UNSW creative talks

A CHAT ABOUT CAMPAIGNS

WITH SCOTT DEAKIN CREATIVE DIRECTOR

Y&R GROUP

I can’t teach you how to be a Creative*.

You either shit out ideas or you don’t, it’s that simple.

*Be the guy/girl who thinks of the big idea

I can’t teach you how to be a Creative*.

You either shit out ideas or you don’t, it’s that simple.

BUT....

Everyone is creative

Q: SO, WHAT IS A CAMPAIGN?

Q: SO, WHAT IS A CAMPAIGN?

A campaign is a series of ads that make up a concept/idea, i.e an idea that has more than one execution (three or more)

This is perceived to be harder to create than a one-shot idea

THE ONE-SHOT VS THE CAMPAIGN

This doesn’t mean the one-shot has less impact than a campaign, lets have a look at the differences

THE ONE-SHOT

NIkes Lance Armstrong ad for the Tour De France

THE CAMPAIGN

Guinness extra cold ads

THE CAMPAIGN

Steer clear of the SATT (same ad three times)

HAVE YOU HEARD OF THE INTERNET?INVENTED BY GEEKS FOR GEEKS TO WATCH PORN.

A ONE-SHOT CAN DO WONDERS FOR A BRAND

3 TIPS FOR CREATIVES

• Keep it simple stupid (kiss)

KEEP IT SIMPLE STUPID (KISS) The post-it note test

Client:

KEEP IT SIMPLE STUPID (KISS) The post-it note test

Strategy planner:

KEEP IT SIMPLE STUPID (KISS) The post-it note test

Creatives:

3 TIPS FOR CREATIVES

• Keep it simple stupid (kiss)

• Don’t be afraid of the stupid idea

3 TIPS FOR CREATIVES

• Keep it simple stupid (kiss)

• Don’t be afraid of the stupid idea

• Follow the 1 in 10 rule.

Q: SO, WHAT IS AN INTEGRATED CAMPAIGN?

An integrated campaign is a series of ads that make up a concept/idea across multiple mediums.

INTEGRATED VS THE CAMPAIGN

A campaign will have more longevity but an integrated campaign will create more brand awareness because it has the power to reach more people.

OLD SPICE CAMPAIGN

• Converted female to purchase for their men

OLD SPICE CAMPAIGN

• Converted female to purchase for their men

• made old spice cool again (if it ever was)

OLD SPICE CAMPAIGN

• Converted female to purchase for their men

• made old spice cool again (if it ever was)

• the social element gave the campaign a new lease of life

DUMB WAYS TO DIE

• Uses a different strategy for a public announcement ad

DUMB WAYS TO DIE

• Uses a different strategy for a public announcement ad

• uses some old-school creative tools to make the ad stand out

1. Jingle

2. Characters

3. funny animation

DUMB WAYS TO DIE

• Uses a different strategy for a public announcement ad

• uses some old-school creative tools to make the ad stand out

• adaptive for every medium

a

see yourself in the uniform

CONCEPT ONE

RESPONSIBLE

CONFIDENT

COMPASSIONATE

CONCEPT ONE TVC

CONFIDENT

COMPASSIONATE

RESPONSIBLE

1

5

2

6

3

7

4

CONCEPT TWO

CONCEPT TWO

CONNECTS TO TESTIMONIALS

WHAT DO YOU DO?

OPTION ONE... OPTION TWO...

Leader

Tenacious

YOU’VE ALREADY GOT WHAT IT TAKES.

Assertive Compassionate

1

5

9

2

6

10

3

7

4

8

CLICK HERE TO FIND OUT WHAT IT’S LIKE TO BE A POLICE OFFICER

Option 1: Calm onlookers (Communicator) Option 2: Disperse crowd (Leader)

4 STORIES, 17 FILMS, CHOOSE YOUR OWN ENDING AND SEE YOURSELF IN THE UNIFORM.

a

a

A bespoke campaign site was designed to tell the two stories to ask the viewer:

What would you do?

We used youtube annotations to create a story where the ending is determined by the viewer

a

a

A series of web testimonials were produced to show what life is like once you’ve join the police.

we used the officers that featured in the youtube ads to create a real connection with the stories

a

campaign Results

1.4m impressions on the website

visitors stayed on the site longer due to the video content

Traffic to the website and applications has increased overall 40 percent.

THANKSfollow me on twitter @scottdeaksor connect with me on Linkedin for

more insightful ramblings

ANY QUESTIONS?