Introduction digital brand creatives 2013
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INTRODUCTION, ORGANISATION
& FIRST
CONVICTION
BRAND, DIGITAL AND CREATION
JANUARY 2013
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WELCOME !
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WHAT IS IT ALL ABOUT ?
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IT COULD BE ABOUT
CREATION AND DIGITAL…
h-p://www.youtube.com/watch?v=D7o7BrlbaDs#t=0m20s
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IT COULD BE ABOUT BRAND
AND CREATION…
h-p://www.youtube.com/watch?v=7udQSHWpL88&feature=player_embedded
h-p://www.youtube.com/watch?v=yxWvgASA_Q4&feature=player_embedded
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OR ABOUT BRAND AND DIGITAL…
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BUT IT IS ABOUT MIXING THE 3
OF THEM
h-p://vimeo.com/37728544
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OUR GOAL THIS SEMESTER
CREATIVE
DIGITAL
BRANDS
OUR CONVICTION: THE KEY IS TO FIND
IN THE HUMAN FACTOR
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WHO ARE WE (TO DO SUCH A
THING) ?
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OBVIOUSLY NOT THOSE WHO
WERE CHOSEN FOR THEIR ENGLISH,
SORRY.
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BUT A GROUP WITH SIGNIFICANT
EXPERIENCE IN DIGITAL,
ADVERTISING, HUMANITIES,
TECHNOLOGY AND CREATION
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WHAT DO WE WANT TO DO WITH YOU?
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EXPLORE 3 TOPICS
DIGITAL HUMANITIES
DIGITAL BRAND
STRATEGY
DIGITAL CREATIVITY
& INNOVATION
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DIGITAL HUMANITIES
Date Subject 22.01.13 Collec2ve session:
Lecture and lecturers presenta2on – seminar organisa2on – first explora2on of the « human digital » point of view.
29.01.13 Collec2ve session > Digital new rules: Supernow/Hyperlocal + Brief case study Absolu2on
05.02.13 (2 groups)
Digital review Debate: Digital technologies are changing our rela2onships – from the destruc2on of private life or honesty needs transparency + 4 Cases study presenta2on + Final debate
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DIGITAL BRAND
STRATEGY
Date Subject 19.02.13 Collec2ve session / How
brands will be get dissolved by digital? Are the brands loosing their own iden2ty? “Your brand is what Google says your brand is, not what you say your brand is” C. Anderson /// Do VS Say + Rise of the genuine digital brands
26.02.13 (2 groups)
Digital review Debate > Social media strategy: Ego branding and e-‐reputa2on: Is Internet changing us into brands? Or should the brands be more human?
12.03.13 (2 groups)
Digital review Prac2cal session / The UX tools = persona +user journey + various tools
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DIGITAL CREATIVITY & INNOVATION
Date Subject 19.03.13 Collec2ve session /
Digital crea2vity: The fruiful conversa2on between technology and crea2vity – exploring the crea2ve technology challenges (Internet of things)
26.03.13 (2 groups)
Digital review Debate / What will the future look like? Believers VS Cri2cizers + the utopia of transhumanism / death is dead
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LAST SESSIONS: EXAMS & WRAP UP
Date Subject
02.04.13 Presenta2on (3 groups) -‐ Case study Absolu2on
09.04.13 Presenta2on (3 groups) -‐ Case study Absolu2on
16.04.13 Final session / synthesis and conclusions
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WHAT ARE YOU EXPECTED TO
DO?
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RESPECT THE RULES
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RESPECT YOUR GROUPS
Groupe 1
ANUMUDU, Ozinna ARLUNNO, Ines ASHOUR, May
CHAFFAUT, Nadège CHAVANE DE
DALMASSY, Alexandra CHEN, Zimo
GUEROUT, Tiphaine HU, Feining JO, Junhyon
LASSUS, Estelle LEAL SCHAER, Marina
LI, Yiwen MASMEJEAN, Louise MORITZ, Paloma SHAIKH, Neha
VINAY, José Sergio VOINEA, Andra YANG, Chunjiayi
Groupe 2
ABABATAIN, Norah ACHART, Isabelle
AL MAHMOUD, Abrar BAHR, Céline CHEN, Li2ng CHO, Yee
COUDERC, Mathilde DUMITRESCU, Nora LAUK, Andreas LEJARD, Julie LI, Mengying LU, Lanyao
MATHOU, Alexandra SAVOCA, Gabriele
SHIN, Jihyun SITES, Mariel
VIJAYKAR, Sneha WANG, Hsing-‐Yi
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Date Group 1 Group 2
22.01.13 Lecture 29. 01.13
Lecture
5 .02.13 (2 groups)
Debate Debate
12.02.13 (2 groups)
Prac2cal session Prac2cal session
19.02.13 Lecture 26.02.13 (2 groups)
Debate Debate
12.03.13 (2 groups)
Prac2cal session Prac2cal session
19.03.13 Lecture 26.03.13 (2 groups)
Debate Debate
2.04.13 Oral Case study
9.04.13
16.04.13 Final session / synthesis and conclusions
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#1 THE DIGITAL
REVIEW
10% OF THE EVALUATION
Press / digital review: digital communicaVon / facts news Individual review of digital related topics to be presented in a short talk (5 mn max) The arVcle / document / photograph is to be accessible for the enVre group (through a link or a photocopy or any other copy)
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Date Group 1 Group 2
22.01.13 Lecture Lecture
29. 01.13 Lecture Lecture
5 .02.13 (2 groups)
VINAY, José Sergio JO, Junhyon YANG, Chunjiayi VOINEA, Andra
SAVOCA, Gabriele LAUK, Andreas WANG, Hsing-‐Yi VIJAYKAR, Sneha
12.02.13 (2 groups)
SHAIKH, Neha MORITZ, Paloma MASMEJEAN, Louise LI, Yiwen
SITES, Mariel SHIN, Jihyun MATHOU, Alexandra LU, Lanyao
19.02.13 Lecture Lecture
26.02.13 (2 groups)
LEAL SCHAER, Marina LASSUS, Estelle HU, Feining GUEROUT, Tiphaine
LI, Mengying LEJARD, Julie DUMITRESCU, Nora COUDERC, Mathilde
12.03.13 (2 groups)
CHEN, Zimo CHAVANE DE DALMASSY, Alexandra CHAFFAUT, Nadège
CHO, Yee CHEN, Li2ng BAHR, Céline
19.03.13 Lecture Lecture
26.03.13 (2 groups)
ASHOUR, May ARLUNNO, Ines ANUMUDU, Ozinna
AL MAHMOUD, Abrar ABABATAIN, Norah ACHART, Isabelle
2.04.13 Oral Case study Oral Case study
9.04.13 Oral Case study Oral Case study
16.04.13 Final session / synthesis and conclusions
Final session / synthesis and conclusions
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#2 THE DEBATE
20% OF THE EVALUATION
Lecture / presenta2on: Group work (3 students) exploring the problemaVc of a digital related topic linked to the current subject of the day. Two groups are expected to present contradictory points of view in order to start a class debate. This presentaVon is to be accessible for the enVre group through a detailed plan, a bibliography/webography.
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Group 1 Group 2 VINAY, José Sergio MORITZ, Paloma
HU, Feining SAVOCA, Gabriele
LU, Lanyao LEJARD, Julie
JO, Junhyon VOINEA, Andra
MASMEJEAN, Louise LAUK, Andreas LI, Mengying
ACHART, Isabelle SHAIKH, Neha
ANUMUDU, Ozinna GUEROUT, Tiphaine
DUMITRESCU, Nora CHO, Yee
SITES, Mariel LEAL SCHAER, Marina
CHAVANE DE DALMASSY, Alexandra LI, Yiwen
BAHR, Céline CHEN, LiVng
AL MAHMOUD, Abrar ARLUNNO, Ines CHEN, Zimo
LASSUS, Estelle ABABATAIN, Norah COUDERC, Mathilde
SHIN, Jihyun ASHOUR, May YANG, Chunjiayi
CHAFFAUT, Nadège MATHOU, Alexandra WANG, Hsing-‐Yi VIJAYKAR, Sneha
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Date Side 1 Side 2 5 .02.13 (2 groups)
Is Internet the end of our private life ?
Is Internet transparency a condi2on to security, honesty and tranquillity.
26.02.13 (2 groups)
Is Internet changing us into brands ?
Are digital brands becoming more « human » ?
26.03.13 (2 groups)
What will the future look like : how technology is going to improve us and our lifes / the death of death.
What will the future look like : how we are going to refuse more technology to avoid a transhumanist totalitarism.
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#3 THE ORAL
CASE STUDY
25% OF THE EVALUATION
Oral Case Study: Group work (around 6 students) -‐ the students will work on a case study based on the situaVon of a real internaVonal client. This recommendaVon is to be presented collecVvely to a jury – during a 20-‐mn presentaVon. This exercise will be a preparaVon for the Wri-en Case Study examinaVon.
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OUR SUBJECT
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OUR CLIENTS
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THE QUESTION: HOW TO BE DIGITAL IN
ASIA
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THE GROUPS
Group 1 Group 2
Group 3 Group 4
Group 5 Group 6
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#4 THE ORAL
CASE STUDY
40% OF THE EVALUATION
Wriren Case Study/final examina2on: Individual work – each student will explore individually a case study – following the path provided for the previous oral exercise. This case study will require to use some previously studied tools and knowledge.
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#5 ATTENDANCE & PARTICIPATION
5% OF THE EVALUATION
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ANY QUESTIONS?