When You’re Wrong, You’re Wrong

A few days ago, I read the Digiday article about Oreo’s social media agency, 360i, putting 13 people on the credits for that tweet in an awards entry.

…and I posted, via Buffer:

How Many Agency People Does It Take to Send a Tweet? 13 in the case of Oreo bit.ly/ZsdLFi—
Ed Lee (@edlee) May 06, 2013

Then I read what Faris had to say

sharing credit with team is bad? why? RT @talldrinkh2o: How Many Agency People Does It Take to Send a Tweet? digiday.com/agencies/how-m…—
Faris (@faris) May 03, 2013

…and I instantly regretted being such a smart ass. Whoops.

The truth is, while getting on the credits isn’t a big deal for me personally, I get incredibly annoyed when I see my team left off the credits for any project they worked on. So I’m glad that 360i put as many people as they could on the credits – especially the community managers. They probably should’ve put more on there.

I’m starting to think of social media creative as more like print ads where you have to have one singular thought or message expressed with a compelling line of copy and an arresting, complementary image – I even have the half-formed Pinterest board to prove it – so why not put as many people on the credits for a social media post as you would for a print ad? Is one better or worse than the other? Take more or less time? Demand more or less creativity?

Congratulations to all 13 who made it, and to all those who did not.

 

Secret Anti-Abuse Ad That Only Kids Can See

Saw this on Gizmodo, via Facebook, and thought it was an incredibly smart solution to a tough problem – how can you empower an abused child to call for help if their abuser is standing next to them. Hopefully it can have a real impact beyond being a creative idea and case study (as more than a few Gizmodo commenters have said).

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The secret behind the ad’s wizardry is a lenticular top layer, which shows different images at varying angles. So when an adult—or anyone taller than four feet, five inches—looks at it they only see the image of a sad child and the message: “sometimes, child abuse is only visible to the child suffering it.” But when a child looks at the ad, they see bruises on the boy’s face and a different message: “if somebody hurts you, phone us and we’ll help you” alongside the foundation’s phone number. The ad is designed to empower kids, particularly if their abuser happens to be standing right next to them.

Martin Sorrell on the Changing Media Landscape

Buy less print, more TV, more radio and a dollop of digital/social says WPP CEO. Some interesting quotes on where Sir Martin Sorrell sees the future of media. Even more interesting that he was talking at a Financial Times conference, a newspaper with a strong online presence conference and I was reading it on the Guardian’s website.

On WWP spending vs. consumer trends:

“TV viewing is about 43% of consumers’ time, [ad] investment is 43%, outdoor [advertising] and radio are about right…The two big [anomalies] are newspapers and magazines. We are still investing 20% [of client ad budgets] but consumers are only spending 7-10% of time. That has to change”.

On where digital plays into this:

The second anomaly is [the] internet and mobile where in the US it counts for about a third of time spent by consumers, but that the ad spend level is about 20%.

On technology companies really being media companies:

“I do regard Google as a media owner, yes. These are media owners masquerading as technology companies. Google sells Google, Facebook sells Facebook. Twitter sells Twitter.”

On who he sees as the winners in this seismic change:

“If I was going to invest money in all these stocks where would invest my money? I would in Google and Amazon. If buying for my grandkids that is where I would put it.”

I was also interested in seeing where budgets from WPP were spent. Google gets $2bn,  AOL/Yahoo got $500m, Facebook got $200m and the amount Twitter got was “very much smaller”. In context, he said that WPP spends $72bn.

Disclosure: Martin Sorrell is CEO of WPP, the primary competitor to Omnicom, the company that I ultimately work for.

Epic and Honest Ad for Mobile Homes

The truth is stranger and more compelling than any fictional construct a creative team could have come up with.

Connectivity Holds Us in Captivity

A very smart set of ads from Brazil caught my eye and encouraged me to walk, nay run, outside. This is my favourite:

Its so true that it is almost a cliche now. That the hyper-connectivity we enjoy through our laptops, our phones and our tablets is changing the way we experience life. While at Tribal we believe that digital experiences enhance and enrich real life experiences, getting out there and having those experiences is so, so key.

Remaking Classic Ads with Social Media Add-ons

Integrating social media into the traditional advertising industry has not been without it challenges but for the main, it has been embraced enthusiastically…sometimes too enthusiastically. The abandoned or mis-used brand-profiles on social media are legion because not every campaign has to have its own social media extension. On Business Insider, Irish creative Eoin Conlon reimagines classic ads, with social media addd-ons.

The smartest uses of social media either build campaigns around their lovers and advocates or integrate the existing “shared” presences for brands and organisations and use them to amplify the campaign creative through their fans – the easiest way for campaigns to build huge reach is to have built up that reach, over time, before you need it. But even them, some communications are so pure and powerful that you don’t need to mess with them – although the hash tag on this encouraging people the #ThinkSmall would have made a lot of sense!

 

 

Lurpak Celebrates The Cook

Brilliantly framed food porn from Lurpak.

And

Fantastic stuff from Wieden+Kennedy.

Vodafone’s The Kiss

The UK has always produced great advertising, especially what I would call brand-level work that is supposed to create an emotional connection with the consumer. I really enjoyed this piece from Vodafone and Grey but, while the line is powerful and does a great job bridging the story to the product, it feels as if this could be for almost any product or category – life insurance immediately came to mind, for some reason.

It is also strikingly similar to the John Lewis Christmas ad of a few years ago:

Getting from No to Yes

This inspiring story of getting from no to yes, by Gideon Amichay is courtesy of Matt Eastwood on the DDB blog.

Gideon started his presentation by walking DDB’ers through his persistent effort to get a cartoon accepted for publication in The New Yorker magazine. After years of rejections his first The New Yorker cartoon was finally published in 1995. Gideon’s tale brought us all to the realization that we should never give up, or take no for an answer when following our dreams. His theory is that every “no” has a comma after it, and presents an opportunity to turn the no, into a yes. #keeptrying. We like his approach!

 

Radar DDB 10am One Thing: Nike #GiveMeTheBall

The following is this week’s Radar DDB 10am One Thing that I wrote for the DDBlog. Despite my best efforts, I couldn’t persuade the group to vote for a moonwalking shetland pony.

Even if the results have been mixed, there is a long history of Western celebrities starring in Asian commercials, so much so that there is a website dedicated to the practice and a movie which gently pokes fun at the practice. However this week, we’re showcasing a great campaign from Nike Basketball starring Kobe Bryant supported by Chinese NBA star, Yi Jianlian, and a host of Chinese celebrities. In 60 inspirational seconds it tells the story of a young Chinese basketball player looking to make it big in the NBA. The script personifies the Nike credo – that everyone is an athlete. That everyone has a chance to make it if they work hard enough.

Give me the spotlight. But don’t give me fame. I’ll earn that.

Nike Hong Kong – Give Me The Ball

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The One Thing is a result of the daily 10am meetings held in the DDB Canada offices, where our digital teams meet to discuss new online trends, tools and technologies. Today’s One Thing was written by Tribal DDB Toronto Director of Social Media, Ed Lee

For an archive of the 10am links, visit our Pinterest board.

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