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Interactive Christmas with W+K, HOST and IdeaWorks

on December 19, 2011 by Tim comments

This Christmas the theme among agencies seems to be connecting the physical with the virtual. Have a look at these examples by Wieden + Kennedy, HOST and IdeaWorks. Klick and tap around for some festive songs and cheerful interactivity. Read more…

File under: host, ideaworks, wieden + kennedy

Advent calendar: Laura Jordan

on December 21, 2007 by Martina comments

Today, our very special guest is Laura Jordan, Head of Art at Glue London. 1) Which is the digital project that impressed you more this year and why? I absolutely love Get the Glass – it did the unthinkable and really ate at my time… 2) In your job, which is the most important thing you learnt this year? That you need to be totally committed to research and development – you need take on an exploratory attitude in order to remain sharp. Also, that change is the lifeblood of our industry and you have to embrace it… 3) As a digital marketer/creative person what’s on top of your agenda for 2008? Top of my list for 2008 is to make sure we stay focussed on ideas… but in terms of media/execution the world of physical computing really excites me!

Advent calendar: Nicholas Gill

on December 15, 2007 by Martina comments

Time to visit London again, this time to have a quick talk with Adverblog’s friend Nicholas Gill, Business Partner at OgilvyOne Worldwide and blogger himself at [Bluurb] 1) Which is the digital project that impressed you more this year and why? I love the VW Night Driving campaign as it’s a great example of the “360″ brand experience but also capitalises on and openly embraces user generated content: creating your own edit of the excellent TV ad using jumpcut and also creating or looking at great night drives from around Europe with a Google Maps mash up. Really taps into the brand promise of the Golf. 2) In your job, which is the most important thing you learnt this year? That being part of the social media landscape is a fundamental basic before you even start to help clients with strategic direction. How can you have a sensible conversation on the merits of the big shiny object syndrome if you’ve never experienced and participated in Second Life, Twitter, the blogosphere etc. As Kevin Keegan once said, “you can’t win the raffle if you don’t buy a ticket.” Don’t just talk, act.

Advent calendar: Christophe Martin

on December 14, 2007 by Martina comments

We are back in France on this cold Friday afternoon, to meet with Christophe Martin, creative director at PublicisNet and founder of Computerlove (the site we all love 1) Which is the digital project that impressed you more this year and why? I enjoyed the works of Yugop for the Uniqlo brand, the global thing done for the Sony Bravia, the Dove and the Diesel Heidies campaigns, to name a few. This are all successful, smart and well produced, i can’t ask for more ! 2) In your job, which is the most important thing you learnt this year? Content is king. Experience is queen.

Advent calendar: Heike Brockmann

on December 13, 2007 by Martina comments

Today for our daily Interactive Advent Calendar interview we visit Germany, where we meet Heike Brockmann, Creative Director at Scholz & Volkmer. 1) Which is the digital project that impressed you more this year and why? “The Chain” for Nikefootball by Framfrab / Denmark. The football comes into the screen from the left and exits on the right – perfect for the endless chain, perfect for usergen. This is how usergen should be: fast, simple, international, entertaining, fitting the target and the product! I love it, although you can’t call me a football fan at all. 2) In your job, which is the most important thing you learnt this year? Sure everything is still in movement from classic to online and back, and yes we learned a lot about it, this year. But what always impresses me in the end are the people. Get the right people – people who are crazy, weird, stubborn, egocentric, witty, etc. People you love to work with. 3) As a digital marketer/creative person what’s on top of your agenda for 2008? I would love to see more live events on the web – the connection between virtual and real.

Advent calendar: Vincent Thome

on December 12, 2007 by Martina comments

We’re back in Europe today, visiting London to meet Vincent Thome, strategic planner at Tribal DDB London and blogger. 1) Which is the digital project that impressed you more this year and why? Nike Plus was in 2006, right? Then, even if it hard to choose one, I think it will be “Spot the Bull” for Orange. I like how the game created links between the two worlds using GPS technology. I think that it also demonstrates that, in digital projects, creative use of technology is as important as creative concepts. 2) In your job, which is the most important thing you learnt this year? When people pay attention to or ignore something, attention data can be created. It reflects their interests, activities and values, and it serves as a proxy for their attention. These data are an incredible valuable source of insights. We should continue to educate clients on the value of good measurements and data mining to transform sheets of numbers into powerful insights. I don’t want agencies to become Google or Facebook but we can definitely be better at using data.

Advent calendar: Christina Yu

on December 11, 2007 by Martina comments

Today it’s time to travel overseas to meet Christina Yu, VP and Creative Director at Lowe Roche Canada. 1) Which is the digital project that impressed you more this year and why? First off, the caliber of work digitally is amazing. So much innovations, such great ideas. It’s true i like the Heides campaign. But also love the HBO voyeur screen saver. It felt like contemporary art. too cool. and I just couldn’t stop looking at it. Such complicated details and beautiful art direction. Great idea. 2) In your job, which is the most important thing you learnt this year? Don’t give up. When things get difficult people choose the easy road. It’s been amazing to watch everybody in my agency trying to figure out how to make things work and make thing great. But on the technical side, to treat everything traditionally non-traditionally, because then you’ll get innovation.

Advent calendar: Laurent Buanec

on December 10, 2007 by Martina comments

We start the week in Paris aujourd hui, meeting Laurent Buanec Emerging Media Manager at MindShare France, who shares with us his point of view from the media side. 1) Which is the digital project that impressed you more this year and why? The Simpsons Movie. Doh! I saw little yellow avatars everywhere! Viral strenght of this simpsonize-me application has been huge. How many of yours (or friends of yours) put their simpson avatar on their myspace (or any other social networking sites) profile? Daft Punk: Alive 2007. Clever. It has been embedded everywhere, and particularly on opinion leaders pages. Simple. Innovative. Cool gadget. Fit the target. Fit the “product” environment. Plus this concert was brilliant! DIesel Heidies. And not to be a crawler! That was the ultimate interactive experience. Some never done before. Fun & sexy. Completely matching the audience/target and the brand DNA. 2) In your job, which is the most important thing you learnt this year? This year more than ever I ‘ve learnt to manage the “Employee of the Month” effect. Myspace, Second Life, Facebook … when you go from struggling to demonstrate potential opportunities of a new plateform, to prevent danger of rushing on it without any perspective, before it runs out of fashion and gets burn or forgot … all that in a semester. I’ve also been witnessing a disruption in advertising landscape. Lines are moving. Creative, Media, Interactive agencies and media houses tend to offer more and more same services. Each one is developping fields which used to be exclusive to others. Imagine, it is a little bit like if some web users become journalists, directors, or even content providers! Looks like cards are dealt again, and not only in the public sphere. To be continued…

Advent calendar: Giuseppe Mayer

on December 9, 2007 by Martina comments

Today my guest is also a countryman of mine, Giuseppe Mayer, Managing Director Interactive @ Saatchi & Saatchi Italy. 1) Which is the digital project that has impressed you most this year and why? I would say the Nokia Nonstop Living project and the Wilkinson Fight For Kisses campaign ()… and, of course, Zoogam Even so, I think we’ve still got a long way to go. In Europe – to say nothing of Italy – I can’t see any projects like Nike Plus which is really able to integrate technology, strategy and creativity in a truly innovative way, giving all these elements the same dignity. On the one hand, iì’s a pity, for it means we still haven’t fully understood the potential that digital media can offer us. On the other, it’s a great opportunity for growth, which I believe our clients can’t wait to take up. Let’s get it on 2) In your job, what is the most important thing you’ve learnt this year? I’ve learnt that you can’t play safe – not daring for fear of taking risks is the riskiest thing you can do in this business. We need to go beyond the old models; there aren’t any barriers any more between creativity and media, between online and off-line. There’s no “business as usual” any more, and the magic 30-seconds recipe is just a dim memory – creativity without a strategic lever to direct it and without the technology it needs is just idle play – after a single visit, the users get bored and, basically, clients don’t need it. We have to go out into the field to learn how to use these new tools, how to coordinate them and create the emotional connections that are key to developing a relationship between client and brand, and end up by making it a lovemark.

Advent calendar: Panos Sambrakos

on December 8, 2007 by Martina comments

TIme to move South this week-end to find out the point of view of Panos Sambrakos, Business Unit Director at OgilvyOne Athens. 1) Which is the digital project that impressed you more this year and why? The website of Stella Artois impressed me the most out of anything I’ve seen this year. It totally changed my perception of what a brand site could be like, and how storytelling can evolve nowdays through true interactive video. 2) In your job, which is the most important thing you learnt this year? In 2007 I learned that making a viral is like trying to make a fire on a deserted island without a lighter. There so many things that you need to take care of in order for your fire to catch quickly and spread wild.

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