1.4 Get O ut of Your Minivan and Into O ur Spaceship Get O ut of Your Minivan and Into O ur Spaceship5table of contents 4 Intro 8 Its OK to live in your mothers basement12 If experiences were drugs, wed be in rehab16 Thats too much cleavage, button up20 Smooth talk wont get you laid24 Dont drink the Kool-Aid, make your own28 Open mind, open wallet32 Not your mommas stick figure36 Hate the paper, not the words40 Our life is a 4:4 beat44 Set fire to the hives48 Babel 2.152 Embrace the glitch56 Epilogue

2. 6 Get O ut of Your Minivan and Into O ur SpaceshipGet O ut of Your Minivan and Into O ur Spaceship 7 CONTRIBUTORS Writers DrawersAdam Shigem Chris Dunn Avinanda Mukherjee Dana Centofani Chris Leone Hao Wang Drik Ghosh Jackie JanElizabeth SchererJingxuan YueEvan CaugheyMeagan McNulty Jon LobelloMichael SaiewitzJono DecostaNikola Sudelija Mariah Raspen Yihun Ha Priyanka NigamLexie Yan Silviya KrastevaBella Kuo Todd Buckholt Suzie Wyman 3. 8 Get O ut of Your Minivan and Into O ur SpaceshipGet O ut of Your Minivan and Into O ur Spaceship 9SPECIAL THANKSEditorsDesigners/Art DirectorsTodd Buckholt Evan CaugheySilviya Krasteva Chris DunnMariah RaspenJackie Jan Elizabeth Scherer Hao Wang Adam Shigem This wouldnt have been possible without the following individuals. A special thanks to our video production crew: Max Belin, Forest Lin, and Ryan Whitten. Their hard work was essential to documenting this experience. We extend another thanks Rob Colucci for all of his help with anything we needed. His assistance was greatly appreciated. 4. 10 Get O ut of Your Minivan and Into O ur SpaceshipGet O ut of Your Minivan and Into O ur Spaceship11 PREFACEThis book was conceived, written and produced in three hoursin a class called Strategic Creative Development at BostonUniversitys College of Communication. INTRODUCTIONWe are the future of advertising. Over the next few years wewill begin our careers in an industry thats in the midst of adramatic transformation. Technology, social media, collaborativeconsumption, hyper-connectivity and a demand for real timeinteractivity have changed everything. The work. The teamsthat make it. The briefs that inspire it. And the advertisingagencies themselves. The pace of change will only accelerate. Heres what we can bring to push it along. 5. 12 Get O ut of Your Minivan and Into O ur Spaceship Get O ut of Your Minivan and Into O ur Spaceship13Okay, so no one wants to hire a lot of us after graduating.Now some of us have ended up moving into our mothersbasement. Were broke and shit out of luck. Might as wellgive up on any dreams of working in advertising, right?Give up and get some crappy used car salesman job. But what if our mothers basement is our first stepto greatness? Some of the greatest things have come outof basements. Many of the most successful agencies inthe world have started out of homes. Kaplan Thaler,for example, began in a small brownstone apartment.Everyone has to start somewhere. 6. 14 Get O ut of Your Minivan and Into O ur Spaceship 15 Get O ut of Your Minivan and Into O ur Spaceship We have to think about why we are in this situation and grow strong from our early challenges. The greatest thing about advertising is that people come from all kinds of backgrounds. Its this pay-it-forward industry, where people want to help. We may be at the bottom right now. But dont worry, well climb out and keep on going. 7. 16 Get O ut of Your Minivan and Into O ur Spaceship Get O ut of Your Minivan and Into O ur Spaceship17We seek out new experiences like junkies. We constantly seekour next fix because we have an addiction that can only besatisfied by living. Were always reading, meeting new peopleand traveling to new countries. Never happy with what weknow, we always want to know more. This addiction gives us a breadth of character, a well-rounded outlook that leads to an unparalleled creativity.We can take a little bit of this and a little bit of that andsynthesize it into something remarkable. 8. 18 Get O ut of Your Minivan and Into O ur Spaceship19 Get O ut of Your Minivan and Into O ur Spaceship We are skydivers, quilters, painters, runners, travelers. Each of us is the sum of all our experiences. And when we come together, as teams,collaborators and sharers, the possibilities are endless. So watch out. Experiences are our drug and were gonna get our fix. But in the end they wont leave us dazed and confused. Theyll make us sharper and more focused. 9. 20 Get O ut of Your Minivan and Into O ur Spaceship Get O ut of Your Minivan and Into O ur Spaceship21Advertising needs to have a little less flash and a little moresubstance. After all, too much flash can be blinding. Letsco-exist and co-create. Lets get humble. Meet Xavier, hell ask you to call him X. Hes the newadvertising intern clich. A few experimental choices makehim think that hes seen it all, been there, done that. And helets you know it. Now meet Johan, hes an executive creative director, and hesearned his corner office and the right to wear that beret in 2013by burning midnight cigarette butts through the 80s. Hes fromthe days when advertisers were the ultimate social players. Butthen digital came onto the scene, and geeky became sexy. So now when X meets Johan, in an advertising environmentcharged with egos and the constant need to face-off, tensionis an obvious by-product. 10. 22Get O ut of Your Minivan and Into O ur Spaceship23 Get O ut of Your Minivan and Into O ur Spaceship Lesson learned... As the next generation of ad men, we need to think straight, and be humble. We cant act stupid or bigger than we are. But we need the veterans, too. To pass us the baton, and nurture our young talent so we can become tomorrows creators. Together, why not learn from each other and not waste time flashing our egos or simply calling attention to ourselves. 11. 24 Get O ut of Your Minivan and Into O ur SpaceshipGet O ut of Your Minivan and Into O ur Spaceship 25Dating is a form of advertising. You dress yourself up, slickback your hair, and have a compliment ready to go when youpick them up at the door. You make yourself look as good aspossible in the hope that they will buy your product. They are the consumer, and you are the brand. But itsnot enough to just say things about yourself. Consumersare savvy. Theyve heard it all before and theyre skeptical.Sure, you may get a kiss at the door, but before they let youinto their bed, you need to prove yourself. And words arentenough. Consumers today want real value, not pick-up lines. Theywant to see what your brand can do for them. They wantconnection, utility, and a reason to believe your claim. In thedating world, smooth talk is your tagline. Its snappy, 12. 26Get O ut of Your Minivan and Into O ur Spaceship Get O ut of Your Minivan and Into O ur Spaceship 27 enticing, maybe even sexy. Its good for drawing them in, but if you dont deliver theyll be quick to leave you for the next person who talks a big game. Consumers have grown up with plenty of empty talk. Theyve been on plenty of bad dates, and now, they want to settle down, find a brand they can actually spend some time with. We understand this. Weve been on plenty of bad dates, too, and we dont want anyone else to suffer. Its this perspective that will allow us to truly connect with consumers. To give them what they want. To show them that brands are worth their time. To prove that we mean what we say. Were pretty good at smooth talk, but were even better at sealing the deal. 13. 28 Get O ut of Your Minivan and Into O ur SpaceshipGet O ut of Your Minivan and Into O ur Spaceship 29Please, dont drink that Kool-Aid! You know, the bland, sugary and spiked-with-mediocrityblend that transforms you into a member of the middle. I mean, didnt you enter this industry because you cravedto be original, and knew you could do better than thatcrappy TV spot? But, oh my its so tempting to drink it. And it gets toyour head pretty quickly too, making you think youve donesomething super badass even though all you did was exerciseyour awesome copy-paste abilities. It helped you do thatawesome thing that someone else did. 14. 30 Get O ut of Your Minivan and Into O ur Spaceship31 Get O ut of Your Minivan and Into O ur Spaceship You know what, though? The Internet is a bitch. It will know you drank it. Someone will tweet your cheat move, youll end up on Reddit and die as a bad meme. Would you do that to impress an agency? Youd better not. After all, they hire armies of young people fresh out of college. Us. And, mind you, were perfectly capable of brewing some damn good psychedelic Kool-Aid of our own. So Im going to give you some sharable advice: being fresh is what agencies are hiring us for, and thats what you should want to be too. And that means brewing fresh, original Kool-Aid. 15. 32 Get O ut of Your Minivan and Into O ur SpaceshipGet O ut of Your Minivan and Into O ur Spaceship33On the subway youre reading the New York Times on youriPad. Somebodys written about a new deli opening rightdown the street from where you work. He raves about themost incredible Reuben hes ever eatenthe freshness of thebread, a touch of sweetness in the sauerkraut, how the thickcuts of meat left the author satisfied for the rest of the day.Your mouth is watering. Four hours later, youre at that deli, ordering that Reuben. We can all learn from journalism. Advertisers sell products. Everybody knows that. Butjournalists sell something a little more meaningful thanproducts. They sell ideas. They sell concepts. They sell thetruth. Perhaps most importantly, they sell open-mindedness.And as advertisers, we know that people with open minds,open their wallets. 16. 34Get O ut of Your Minivan and Into O ur Spaceship35 Get O ut of Your Minivan and Into O ur Spaceship If people hate ads because they feel like they too often lie or mislead. A more journalistic approach -- accurate, objective, transparent and honest -- might quell the skepticism. Opening minds and wallets in the process. Maybe we should bring a little more of that to our industry. Open mind, open wallet. 17. 36 Get O ut of Your Minivan and Into O ur SpaceshipGet O ut of Your Minivan and Into O ur Spaceship 37Remember when you first learned to scribble? Probably not,but I bet your mom or dad has that first drawing framedsomewhere and if you asked for it they could pull it out ina hot second. Drawing may be an advantage when it comes to gettingpictures on your moms fridge, but to be an art directorthese days you better know how to turn your images intosomething more. We, as the future art directors, may stilllove our No. 2s but we also have a passion for new ideas,new technologies and new revolutions. 18. 38 Get O ut of Your Minivan and Into O ur Spaceship39 Get O ut of Your Minivan and Into O ur Spaceship We know how to create things. We invent. We build prototypes. We add dimension, visually and conceptually to everything we create. And because we know how to talk to coders, our ideas can actually live in the real world. We take the time to learn how to speak in all languages. Were masters of our own, but respectful of all. After all, advertising is now about creating things. Taking a small idea and making it into a revolution. We are the art directors of the future. Not your mommas stick figure. 19. 40 Get O ut of Your Minivan and Into O ur Spaceship Get O ut of Your Minivan and Into O ur Spaceship 41Words will never die. They move us. They teach us. As writerswe love words. We like playing with the language and makingconnections. We respect the power that words have. Thestrength to breathe life into something dull. The ability to getinto peoples minds and play with their imaginations. However, we are natives. We grew up in the new landscapewhere words take shape as text messages. Words flow in astream. Words appear in new places almost daily. We readthem on our smartphones and stream them to our laptops. We post them on social media succinctly in 140 charactersor less. We can scratch them on sidewalks for passersby.Sometimes we share them on apps that dissolve, taking thewords with them. 20. 42 Get O ut of Your Minivan and Into O ur Spaceship 43 Get O ut of Your Minivan and Into O ur Spaceship But guess what? Words dont need paper. Not anymore. Look at this book. It only exists as a digital file. We dont need the paper when the new world looks like this. Paper cuts our fingers and kills the environment. We love words. Just dont print them out. 21. 44 Get O ut of Your Minivan and Into O ur SpaceshipGet O ut of Your Minivan and Into O ur Spaceship45G ive me a break, echoed Kit Kat in the 1980s. Youcouldnt help but sing along every time it came on thetelevision. In the decades past, jingles had the power to swayconsumers. Now in 2013, music still plays a big role, but in adifferent way. It not only defines our generation its part ofour digital behavior. We hear an ad on TV with a catchy song, Shazaam it,and add it to iTunes. We wake up to Jason Mraz, pregame toAvicii, and with buds in our ears, we space out to Mumfordand Sons on the train. As we sit in class, scribbling drawings on notepads andglaring at Apple screens, it isnt until the music turns on thatthe ideas begin churning. What is it about music that makesit so powerful? 22. 46 Get O ut of Your Minivan and Into O ur Spaceship 47 Get O ut of Your Minivan and Into O ur Spaceship It can tell a story of heartbreak, ignite any emotion, and connect us in a way that words or pictures will never be able to do. Technology has progressed so rapidly that music can be heard anywhere and in any way. Were a generation who knows this better than anyone. Maybe our obsession with rhythm and sound can bring something new to the industry and bring something back at the same time. Long live the jingle. 23. 48 Get O ut of Your Minivan and Into O ur SpaceshipGet O ut of Your Minivan and Into O ur Spaceship 49You can do the scientific psycho-babble of reading minds,or make things that set fire to the hives. We, the future ofadvertising choose the latter. We dont think in terms of ads, but acts. Acts that notonly provide solutions, but that make the consumer thinkthe solution was her idea. Making the brand a part of theusers beliefs and values. As digital natives, collaborative consumption andcrowdsourcing are second nature to us. But what really setsour generation of idea-generators apart is that weve learnedto spend more time listening than talking. When you shutthe hell up, the insights float like oil on water. 24. 50Get O ut of Your Minivan and Into O ur Spaceship 51 Get O ut of Your Minivan and Into O ur Spaceship There are new platforms, apps and technologies arriving every day to help brands connect with their users, rather than talk at them. But the conversation begins with fire starters like us, who took the time to listen and have learned to do more than just talk. By making more than campaigns that advertise the brand, we create content and ideas that actually start fires. And light up the hives. 25. 52 Get O ut of Your Minivan and Into O ur SpaceshipGet O ut of Your Minivan and Into O ur Spaceship53The Tower of Babel finally reached a certain height. Itbroke into Gods cloudy backyard, and pissed him off. Sohe destroyed it, and we no longer spoke the same language.Hence, chaos prevailed. Now, Cloud tech is poised to become a new Tower ofBabel. This Babel 2.1 is an omnipresent, invisible network,offering a multitude of choice and infinite files of limitlessdata. The next step is to revolutionize how we use the more.More data. More access. More. More. More. How will advertising adjust? We will need to both use theinformation collected in the cloud yet constantly add to it. 26. 54Get O ut of Your Minivan and Into O ur Spaceship55 Get O ut of Your Minivan and Into O ur Spaceship Will we misinterpret whats been gathered? Will it teach us or confuse us? Can the new content we create grow exponentially yet remain constantly accessible and always useful without causing the tower to come crashing down? Our generation can help. After all, we havent been labeled tech-savvy and digital for nothing. We know how to create and to filter. And we know how to use the tools. The analytics, dashboards, filters and algorithms that make sense of all the information. This tower of data will grow each day. Were coming to make sure it doesnt crumble. 27. 56 Get O ut of Your Minivan and Into O ur SpaceshipGet O ut of Your Minivan and Into O ur Spaceship 57Technology reigns supreme. Screens are used for everythingfrom finding directions to ordering burritos from Chipotle.Four-year-olds are playing with tablets, and iPhones are thehottest item at second grade show-and-tells. The interpersonal skills developed at the beginning of timeare being lost. Nobody mails handwritten letters anymore,they use WhatsApp. You dont visit your grandparents, youSkype with them. Technology is replacing human contact andmaybe even damaging the relationships that we cherish. But these technologies arent going away. We need them.We love them. We depend on them. But sometimes they godown. Our battery runs out. Our Internet connection fails.What should we do? 28. 58Get O ut of Your Minivan and Into O ur Spaceship 59 Get O ut of Your Minivan and Into O ur Spaceship Embrace the glitch. A technological catastrophe wouldnt be the worst thing because we can always revert to communication tactics of the past. We should embrace things like face-to-face exchanges and gathering in groups. After all, technology is there to foster these interactions, not replace them. So remember, while screens are here to stay, maybe we should bring some of the past with us, too. 29. 60 Get O ut of Your Minivan and Into O ur SpaceshipGet O ut of Your Minivan and Into O ur Spaceship 61EPILOGUEThree hours. Thats how long it took to conceive, write,edit, document, draw, and design this book. OK, thefinishing touches went a little over the third hour. But thepoint is, this book isnt about talking. Its about creating.Or as we like to say making shit. Its also about speed,creativity, collaboration, problem solving, decision makingand expressing ones self. Yeah, thats what we do here.Edward Boches, Professor of the Practice, AdvertisingBoston University College of Communication 30. 62 Get O ut of Your Minivan and Into O ur Spaceship 63 Get O ut of Your Minivan and Into O ur Spaceship 31. 64 Get O ut of Your Minivan and Into O ur Spaceship 65 Get O ut of Your Minivan and Into O ur Spaceship 32. 66 Get O ut of Your Minivan and Into O ur Spaceship 67 Get O ut of Your Minivan and Into O ur Spaceship 33. 68 Get O ut of Your Minivan and Into O ur Spaceship