Big Ideas from a Small World

Great minds – Think

Posted in Change Something, Global Outlook by Ryan Thomas on July 29, 2009

Hot on the heels of BMW’s Expression of Joy:

Toyota iQ has used a car to create a font.

I have to give credit to Toyota here, using a similar technique for a down market car takes some of the thunder out of a premium brand is a strong strategy in a ubiquitous category  like automotive.

Then creating something I can take home and use, is something I wish more advertisers would seriously consider. I own this font now. I’ll use it but it will be forever tied to the brand that created it.

iQ just became part of the dialog – by creating content to fuel the consumption of content.

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Marketers who have got it right: TV and Film

Posted in Change Something by Ryan Thomas on July 28, 2009

I have been amazed recently.

Not by the combination of witty picture with funny headline that your average Creative Director wants to see from young creatives book but by the zany consumer first schemes of the movie and television industry.

Seriously. We talk a good game about putting the consumer first but I can’t wait till every product is as daring and as strategic as those of our film and movie marketing brothers.

Right now, this very second the internet is awash in the creation of content to fuel the consumption of content.

Wrap your head around that.

Creating content in a verity of media and public spaces to encourage the consumption of revenue generating content.

Welcome to Hype Machine 2.0

The hit television show Lost brought commercials to a comic con. An event awash in marketing messages. This backwards strategy has payed off large and might never show up at Cannes.

Meanwhile at the San Diego Comic Con Disney created a fully interactive world and photo experience for guests.

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Locally an abandoned Queen Street store front has been converted into a Harry Potter Set for the upcoming film.

These brave souls are rewarding their consumers and honestly making them apart of the experince.

I’ll even admit that I never watched a potter film, or Lost, but both of these experences caught my eye. I’ll consider them in the future.

For to long marketers have acted like the guy with a gutiar at a house party. Demanding the attention of the room and making it impossible to have a conversation. I hate those guys. It’s really hard to charm someone when your fighting with Under the Bridge for the 100th time.

Sometimes when I see great work on the internet, I still can’t shake the feeling that some CD’s are still bringing their gutiar to the party. Sure sometimes it works and you get a sing along most of the time you just still look like a wanker.

If we are commited to social spaces, we need to be commited to the people that make up those social spaces. Put down the gutair and hire an event planner or two – then get really crazy and let them into the creative breif.

Agency Culture: How Poke Stays Brilliant

Posted in Change Something, Make Friends, Method to the Madness by Ryan Thomas on July 28, 2009

Every AD should want to work at Poke, any culture that can commit to branding the looses of an agency game and still have fun doing it is a place that fosters creativity.

Seriously.

Poke Quick Draw Championships

Poke Quick Draw Championships

G.I. Joe virals all over the place!

Posted in Global Outlook, To close to call by Ryan Thomas on July 23, 2009

I don’t know if you ever saw the Warren Ellis Cartoon Network shorts, but if you haven’t let’s say you’re missing out.

Now with the movie moving forward, weird “virals” have started to appear. I’m not gonna lie to you, viral spots have started to feel dated. You can see the moment of the shift, designed to surprise and get you to link something.

But hey, any excuse to post about the Warren Ellis version is good in my books.

NEW VIRAL:

Now with these new videos promoting the wonders of power suits, I sorta wonder why the marketing teams behind this did not reach out to nerdcore rappers and produce something like this done with new movie footage:

AMC creates online (themed) casting call.

Posted in From Canada, Make Friends by Ryan Thomas on July 23, 2009

It is what it sounds like. If you’re a fan of the show MADMEN and you have a few curves and a dream you owe it to yourself to fire off a picture.

Although it means competing with this girl!

She sortta looks like an Asian Mary Wells.

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Ad Schooling In Canada – Has What It Takes

Posted in Change Something, From Canada by Ryan Thomas on July 16, 2009

Below is a letter I have just written to the editor of Marketing Magazine about their August front page feature. I’m posting it here in it’s entirety. Social networking don’t fail me now:

Matt,

I called today about the feature in the August issue, a few students currently in the program had texted me today when they saw almost no mention of Seneca@York in the piece. My heart went out to them.

Seneca’s CAB program has done some amazing things to stay adaptive in the recent years – as we talk about breaking down silos like in the Juniper Park article in the same issue (page 9) Seneca is one of the few schools that is putting its money where its mouth is. Not simply focusing on copy and art but by teaching an integrated platform of creative advertising, strategy, trend tracking, and public relations with ever increasing focus on the digital spectrum.

Outside of this unique core structure, staff have provided real client briefs to every class for years. This policy of real clients, spearheaded by real agencies was long in effect before my enrollment in the program and because of the creative and business streams taught at the school, it’s much deeper than simply being handed a brief.

Last I checked, Anthony Kalamut program coordinator of Seneca was also advising of the building the advertising curriculum of St. Marguerite d’Youville Secondary School. How this amazing program was not worth mention by your writer is beyond me. Now finishing its second year, Diana has done at the high school level what Humber is still trying to do at the collegiate level.

This year the grade 12 class pitched The Planet In Focus Film Festival to real clients on a three week creative turn around. Real Projects, Real Clients.

I understand the pressures on today’s modern publishers. Tight deadlines, quick turnaround times, but these interviews were conducted at Portfolio Night in Toronto. It’s one thing to miss a few schools when asking if young students “have what it takes to make an impact”, quite another to miss the events lead educational sponsor and the only school to put advertising dollars into supporting this industry event.

Matt if you think I’m bias, ask Scott Goodson – he thought Seneca was worth mention.

I’m an anime nerd at heart. Thanks Nike!

Posted in Going somewhere? by Ryan Thomas on July 11, 2009

I don’t know if you have seen this yet, but this is a charming site. It’s safe to say that talented people put there trust in trust in people – when they do the results are pretty darn amazing.

freerun

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