Scribner and Webb started the session off by saying, "We're just planners but this is an exciting area to be in." However, they also said it is wrong that what's done in digital today is still ahead of advertising and we should all be there.
They challenged us to send out not just messages but take actions. Let's stop stopping people, interrupting them like the perfume people at the mall, and let's start being a part of people's natural flow and integrate into their lives more. One way to achieve this is by approaching creative briefing in a new way.
The New Creative Brief: Active Branding
- What are we going to do, not just say? (POV, not USP; actions, not attributes; adaptive, not pre-planned)
- What value are we going to provide?
- How are we going to integrate into consumers' lives?
Some other changes to the brief: strike the word "audience" from the brief and replace it with "participant" so you will never go to a medium that doesn't make sense again. Get in the pathway of where people naturally go throughout the day. Also, strike "channel" and replace it with "platform" because as digital transforms you can't just send a message down a shoot, it's more organic. Next, replace "ads" with "possibilities" which require creativity rather than just good creative. If you can imagine it, there's a good possibility that you can actually do it. This creative brief pushes us away from self-serving ideas to doing things for people that they didn't necessarily ask for but may appreciate.
In summary, there should be digital content and digital craft. To get to an idea that brings something of value and integrates well into people's lives, we must start with insights and ideas from focusing on participants, pathways, platforms, and possibilities.
Other advice for working in the digital realm: get past the latest web tool or widget that is fun and ask if it is really relevant. Only fit in the cool new application if it fits. Once found, present these new things that are striking and beautiful so people are willing to look at it and interact with it.
As far as measurement in a digital world, we need to throw away the old model of a purchasing funnel. The timeline has to stretch out a bit more. However, engagement and recommendation to others is immediate - you get a yes/no answer from customers.
In order to inspire, a few examples were called out:
- Jonathan Harris - http://www.number27.org/ - he makes physical experiences out of web/digital data, he takes something without humanity and gives it humanity
- Virtual Human Interaction Lab - http://vhil.stanford.edu/ - from Stanford, a virtual experience that is actually helping change real world behavior: people create avatars of their ideal self and this inspires them to adopt healthier habits in real life
- From TED - Photosynth Demo - this video is amazing! In short, this presents a technology that creates 3-dimensional, digitally-rendered images from photos off of Flickr. Each individual photo can be viewed as well as the full-scale image created by linking all of these individual images together
- MoMA Online Exhibit - Design and the Elastic Mind - http://www.moma.org/exhibitions/2008/elasticmind/ - a display of different scales of technology from nano to space
If you look at one thing, check out that TED video.
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