Ogilvy Vice Chairman Steve Hayden conducted a keynote titled “Fear, Love and Advertising” at ad:tech SF last week. I livetweeted it; you can see some of the tweetage here.
Hayden kicked off by explaining the premise behind his talk: in this dire economic clime, when everybody’s castrating their own creativity, he hopes to encourage the industry to shelf their fears in favour of a little (well-informed) wonder.
He woke the muse by blasting us with iconic ads, like the Apple Newton stuff and “True Colors” from Dove’s Real Women campaign.
Then he gave us a long, colourful explanation of a hexagon he calls Hayden’s Mandala — a complex (and yet simple!) cycle of everything a person/brand goes through when facing a major growth trajectory or change. Here’s a video snapshot of that:
Then Hayden did something I’ve never seen a keynoter do before: he passed the floor to people whose products he thinks will change the media environment. I was awestruck, and only more so when I saw what came next.
Following Steve Hayden’s report that 25% of users watch TV and surf the web at the same time, Intelevision lets users bridge those worlds.
The online interface is generic enough: you can showcase your favourite shows, and see what your friends’ favourites are. It’s the interaction that differentiates it: Intelevision makes it possible to click on your favourite show on the ‘net — an action that switches on your TV and actually plays it. Ad interaction is fantastic too: during their demo, the Intelevision folk aired a Capri Sun ad on TV while engaging users with Capri Sun games from the online interface. Users could also see alternate endings to the spot.
Here’s some video of the Intelevision demo, using Lost and The Kids Choice Awards as examples:
And here’s more neat footage of Lost, coupled with American Express ad integration/interaction:
Pretty saucy, right?
Richard Chandler of Bunkspeed came next. Bunkspeed is this mildly incredible 3D imaging software that makes it possible to develop product packaging and compose print, TV and digital/Flash creative with as much ease as playing a video game.
Witness while Chandler creates packaging for a Dove product, then incorporates it into client-approved ad imagery. It’s downright magical:
He also built some Flash animation for Stolichnaya right before our eyes, and brought Ogilvy’s classic (PENCIL-DRAWN) Rolls Royce ad into the 21st century, with as much ease.
If you’re as razzle-dazzled as I was, visit the Bunkspeed website (linked above) for a free demo.
ad:tech SF: Steve Hayden Replaces Industry Fear with a Wee Bit O’ Wonder
Ogilvy Vice Chairman Steve Hayden conducted a keynote titled “Fear, Love and Advertising” at ad:tech SF last week. I livetweeted it; you can see some of the tweetage here.
Hayden kicked off by explaining the premise behind his talk: in this dire economic clime, when everybody’s castrating their own creativity, he hopes to encourage the industry to shelf their fears in favour of a little (well-informed) wonder.
He woke the muse by blasting us with iconic ads, like the Apple Newton stuff and “True Colors” from Dove’s Real Women campaign.
Then he gave us a long, colourful explanation of a hexagon he calls Hayden’s Mandala — a complex (and yet simple!) cycle of everything a person/brand goes through when facing a major growth trajectory or change. Here’s a video snapshot of that:
Then Hayden did something I’ve never seen a keynoter do before: he passed the floor to people whose products he thinks will change the media environment. I was awestruck, and only more so when I saw what came next.
Following Steve Hayden’s report that 25% of users watch TV and surf the web at the same time, Intelevision lets users bridge those worlds.
The online interface is generic enough: you can showcase your favourite shows, and see what your friends’ favourites are. It’s the interaction that differentiates it: Intelevision makes it possible to click on your favourite show on the ‘net — an action that switches on your TV and actually plays it. Ad interaction is fantastic too: during their demo, the Intelevision folk aired a Capri Sun ad on TV while engaging users with Capri Sun games from the online interface. Users could also see alternate endings to the spot.
Here’s some video of the Intelevision demo, using Lost and The Kids Choice Awards as examples:
And here’s more neat footage of Lost, coupled with American Express ad integration/interaction:
Pretty saucy, right?
Richard Chandler of Bunkspeed came next. Bunkspeed is this mildly incredible 3D imaging software that makes it possible to develop product packaging and compose print, TV and digital/Flash creative with as much ease as playing a video game.
Witness while Chandler creates packaging for a Dove product, then incorporates it into client-approved ad imagery. It’s downright magical:
He also built some Flash animation for Stolichnaya right before our eyes, and brought Ogilvy’s classic (PENCIL-DRAWN) Rolls Royce ad into the 21st century, with as much ease.
If you’re as razzle-dazzled as I was, visit the Bunkspeed website (linked above) for a free demo.
Steve Hall
RECENT ARTICLES
Dad Uses Hot Daughter to Sell Car on eBay
Internet Week Summarized Infographic-Style
Charlotte Gets Social With SocialFresh
Why Advertising Will Never Portray Reality
iPad Drinkspirated, Games Socialized, Honda Gets Naughty
Streakers Pimp Briefs, Politician Gets Clean, Naomi Campbell Sexes Up
TRENDING AROUND THE WEB
7 situations in life where the kindest thing you can do is listen and say nothing
Hack Spirit
People who bounce back from setbacks quickly aren’t the ones who never struggle, they’re often the ones who explain the setback differently — as temporary and specific rather than permanent and all-consuming, the exact pattern Martin Seligman’s decades of research on explanatory style links to resilience
Global English Editing
If you still write birthday cards by hand, you probably value these 9 things
Hack Spirit
People who make friends easily in their 60s usually do these 8 things differently
Hack Spirit
8 morning habits of people who never feel rushed
Hack Spirit
Men often don’t think twice about stepping toward a threat before thinking it through, but a large study across seven experiments found that this instinct to protect, not physical strength itself, is one of the strongest drivers of how attractive a partner is rated — and it’s the willingness that counts, even when the attempt doesn’t fully succeed
Global English Editing