Remember 2015’s Future of StoryTelling Summit Speaker, Joe Marchese?
Marchese said, “Advertising is the transfer of attention, from something they desire to do, to a paid message.” Great content generators and great storytellers are paid to gather a large audience and capture their attention. However, the evolution of media is faster than advertising, and always has been. Continue reading
Good morning and welcome to Copy Shop Tuesdays! Every week we will look at an existing print ad, critique it, and ultimately take a few passes at new copy.
This week I picked a Brown Cow yogurt ad from 2006. It’s too long. Anyone can write long content, but a good copywriter can cut to the chase and present engaging copy that captures the essence of the brief, and essentially, the attention of its audience.
A tried but true writing exercise is to take an existing ad and, going backwards, try to piece together the brief. For the sake of continuity, let’s use this five-step template:
If you need a quick Christmas gift for your favorite buzzword regurgitator, have we found the perfect fit for you. Fans of Cards Against Humanity who are also intimately familiar with the very real struggle of cross-platform integrated media-agnostic viral executions will love Marketers Against Marketing, Programmatic Advertising company Chango‘s promotional brain child. Continue reading
Destiny, Bungie‘s ambitious sci-fi shooter is a few weeks old. The monster release was not without its problems, but overall, the game appears to be a smash hit, bringing in over $325 million in sales in its first five days. One of Destiny’s largest features, if you’re inclined to call it that, is the extensive lore and extra options that are available online at Bungie.net and in its native apps for iOS and Android. While no means necessary for playing the game, the Destiny companion apps provide an extra layer of interactivity in the world of Destiny. In this post, we’ll take a look at the utility of Destiny’s companion app for both users and Bungie. Continue reading
The video game hype machine generally sticks to a pretty standard formula. Lots of gameplay footage spliced with CGI trailers seems to be standard operating procedure for getting the word out about new games. However, sometimes gaming companies go beyond the simple footage trailer, creating commercials that promote their games in more creative ways than recording their own finished product. Below is a list of some famous and successful video game commercials (there’s even one console in there) that we think are stellar. Continue reading
If you’re struggling to come up with a brand positioning for your product or client, Positioning-Roulette is an ideation tool from Ulli Appelbaum that is designed to elevate your strategic thinking. The objective of Positioning-Roulette is to “stimulate creativity and help… find new solutions, make new connections, and look at your brand and category from a new perspective.” Though currently in Beta (which definitely shows), the utility can be helpful in providing you with a bird’s eye view of the strategic strengths and weaknesses in the positioning of your product. Continue reading
If you’re looking to use your professional skills to help out some nonprofit organizations, Catchafire is the perfect match. Catchafire matches nonprofit organizations that need awesome talent to help them with specific projects. So if you feel like giving back, check out their manifesto below and get cracking on some work for social good. They have a wide range of projects that need different skill sets, so there’s probably something right up your alley, whatever that is.
Longhand is an advertising awards show based in India that firmly stands against the belief that “long copy is dead.” In its 3rd year, the contest features several briefs and judges from both the UK and India. As you might guess, the judging of the contest is based on the craft of the written word rather than stunning visuals.
This year’s clients are National Geographic, Concern India, and Zee Media Corporation Limited. Winning work gets paid and has the chance to run in the client’s campaign. At the very least, submitting is a chance to use an oft forgotten but incredibly important tool in the writer’s arsenal.
A while back, we mentioned the One Show Young Ones student award show as a good way to exercise your advertising brain. If you’re looking to get into the creative game, the D&AD New Blood awards are also a great chance to show off your work. Although submissions opened in February, you can submit up until March 19th – just be wary of the different time zone. Check out the briefs here, and good luck to everyone chasing a Pencil!
A while back I posted a talk by cartoonist Matthew Diffee on creativity because I thought it was relevant when discussing process. Creativity is a complicated subject. There’s no formula for being creative or coming up with a creative solution, but I’ve compiled some talks that I think shed some light on the concept and how to put yourself in a place for optimizing out of the box thinking.
This first talk by John Cleese is what got me started thinking about these, and far and away I think is the most important to watch. That said, I think everyone will be able to take something away from each of these, so have fun. Continue reading
Digital. The final frontier – until the next one. Infinitely measurable, but still with its stumbling blocks. Fortunately, the YouTube Ads Leaderboards provides a benchmark for measuring effectiveness on one of the biggest digital platforms. As a part of Google’s Think Insights, the Leaderboards show off success stories on YouTube. It’s easy to find what ads struck a chord with their audience, and then read case studies on how they achieved their goals. Continue reading