I am currently an Associate Creative Director/Creative Lead on the Nike account at R/GA London. Prior to this I was the Creative Director of the digital marketing agency CloudRaker and 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 demonstrate how those beliefs come to life.
1. Don't just make people want things.
Make things people want.
This is the core tenet of consumer-centric marketing, the guiding principle behind all of my work and it's why, when we were asked to create the digital expression of Dewar’s The Drinking Man’s Scotch campaign in the US, we didn’t just make ads. We created a resource called The Drinking Man's Guide. We hosted live events and enlisted online influencers to produce useful content around the central themes of our campaign. On our hub, users could take in all of the tips and tricks created by our network, create personalized social artifacts and check out three short films, including the one below on the subject of Individuality.
2. Advocacy is more powerful than advertising.
These days, the best ideas run on the medium of people. So in 2013, 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.
To learn more about how we turned fans into advocates, contact my reference:
Associate Creative Director at 72andSunny NY, Brandon Pierce
3. Tell me and I'll forget.
Show me and I may remember.
Involve me and I'll understand.
When asked by Cirque du Soleil to come up with a way to get younger male audiences around the world excited about their show KA, we worked with Marvel to create a comic book that told the story of KA and we gave our audience the chance to be immortalized in the limited edition comic book from Cirque du Soleil and Marvel.
4. We’re not in the ad business.
We’re in the consumer experiences business.
Today's most successful marketers know that traditional advertising isn't necessarily the solution to their clients' problems and so they concern themselves with all stages of the consumer journey.
For instance, when we were asked to raise awareness of Coca-Cola’s initiative to protect the polar bear’s habitat, we proposed using technology to affect the experience of the product, instead of creating an ad.
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, never produced.
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 aspects of the game were the most interesting, what they would want to see in the spot and what kind of language we should use to have credibility within the gaming community. Turns out: it’s Cantonese.
6. Do unto others as you would have done unto you.
It’s the Golden Rule. And it’s why we found ourselves in bit of a bind when we were asked to do pre-rolls for Kijiji, Canada’s largest classified site – after all, we hate having to sit through an ad before a video as much as anyone else. So we asked ourselves: What do we actually enjoy watching before a video? The answer: recaps of previous episodes.
7. The best creatives are just strategists who can execute.
To create a global brand platform for luxury jeweller The House of BIRKS that would be true to their "elemental" DNA and resonate with their global millenial audience, we dove deep into where their core values and those of their customers overlapped. The result of that thinking was their new global strategy which we initially presented to them with this decidedly poetic sell-in video.
To learn more about my strategic thinking, contact my reference:
Director of Strategy at BBH London, Shai Idelson
8. Don’t just create ads. Create added value.
Marketing shouldn't just be about creating romantic metaphors about a product's intrinsic value. It should also be about creating tools, resources and content that give a product extrinsic value. Therefore brands have to learn to act as publishers and 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.
9. 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.
10. Go big or go home.
As with any creative endeavour, when it comes to consumer experiences, you gotta swing for the fences. That’s why, to launch New Era’s revolutionary new line of high-performance headwear and create a new sportswear category, we proposed a campaign that took ownership of one of the few white spaces left in the crowded world of sports performance: sports psychology.
Unfortunately, this was not produced. But hey, go big or go home.
To learn more about how we really swung for the fences on this one, contact my reference:
Executive Creative Director of SID LEE, Kristian Manchester