Monthly Archives: February 2012

12. Widen your Access Point.

A simple call to action that speaks to everyone. Now that is how you widen your access point. Scott Bedbury would be proud of this. It speaks immediately deep down inside all of us. We know we said we were going to run tomorrow but did we? This makes Nike not just a product but an ideal and is a perfect example of how to widen a brand’s access point

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10. A Tiny Story: The Fundamentals of Narrative Design

Tiny Story from Sebas & Clim on Vimeo.

How do you tell a story with just a dot, a line, and a colored background?

These guys did just that and the simplicity  of their work shows that advertising can be simple and can tell brief stories if it is concise and true. Oh, and don’t forget to have a cute acoustic song in the background..

From Fast Company: “Storytelling is an increasingly important part of successful design. It’s easy to think, “How on earth am I supposed to tell a story using just a logo? Or a package? Or a typeface?” But Tiny Story shows us that engaging narratives can be conjured up out of just about anything, no matter how sparse or simple.”

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9. Gary Vaynerchuk and the Thank You Economy Keynote

Well, this is what it’s all about folks. The amount of quotes in this video is ridiculous but I’m going to start with them anyways:

“We are in the dawn of 1 on 1 marketing. As we all go Jetsons, the action is like the Flintstones.”

“More and more of you are treating social like a one night stand, you’re like 19 year old dudes trying to close the first transaction…when you sh0uld be trying to put a ring on it.”

“For the first time ever, marketing is not push, it’s pull…it’s a cocktail party, not a presentation.”

“Customer service on social media is playing defense, we need a thank you department that plays offense.”

“Today our engagements and actions are being spread and everyday our consumer base is getting more and more into that ecosystem.”

I think this watching this should be extra points on the final for everyone. Gary Vaynerchuk is so straight-forward, so brutally honest, and so intelligent that if you have any interest in ANYTHING, this video will keep your ass glued to the chair. He doesn’t make any grandiose insights or astounding data digs but rather takes a step back and looks at the big picture. Never have such simple truths about the human nature of sharing been so difficult to put a finger on. We are living in a massive culture shift that requires companies transform from a non-human to a human element. As technology advances, social interaction is regressing to the days of small town rules.

So create a context that replicates this small town. Leave your doors open, know your customers’ likes and dislikes. Dunbar’s number is fucked. The amount of constant contact you keep with other humans is scaling at an exponential rate. And the amount of contact you have with brands is doing the same. Business will have to permanently change the way they play the game. Social media can’t solve problems that stem from bad business.”If you’re feeding children shit that’s going to make them sick, then you deserve to lose.”

Please just watch this. We’re all better for having done so.

Here’s the book as well: The Thank You Economy

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7. What I Learned from #ProdShow2012

This past Friday, The University of Oregon hosted three brilliant and insightful producers in the likes of Ann Marie Harbour (@anntrak), Marcelino Alvarez (@mrlnmarce) , and Jeremy Adirim (@J2theA). It was amazing that they had invested the time to come down (or up) to Eugene to interact with aspiring students. Truly, one of those experiences where I walked out feeling blessed that my job at this point in my life is to learn.

I was in complete agreement with the panel of awesomeness over a great deal of their views regarding digital production, in particular their views regarding social media. In my midterm paper, I stressed the need for quality over quantity and the importance of picking appropriate channels that fit comfortably within the ethos of one’s particular brand. Thus, when the panel talked about the need to pick and choose social platforms as specific tools and not necessities, I wanted to stand up and fist pump like Matt Barkley had just been sacked.

Also, I learned from the source of how so much advertising can be bad. The three experts talked about the process and the sort of cascade of bullshit that occurs throughout the journey of an advertising campaign. Their honesty about the heart-wrenching fragility of all their hard work was eye-opening. With so many variables that can fail to cooperate or output the same amount of passion, it’s a shame that most campaigns never see their true potential.

Anyways, a huge thank you to the powers and promise of the SOJC for bringing in three superstars.

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6. Snoop Dogg’s Craziest Story Promotes Project X

I absolutely love what the team behind Project X is doing to build buzz for their upcoming movie. They have released a series of videos where celebrities share their craziest party stories over an animated cartoon. The series sells without selling in a fresh, interesting, and hilarious way.

In my midterm I wrote about setting yourself apart from the flooded ecosystem of a brand’s respective market. In an industry inundated with terrible trailers, this animated series builds viral buzz for Project X in an extremely creative way that gets people talking.

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