Easy to say, and easy to claim. The fact that agencies are changing is a boring story, but it is interesting to look at the companies and categories that are driving change in society, and to think about what their needs are. “Advertising was at its zenith in the mid-1980s, when technology wasn’t the force it is today and agencies were being asked to differentiate parity products through building stronger emotional connections”. And that is still important for many categories today, but for tech services and tools, creative contribution can lie in finding valuable solutions for/ part of their products, which we can have a role in playing.
"If people are forced to hide their feelings, their energy will leak out in negative and insidious ways, sabotaging your efforts and theirs. Uncovering the real issue happens when people feel safe enough to be vulnerable.
How do you help someone do that? Repeat back what you’re hearing. Be a mirror. But there’s a hard part too: Managing your own discomfort. Can you be OK with the feelings of others? Can you listen without judging? Can you listen even though you might feel threatened?”
Nike are moving away from their midnight launches to release products on twitter with a first respond, first served basis. Brilliant from the pov that more people will be able to make a claim, it will build the nike community and act as a good fuel on the fire to get everyone buzzing every now and again.
On the flip side, the best ad in the world is a bunch of kids hanging out side a store at night. That’s pure brand fandom - i know there’s occasionally riots that steal the headlines, but that’s pretty infrequent. There’s something cool about having a real life presence on the street. You still need to pick your trainers up from the store, so all is not lost…
The shift from big campaigns to continuos smaller interactions - both because that’s true to how human friendships are built, and because that’s truer to how brands fit into people’s lives. Although I’d suggest that there’s room for the big fuck off ideas as well, just like there are such moments when creating friendships.
Zynga made $400 million profit off this last year… the string of digital prayer beads that our entire culture can twiddle in moments of rapture or anxiety. Games that force us (or give us) a series of interesting choices about what matters, moment to moment, in our lives. Mini rewards that keep us moving forward - ensuring we don’t ever have to deal with the anxiety of a scratch not itched. Still, it’s better than endlessly flicking through your itunes without ever listening to a track. The gamification of our lives.
It seems we have a long way to go before translating the power of digital connections into the physical world. Or more specifically, to get people off the computer and interacting in real life. But it’s good that these guys are experimenting with potential ways forward..
“The Navy Seals may have been using gear similar to the Robocop-style glasses the Brazilian police have developed in preparation for the 2014 World Cup. Fitted with a small camera that sees as far as 12 miles, the glasses can capture 400 images a second and compare them with a central computer database of 13 million faces – or so the police claim.”—Evgenzy Morozov’s fascinating piece on the history of facial recognition techniques (via thisistheverge)
Part of the power comes from using the actual conversations captured in interviewing protagonists in a real event, for the dialogue of the play. Raw, real and and undeniable way to ‘experience’ someone else’s story