I agree with everyone else; The Mill is simply extraordinarily, amazingly, awesomely great. I got one or two goose bumps watching this.
Kutiman is at it again. To me, his musical video mixes are the ultimate artistic expressions of what remixes are today. It’s less than professional (but he is a professional producer I hear) in the traditional sense i.e. source material is user generated, distribution is free spread is self-propagated etc. This particular one he’s shot and directed himself which, funnily enough, could be considered taking a step back seen only from a UGC point of view… But who cares.
Photo used is by aussiegall, Flickr.
Two creatives moved on to become creative directors at another agency here in London. I liked them a lot, not just for interesting lunch companionship and constant laughter, but because they had a very firm opinion. Thankfully they’re wrong. Otherwise I wouldn’t write this post and get to share a great case movie. Actually I would because it’s brilliant.
–How the f**k can f**king Twelpforce win a f***ing Titanium Lion?!?!
He takes another sip from his beer. A Doom Bar I believe.
–It’s fucking ridiculous, it’s not an idea!
Following this was a long discussion about creativity. A discussion that sometimes sounded as if creativity was exclusive to the advertising business.
–It’s not an idea!!
Wrong. It’s not an ad idea. And let me just say, I’m not sure I agree Twelpforce was worthy of a Titanium Lion either, but it did deserve to win. But that’s not really the point. The point is the danger of being so hung up on ad ideas. Still. Today. With all the new possibilities of solving challenges and client briefs. Anyways.
About great ideas (period); here’s one from Miami Ad School for UNICEF.
Everest Poker was a bit late into the Swedish market, considering the boom in 2005 and 2006. But then again the category as such seem to never get tired of playing and definitely not growing tired of sign-up bonuses. Talking to, and practically living with, poker fanatics from all buy-in levels of the game tells you many things and one of them is the fact that it’s a high interest category but with very low interest in the product brands in every aspect other than the functional benefits which is about functionality on the site (smart settings, auto fold, proximity of buttons and the order thereof etc), number of active players (need to be lots of tables across all buy-in levels), whether or not you can be lucky enough to play with real pros and of course the sign-up bonus (which you don’t want to make your only reason for acquisition as repeat playing gets tricky), most of which are experienced by trial.
Obviously brand communications play a role, first of all by getting people there (and then conversion is up to the site) and also by reminding players that it’s time to try something new (considering the fact that they are often registered on 5-8 sites and often active on 3+ at the time). How you do this, however, doesn’t necessarily have to be so functionally focused and not even bonus focused given the category norm which says; poker players try everything.
We devised a creative strategy playing on high quality feature film style, while communicating the most core brand value of Everest Poker; not making it about bling bling, not about taking the last dime off your opponents – but for the love of the game. A place less macho, and a tad bit more friendly without coming across as completely alien for that matter. That, we figured, is to be shown before experienced, but probably not told. For the player tuned to details, you’d see that the 4 films in total were actually connected in 2 stories. After all, it was all built on evoking curiosity as opposed to being stupidly redundant.