“When is the last time you and your friends gathered around the television to watch a good game of pétanque? Right. Pétanque players, knitters, fishermen,… they don’t get the glory soccer players get. But wouldn’t it be nice if for once they got some more support? We asked 5 ordinary people if we could film them while going about their hobbies. They had no idea we were about to turn their quiet pastime into a crazy experience, just by adding zero each time.”
The big idea is dead. To quote Patricia McDonald in a recent Campaign article: “In recent years, the “big idea” has often seemed to epitomise everything wrong and backward-looking about our industry.” And that’s indeed true. In the traditional sense of a 360 campaign, the big idea was to be found in the 30″ commercial or a huge online activity and every other aspect of the campaign had to amplify that centre piece. The big idea was almost not much more than the ever so popular ‘key visual’, the one visual we can translate in all our media for one given campaign.
It’s good that we most brands start to work differently these days. It’s good that brands start to understand that this idea of a 360 campaign all built around the one big idea isn’t the right way to operate. But as Patricia also highlights in her article, that doesn’t mean we should start thinking small. And therefore the big idea is still very much needed, only we think about something completely different today when talking about a big idea than when we talked about it a few years ago.
Today (and as a matter of fact we believe for the last few years already), that big idea is more of a central thought, a thought that allows you to develop a creative platform in which several small & big creative ideas can be found. It’s a thought that is based on a strong insight and for which the creatives feel the potential, a thought that offers a fertile ground to start creating. Because let’s be honest, ideas can be small and very beautiful or extremely big, bold and complex. But the overarching thought can only be big. It’s linked to the brand’s raison d’être, the link with the purpose and therefore the relevance of the brand in people’s lives.
Once this ‘big idea’ is defined, once we all agree on what that central thought or creative platform is that a brand needs, the quest for the ‘key visual’ becomes less important. It’ll help them understand for instance in the case of Nike that Nike+ as well as ‘Find your greatness’ can be part of the same campaign. In the olden days that would have been near to impossible since they would both feel like big ideas in the classic definition.
So maybe we shouldn’t be using the phrase ‘big idea’ anymore knowing that it has for long meant something else, something that we feel isn’t right anymore today. But whatever the phrase you come up with, let’s all agree that we shouldn’t start thinking small all of a sudden.
We’ve launched 2 new campaigns for AXA during the last few days. In line with our “i-Ad” campaign using digital to make a print ad come to life, we’ve now come up with an idea to get more out of a TV commercial using a QR code. The code doesn’t serve as a link to a nice extra piece of information, it actually let’s you enjoy the full story. Check it out in the video below.
Only a few days earlier we also launched a campaign for AXA’s new renovation loan, using a billboard on which we’ve created a QR code with 3.800 paint pots. Quite a bit of work as well to make that one happen :) See video below.
Did you know that 1 in 3 invoices in Belgium are paid late? That brought us to the idea for this campaign we created for ikki, a new service of USG People developed to support freelancers. From now on invoices will never go unnoticed again: the crying invoice.
“Eos has launched “Talking Tree”, a campaign that turns the environmental debate on its head by giving a voice and “feelings” to a 100 year old tree living in living in Bois de la Cambre, on the edge of Brussels. The tree has been hooked up to a fine dust meter, ozone meter, light meter, weatherstation, webcam and microphone, providing regular updates to followers through YouTube, Flickr,Twitter, Facebook and Soundcloud.”
I think the website isn’t the best part of the whole campaign but other than that, definitely worth checking out.
It’s been a really long time since I surfed for the last time, too long really. I used to go windsurfing during the summer holidays when I was younger and always loved to be out there on the board. I might not have been great at it, but enjoyed it as much as the next guy.
Part of why I like the ‘i surf because’ campaign from Billabong so much is that it seems to capture really well what surfing is all about. Nice visual experience, the right music and the question – why do you surf? And that’s exactly what Billabong is trying to capture with this website, the question is to you (surfers), why do you surf?
My marketing colleagues in The Netherlands just launched a new campaign to promote the mobile version of Windows Live Messenger… and I like it a lot. The site is in Dutch so might be a bit hard to understand but you should still go take a look. Click “Geluid aan” (aka Sound on) on the main page and then choose between in browser of full screen play. Once you’ve done all that you get introduced to Mike chatting on mobile Messenger from the metro station. All of this is visualized pretty nifty, but what’s especially nice to it is that you can change between the 4 people participating (by clicking on their names in the status bar, botton left of the screen) while the story continues. Just go and check it out for yourself, kudos to Monique and the team.
Once I know who the agency was, I’ll update right here. The site was created by Red Urban Amsterdam.
Ferrari is launching the new Ferrari GT in a few days. Now this is not something I would follow normally, but the teaser campaign site is interesting. Simple but pretty execution where Ferrari for once uses it’s typical engine sound to promote one of their cars.
Well I liked it, still short of cash to buy one though.