Design Context Blog: Creatuve Advertising Lecture

Creative Advertising Lecture

Aim: To engage in current (academic & industry) debate, surrounding the impact of new media on communication & creativity.

This was in the late 19th centuries. And now we are going to look at how this has progressed into the 20th centuries.

He suggests there is a break with the past media model.

He is high up in an agency in the UK.

In the 19th century, print such as packaging etc... required speaking to the masses and the global campaigns, some of them was very beautiful paintings from the Royal Art College. These was signs of creativism and signs of empire.

Old & New communication Model.
There is an underpinnign transmittion of model that was created through a advertising agency and transmitted to an audience. Now the cybernetic has been created and ideas are created the same and given out to an audience but then there is feedback from the audience. They was part of the distribution. This usually happens via media and computer. And acording to resent academic they said that its exciting bacue it allows us to think in new ways.

Remember Reach Campaign/Halo
This is an Xbox game, it was a collaboration with a couple of agencies to announce this new game. There was 3 teasers that the story of this game follows and one film that was released after. The story is a strategy and has loss & hope of remembrance. It involves the audience emotivily and creatively as they became part of the advert through the website. The website tells you the story on the opening page. At the bottom of the page there is people and each person becomes a dotted light and therefore that's how they become engaged. Each little dot of light on the background shows there identity and makes them part of the story, there collaborating with them.

The video explains how the campaign related to the audience. They new they needed something that gave there target audience a new kick, encourages the audience to invest emotionally as you make your own album from the tracks you wanted and create your own album cover. And then you can sell your album and for everyone you sell you can make £1.00, we made it all about the fans and the top seller became part of the big stage festival and it was all about them. The band got involved in created that campaign, and how they wanted to emotionally engage with audeicne which is called emotive strategy.

New Media Model
There has been a shift in the 21st century from the mass to my media and creative advertising became much more targeted. Creative advertising has a special relationship with all creative industries, through letting audiences know etc... This shift form mass to my media has been targeted through audience involvement as they are part of the creation of the message as they put it on facebook and therefore becomes more personalised.

Trevor Beattie (BMB) He has created with an intent of trying to put his back in behind the labour party as he wanted to make the labour party count. Viral Ad was a campaign was about talk about to talk with as the lecturer used it to talk to with her friend.

The concept in which this was in was the same period as the real dip in recession last year and the riots. The client is the guardian and was a print & TV campaign, as its about digital technology & giving an open platform of collaboration. They wanted to get across the modern news & how dynamic participate is with open dialogue. The idea that they changed the brand and transformed it from newspaper to global news. The picture below above the writing is some of the prints that was in the newspaper.

This is campaign to bring down Joseph Kony who was a warlord. Oprah was one of the largest followed people on the planet and therefore that's why it became most successful.

Old Spice Viral Campaign
The actor that appears on this ad is an ex footballer and superbowl player. When superbowl or football was searched on google this advert would appear on the side of the page. There is good old fashion writing skills used and won alot of awards for the ad of the year. And it takes the mick out of advertising and was sent around as it was highly entertaining and therefore the audience started talking about it and therefore the next viral could be about what the people was talking about and therefore developed upon the audience.

Coke & Mentos Viral Ad
Viral of coke bottle exploding and therefore passed round as it became fun to watch. By putting a mint into a coke bottle it makes it explode and viral ads and they generated $10 million dollars and thats more than an advertising budget, from people trying it and audiences was therefore actively managing creative culture.

There is alot of debates at the moment about apple. This is partly due to the kairos factor and its the principle of presenting the desired message at the opportune moment. When the emotion of when they are thinking about a purchase to send the offer etc... The personalised format is a personalised gadget.

Promoting both campaigns in one ad and created an online buzz. Its all about the music and tunes of Oasis. People could check out where they are going to be and go see them performing in the street. Then a documentary was released two months later about this and therefore generated another boost in cash flow. The bands were distributing in what was going on in real life and therefore hitted the main press. The target audience helps to create and distribute the content.

Impact of New Media
According to the industry structuring the company form the inside has become nesseairly. As you need to work with other industries now to create new media. Advertising is such limiting title compared to what they do as they create programmes and games. This offered a third layer of communication in which mass communication didn't offer.

Andy Cowell

This is a global campaign and round the time of recession and riots. with it been at this time they had to think about America and started to think about the American Dream, and therefore used literature in there campaigns.

In the poster we have selected poetry as well which works very well for the campaign.

The map of london is turning into a gameboard for the app for a phone and you can out postcode in and it calculates your time and therefore becomes a competition for you to compete against each other.

Fowler says that he says they need to get that product.

The process itself is working with lots of people which is called collaborative creativity, and online creativity as in the industry you work with creative teams which are globally disperse and need to send and contact people online. Giant Hydra is an online only creative industry. They give birth to much more ideas and therefore enhanced and working collaboratively and not competitively. They work with mass collaboration. You can select people that have different techniques etc... And then you can work with different people all over the world.