Big Ideas from a Small World

Moving to C-level pastures.

If your reading this there is a way bigger party in town.

I’ve joined the ranks of the business owners and opened up my own shop – Switch Advertising.

You can follow us on Tumblr TwitterOn Our Blog

Or head right to our website and send us comments on the main page though facebook.

To the 10,000+ people who have read this blog thank you.


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.


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.

Another job lost to a robot.

Posted in Global Outlook by Ryan Thomas on March 30, 2009

One of the major problems I have found with a lot of social media is the need to sift though garbage to find the gems.

Here is a great little app for tracking what’s hot and how big a video is getting. Anthony Kalamut likens it to the old school chum top 40. Me personally, I’m waiting till the Mac Talk version of Casey Casum is hosting them.

Click Image, Bookmark.

Click Image, Bookmark.

More clues from Bioshock2

Posted in Method to the Madness by Ryan Thomas on March 10, 2009

Video games are a  $10 Billion dollar industry that  continues to thrive despite an ugly economic climate. (Thanks JWT)

So what does all this recession-proof big money buy you?

More teasers on the BioShock2 website:

Building suspense...?

Building suspense...?

My god I’m a nerd! Why didn’t anyone tell me?!?!

I’m huffing glue – Hooked on The Glue Society

Posted in Method to the Madness by Ryan Thomas on March 9, 2009

Seriously. A short while ago this blog featured a post about the Glue Society. Embarrassingly enough under the heading “Shops you have never heard of”. Now they have new artwork featured in Creativity Magazine, and after a good long look through some of their portfolio I’m amazed at the vision they bring to the advertising world.

This new piece for the Pulse art fair is stunning, whimsical and downright bizarre:





Not only is the idea behind this piece smart, but it’s perfectly executed. At 15 feet tall, doubt anyone seeing this piece would not be stopped in their tracks.

But on a deeper level, The Glue has plugged into something few shops today have really fully realized:

We are a mobile culture, socially networked together.

Those that spend hard earned dollars chasing after that mystical moment where cellphones become the next advertising venue are missing the bigger picture.

Convergence in phone technology has polarized consumers in profound ways, they are in the streets and socially engaged OR online in all that entails. On the move and online – these are amazing places to truly engage and astound your audience. Let consumers have their phones as a private place and make the world around them richer and more engaging, that way they have something to talk about.

Here are some more amazing projects by The Glue Society:

42 Below Vodka – “Because we can” – Chairs

Bondi Sculpture by the Sea, 2006 exhibition in Sydney, Australia


Burger King – Chicken Fight – Concept: Crispin Porter + Bogusky – Direction: Glue Society

If you’re not huffing the fumes yet, one day you’ll regret it.

Oh and you can buy the hobo/pigeon sculpture for $40,000.

Great Copy – Great Insight

Posted in Change Something by Ryan Thomas on March 8, 2009

Sometimes I feel that really great copy is sometimes over looked in many agencies today. There is something truly magical about a great line mixed with a great insight – they tend to stay with you.

Try this on for size:

Disposable. Just another word for garbage

Feels right don’t it? So right I almost wish it was more prominent in these ads from Brunner for Zippo brand lighters.

Great line - lost in a big visual.

Great line - lost in a big visual.

Adfreak makes mention of this visual by saying:

The overall effect calls to mind (and nostril) the noxious stench of smoldering trash at the city dump. Ignited by Zippos, perhaps? No matter how you spin it, that stinks.

In reality, the line is brilliant it’s the visual that is creating this effect.

If this ad simply had been a product shot, on a clean black background, I highly doubt the criticism would have been the same.

When the idea can be written that cleanly, let the words carry the work.


Ok I'm not putting Zippo's new ads in the same catagory as this, but I think it illustrates the point nicely.

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Earned Brand Equity.

Posted in Global Outlook by Ryan Thomas on March 3, 2009

You can try and make a brand great, but a teacher of mine has a saying:

“You can’t polish a turd, but you can roll it in glitter.”

Here is a case of real earned brand equity.

Google has honored the birthday of the talented Doctor Seuss with a Google logo. This is the one place on the Internet that is not for sale. No amount of begging or pleading will get you a Google logo, you have to earn that kind of attention, and it could not have happened to the legacy of a more brilliant man.

How many people see the front page of Google anyhow?

How many people see the front page of Google anyhow?

About a year ago I sat in a BMV bookstore with the love of my life and read “If I Ran The Zoo” (out loud the way it was meant to be experienced). It was as fun then as it was when I was 8.

When did this happen?

Posted in Global Outlook by Ryan Thomas on March 3, 2009

You turn around for 2 seconds and you miss something.

Can’t wait to see what spots and marketing efforts take home one of these.

Green Eco Pencils.

Green Eco Pencils.

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Fallon did what?!?!

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

I just lost my mind a little.

Fallon took a ton of old staff, got them to donate their old ‘used’ awards and turned them into a plaque at the front desk.

I just wanna touch it.

The site with all the work that went into the melted awards can be viewed here, and its worth the click. Amazing to see what thirty years of passion can do.

You Are Fallon

You know when ever I see things like this, I just want to e-mail the responsible parties and beg for a job.

I’m In Love With The Bos Method!

Posted in Method to the Madness by Ryan Thomas on February 28, 2009

Some companies will tell you about their unique method, promising you a brilliant stragety based on ziging when others zag, or about truely understanding your target market.

At Bos the method is real simple. They have more fun.


Now maybe your thinking this is a frivolous little self involved exercise – but when you get down to it, great working conditions attract talent staff, who in turn produce great work.

Their lobster cookout, is your next spike in sales.

How freaking great is that?

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