Monday, June 20, 2011

BBDO

The topic for BBDO’s seminar was how to attain your next billion.  They pointed out the global reality that we are all now consuming content from several different screens through entertainment, news, and gaming.  So how does one capitalize in this multi-screen world?  Microsoft joined with BBDO to try to solve this new question.  They concluded that there are four major screens that we rely on in our daily lives.  They described the TV as the everyman or jester.  It is the guy who entertains you but yet still one that you have comfort with and know and trust.  The TV is where we turn to relax.  The second screen is the PC.  The PC was dubbed the sage or the old man who represents wisdom and is always there to guide you.  It answers every question you have.  Microsoft’s research showed that eastern countries are more connected with the PC while western countries are more closely connected with their TV.  The third screen of daily life is the mobile.  They described the mobile as your new lover, someone you’re very close to and someone you receive a sense of pleasure from.  We have a deep sense of trust in our mobiles.  While there is a generation gap in TV and PCs, there is not one with the mobile.   The last screen is the newest on the market, the tablet.  The tablet is recognized as the wizard.  It makes new things happen in mysterious ways.  They enhance flexibility and provoke action.  With the understanding of these four screens, Microsoft feels they will be able to create the right content for the right screens.

Kraft

His presentation was based around the concept of “being third, not first.”  He used examples of the Syrian/Israeli War, Xerox, and Facebook to support his theory. 

Mindscapes

This workshop iterated that creative ideas have a pattern to them.  He pointed out that the most creative campaigns often provoked a debate rather than appearing to be a typical advertisement.  He highlighted an interesting campaign that recently took place in Argentina by Dorito’s.  Dorito’s pointed out that in this day and age we are all hyper-connected to digital appliances therefore often lacking in personal contact.  They decided to throw out the idea of bringing back slow dancing as a way of reconnecting people with a physical touch.  It sparked a cultural movement throughout the country in which they demanded discos to bring slow dancing music into the clubs.  The approach Dorito’s took was promoting togetherness so the idea of slow dancing was relevant.