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DAY 5 | JUNE 20, 2013ma title. Click to edit me.
SAATCHI & SAATCHI NEW DIRECTORS' SHOWCASE
This was one of my favorite seminars at Cannes. It began compating Memes to Genes with a trippy, 3D like video and then segwayed into a stream of thought provoking, gut wrenching, disturbing, funny videos that did an effortlessly perfect job of evoking emotion. I posted the link to watch it because there is no way to put it into words, you just have to SEE IT FOR YOURSELF.
GREY MUSIC SEMINAR WITH LOU REED
VIRAL ADVERTISING VIA AD SYMBIOSIS
A FIRESIDE CHAT WITH DAVID KARP
FINDING YOUR BRAND'S VOICE
FUTURE LIONS AWARDS
David Karp seemed like a very down to earth guy. He started off talking about Tumblr. He said that one of the focuses was to avoid negativity from the way comments are shared to the personalized and long process it takes to message another user. Also, the stats aren't shared with the world so it takes the pressure off of posting your ideas.
BRAND PULSING. you see the coca-cola logo 7 times throughout the video but it is not intrusive.
Teixeira has analyzed ads using eye tracking. He found that the brand logo (no matter liked or unliked) is what makes people stop watching an ad. People have an aversion to be persuaded and when the brand apears it is assumed someone is trying to sell you something.
To retain their attention...
1. BRAND PULSING
2. HUMOR (people are more likley to view shocking humor but more likley to share pure humor)
To trigger sharing...
1. EMOTIONS
2. BRAND ATTRIBUTES (do you like the brand)
3. SELF-INTERESTED and EXTROVERTED PEOPLE are most likley to share an ad
4. AD SYMBIOSIS (make sharing the ad beneficial to the consumer and their sharing of the ad will benefit the brand)
"It's very strange. I always thought of this as the enemy camp. Now everythings changed. In a world of downloading the only people who will actually pay you for what you did are you guys and now pwople say 'ohh that was a great ad' and before it was 'fucking sell out."' - Lou Reed
We should have kept the original record cover, regardless of what was inside.
The FILO - uncompresses the sound of digital
According to Lou Reed, Kanye West is the only one doing something really interesting in the music industry right now
Advertisers inspire people. Tumblr is a canvas for new forms of art and memes and is open for change.
DON'T FOLLOW the latest tech trend tell them what you need and they will produce it.
APPS RECCOMENDED BY DAVID KARP...
HUBBL
STILLY
They used DR PEPPER 10 to show how important it is for brand voice to be consistant...
THE AD.
THE RESPONSE TO A COMPLAINT.
THREE ELEMENTS OF BRAND VOICE...
1. IDENTITY the perspective from which the brand's story is told
- essence
- personality
- differentiators
- misperceptions
2. AUDIENCE how the brand 's story seen, heard and understood
- customers
- media
- employees
- stakeholders
3. CHANNEL the communication platforms and style from which the brand story is told
- TV Spot
- news release
- speech
- website
FUTURE LIONS IS ABOUT reinventing what's accepted and thinking originally, without fear of failing.
The future isn't about great products, it's about products that just aren't good enough.
BIO NANO DIVISION life as a space for design
- dna creation and printing
