, 2012
WATSONhttp://vimeo.com/24430881
Tuesday, February 7, 2012
OTHER VOICES HAVE
POWERTuesday, February 7, 2012
INTEGRATED“at least 3 different media”
[btw its not ‘mediums’]
Hygiene Better Awards
LOOK +
FEELTHOUGHT
Functional“TransmediaEcosystem”
Consistency through...
Tuesday, February 7, 2012
SYSTEM DESIGNTuesday, February 7, 2012
DECODED
http://vimeo.com/35698139
Tuesday, February 7, 2012
MAKE IT FUN TO WATCH
[DRAMATIC, EXCITING, THRILLING - EMOTIONS YAY!]
Tuesday, February 7, 2012
YELLOW CHOCOLATE
http://vimeo.com/36312820
Tuesday, February 7, 2012
ADVERTISING PEOPLE WILL PAY FOR IS COMPELLING
Tuesday, February 7, 2012
BE AS SUCCINCT AS POSSIBLE BUT NO
MORE
Tuesday, February 7, 2012
WHAT’S THE BRIEF? IDEAS FOR A REASON
THE STRATEGIC SOLUTION
WHAT’S INTERESTING ABOUT THE IDEA?
DID IT EARN ITS OWN ATTENTION?
MAKE SURE YOU HAVE RIGHTS FOR EVERYTHING IN THE VIDEO: FOOTAGE / MUSIC
HYGIENE STUFF:
Tuesday, February 7, 2012
PRODUCT MARKETING
ADVERTISING TECHNOLOGY
TOOLS+CONTENT Integrated is good
blurry is greatTuesday, February 7, 2012
PLATFORMSIDEAS OTHERS CAN BUILD ON
Tuesday, February 7, 2012
PAY WITH A TWEET
http://vimeo.com/36312781
Tuesday, February 7, 2012
CHARM THE JURY
Tuesday, February 7, 2012
DON’TLIE!
WE HAVE INTERNET ACCESS...Tuesday, February 7, 2012
NUMBERSVS
IMPACTTuesday, February 7, 2012
Tuesday, February 7, 2012
DO: CONSIDER THE AUDIENCE AND THE CONTEXT
DO: LET OTHERS TELL YOUR STORY
DO: APPEAL TO HEART AND MIND
INSIGHT>STRATEGY>IDEA
Tuesday, February 7, 2012
DON’T: USE JARGON OR CLICHE
DON’T: LIE. SERIOUSLY.
DON’T: MAKE IT HARD TO LIKE THE IDEA
Tuesday, February 7, 2012
A FINAL FAVORITE...
Tuesday, February 7, 2012
MAGIC SALAD PLATE
http://vimeo.com/36349410
Tuesday, February 7, 2012
HOW MANY THINGS IT DOES RIGHT:
STRATEGIC SINGLE USE OF PR COVERAGE
NO JARGON
FUNNY/ CHARMING/FUN TO WATCH
BEHAVIORAL & CULTURAL INSIGHT
A CONSUMER PROBLEM TO SOLVE
SIMPLE STRATEGIC SOLUTION
ADVERTISING PEOPLE PAY FOR
FUNCTIONAL INTEGRATION
LET OTHERS TELL YOUR STORY
THINGS THAT RHYME
SIMPLE COMPELLING BUSINESS RESULTS
Tuesday, February 7, 2012
THANKS!
@FARIS
Tuesday, February 7, 2012