The banner always comes last
Let’s be honest. How many times when we work on an integrated or even on a purely digital campaign we think about online media executions since the very beginning? What’s your answer? I would say never, but ok, let’s go for a “very seldom”. Weird but true (in 2009), banners always come at the end of the creative process. Usually we are out of time and out of money to produce them and we end up with executions that even when they are good, they could surely have been better, and in particular they could have been more integrated with the campaign idea.
This is why I loved the Tiger Woods rich media by Freestyle Interactive that was shared last #interactivemonday.
You can experience the banner on Bannerblog, make sure to click through and enjoy the show ’til the end.
It is a rare example of a banner that has been thought, scripted and filmed while the main campaign was created. Also I think they did a great work managing Tiger Woods. I can tell you out of personal experience that getting an athlete or a celebrity to act for you for a “banner” (!!) it’s an almost impossible task, even if you pay him a lot of money for the appearance!
Last but not least a question to you, to understand if I was wrong with the assumption I started this post with: do you think of online media since the beginning of the creative process or does it come at the end? I suspect that very often you are handed with an offline idea from the offline/traditional agency that you are asked to convert and make it work online… Anyway, I look forward to hear from you!