I am currently Creative Lead of the Nike team at R/GA London. Prior to this I was the Creative Director of the digital agency CloudRaker and before that I was an Associate Creative Director in the international group at SID LEE.
Here are some things I believe and some examples of consumer experiences I’ve helped create that show how those beliefs come to life.
1. Advocacy is more powerful than advertising.
The best ideas run on the medium of people. So we rewarded New Era's most vocal brand advocates with a once-in-a-lifetime NFL experience and we empowered them to invite likeminded people to get involved in our outspoken brand universe.
2. Love thy core consumer.
To promote Nike's lightest and fastest running shoe ever, we didn't carpet bomb people with ads; we created an experience especially for highly active runners. We invented the world's first speed trap that actually rewarded people for speeding.
3. Don't just make people want things.
Make things people want.
When we were asked to create the digital expression of Dewar’s The Drinking Man’s Scotch campaign in the US, we created a resource called The Drinking Man's Guide where young men could access useful content created by lifestyle influencers and media partners, create personalized memes and watch premium short films like the one below.
4. Retail isn't dying. It's evolving.
Brands have to rethink the role that retail plays in their ecosystem. For instance, we used physical retail spaces to promote Nike's online customization service NIKEiD: we created interactive in-store installations that generated custom sneakers based on shoppers' outfits and then printed a photo with a link to purchase their design on Nike.com/iD.
5. No bullshit.
The internet is a giant bullshit detector. And the gaming community is its most highly attuned sensor. So when we were asked to come up with the global launch spot for a video game called Sleeping Dogs, we worked with end users to determine what they would want to see in the spot and what kind of language we should use. Turns out: it’s Cantonese.
When asked by Cirque du Soleil to come up with a way to get younger male audiences excited about the show KA, we worked with Marvel to create an original comic book. We then invited our audience to join one of the tribes of KA for the chance to be immortalized in the limited edition comic book from Cirque du Soleil and Marvel.
To learn more about my bias towards collaboration contact my reference:
Director of Strategy at BBH London, Shai Idelson
7. Your consumers are the heroes of your brand's stories.
To reward the runners who their ran fastest mile with Nike this summer, we featured them in a film made up of photos that they had shared with Nike during the campaign and images captured at Nike Run Clubs. We then sent everyone who participated a link to a sneak preview of the film before launching it on Nike's social channels.
To learn more about how I've built campaigns out of rewarding consumers contact my reference:
Creative Director at 72andSunny NY, Brandon Pierce
8. Sometimes the best tech isn't high tech.
When we were asked to raise awareness of Coca-Cola’s initiative to protect the polar bear’s cold habitat, we proposed printing the polar bears on the can in thermochromatic ink that disappears at room temperature.
When the cans were in people’s fridges, there were polar bears. But without a cold habitat, the polar bears would disappear. This was, regrettably, not produced. It's the one that got away.
8. Don't disrupt people's lives.
As legitimate experts in certain domains, brands should create tools, resources and content that improves people's lives. And so, just as brands have to learn to act as publishers, Creative Directors have to learn to act as Editors-in-Chief, as was the case when I oversaw the production of multiple issues of a premium lifestyle magazine created by CloudRaker for national milk brand Natrel.
10. It’s not just about doing digital work.
It’s about doing work for a digital world.
When we were asked to do TV for Canada’s largest classified site, a pure-play digital company and vibrant online community, we decided to get the users involved in the making of the spot and then thank them for their involvement in complementary online content.