My name is Christian Pellving and I do a lot. It could be develop strategies, write and produce films and commercials, concepting ideas, project manage, photograph or copywrite.
But foremost it needs to communicate and tell a story or make you feel.
The media channel of choice is not the issue. The strategy and effect as a result is.
Currently working as Video manager at EF Education First, Zürich, Switzerland. I hope that you will keep an eye at my personal blog and at my galleries to find out more.
The Prize isn’t the biggest and grandest of awards, yes I know, but this years jury was the best ever with Digge Zetterberg as the chairman. She also is the project manager for this years’ Guldägg gala. At her side Michael Giese former owner of Hera, Magnus Tengzelius from Grand reklambyrå and Erik Wingfors from Jung von Matt.
I hope that the jury qualifications remains next year and that the event will get better. Because it’s important to talk about advertising and promote good advertising. Even if the right nominee doesn’t always win. It’s at least up for discussion. We will work harder and do better campaigns for our clients. They are and should be the winners.
Nick Bailey – Creative Director, AKQA Amsterdam and Naoki Ito – Creative Director, GT Tokyo held each a presentation at Guldägg week at Rival, Wednesday 1 april.
Nick Bailey showed us Nike Live and Nike PHOTOiD. But the most intresting and that gave the applause was the Fiat eco:Drive concept. Yoy can see more of it here.
Nick also talked about how consumers now want to buy for example clothes and shoes that they see in videos or on TV that their favorite players are wearing and how this can be accomplished. He showed Nike Hotspot player.
Next up was Naoki Ito with several Cyber Lions in his backpack. His english wasn’t the best but the presentation was excellent. He talked about give the information an order. Naoki showed us the great Uniqlo Website and the fantastic campaign Sagami original “Love distance”. “…and yet love needs distance. Sagami Original 0,02mm” Where Sagami as sponsor wasn’t revealed until the last day of the one month campaign followed by thousands on web and TV.
Naoki Ito talked about communication and information in a sense that you from now on need to feel, hear and share it. And that in japan it’s more of nonverbal communication, at least for Naoki.
On the panel discussion they summerized it very interesting: West communication – think, logic and maybe smartness. East communication – feel and connect.
Maybe the west campaigns were slicker and had slimmer art direction than the east campaigns.
The times they are a-changin’. I listened to Anita Dunn at Guldäggs week, and was very impressed about the transparancy from her speech and the Barack Obama Campaign.
In 2006 Barack Obama went to a small political team to win the candidacy. It was improbable for Obama, the underdog named Hussein. He was black. Actually – it was freakin’ impossible. But Impossible is only impossible until proven the opposite. For the team, for Anita Dunn, was it possible.
Anita Dunn handled communications, strategy and policy for the Obama campaign.The big star of the communications strategy was Barack Obama. He new what he wanted to say, what he wanted to accomplish. Anita Dunn doesn’t take that credit away from him, she is honest and up front with that message. Barack Obama also won the AdvertisingAge Marketer of the year 2008 to prove that! Way in front of Apple in the year of iPhone.
The remarkable in Anita Dunn’s and their campaign is that they actually made the strategy and communication work all the way down to the 5000 co-workers in all states and all the millions of voters. To get the message out to different target audiences, with different key political issues.
The key consistent concept as you know was simple: Change. And came from a 2004 speech held by Obama on a democratic keynote.
TV is the biggest channel to advertise and promote in US presidential campaigns since the 50s. TV is strong in all its forms. The campaign also made Obama participate on 60 minutes, not only once, but three times! And a 30-minute long commercial with Obama talking. Just him. It was new and stood out, with a great personality and speaker as Obama, it worked excellent. Of course the regular shortform spots was used.
But as in all political campaigns TV and press interviews is cut down to 1,5 minutes pieces and the message isn’t there anymore. Dunn and her team made the interview on line for the voters, minutes after the live session.On their site barackobama.com and on youtube in its full lenght. Transparent. Comments. Even the voters, the grassroots made suggestions to the campaign, change it, made it better. Transparancy. The people are in control. We are in control.
A question that appeared on the conference was the issue on regulating comments on the web and false acquisitions on social networks such as Twitter, Facebook, LinkedIn that Obama used on a daily basis. Did Anita moderate it, censor it?No, because then the media channel it’s not working as it should. But, she said, the other members on the forum answered the questions, if they were false or inaccurate. So it lived it’s own life and work out great for the campaign. They also used a seperate web Fight the Sears to prevent false information and have a forum for questioning.
Anita Dunn: - Because you can’t get away with it anymore. The truth will come out.
They also used targeted radio spots in all the states and of course the grassroots door knocking to get out and vote on election day.I don’t have the facts but I think most of the media budget went to TV. Second to radio and third on the internet. I think that will be the case next election as well, but I could be wrong. However the conversation, the transparancy and the facts checking etc, was probably very high online.
The speech Anita Dunn made at Rival on the Guldägg week was great and had a lot of insights. I was surprised of the openminded Anita Dunn and of the campaigns approach; work with what you got, follow the issues, be open to the voters, be transparent. Usually or historically it’s been the opposite, be controlling and over strategic.
The times they are a-changin’. At least in the US presidential campaigns.
