Flavio Vidigal - Creative process and Creative Tasks
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The document outlines the experiences and creative strategies of a creative director, highlighting various campaigns and concepts developed for clients like Volkswagen and Time Warner. It emphasizes the importance of innovative briefings, transmedia storytelling, and integrating long-term branding efforts. The author shares insights on how to create engaging, memorable marketing campaigns that resonate with target audiences.
Flavio Vidigal - Creative process and Creative Tasks
- 2. — O V E R A few words about me Some usual creative tasks Seamless integration between strategy and creative — O V E R V I E W —
- 3. A few words about me. Meat addicted from Brazil, current Creative Director at Firstborn NY trying to handle my wife, my guitar an X-box and possibly a baby at the same time . JWT CUBOCC G2 Worldwide BBDO
- 5. But who cares about old stuff right? Lets talk about the present... ...and the future.
- 6. Some usual creative tasks. Tactical Creative Integrated Campaigns Long Term Creative Positioning Transmedia Storytelling
- 7. A task that have to be accomplished. It’s that type of briefing when the client needs something specific. Something they already know what they’re looking for. It can be a banner, a film, a print ad, a game...an APP...whatever. Tactic al Creati ve
- 8. — Briefing — Create a series of casual games that lives in a hub and can be used as media.
- 9. — Insight — Despite the intention of being an extreme sports kinda guy. Our target audience doesn’t do it for real. How can we give them an experience that embraces that spirit in digital world?
- 10. — Concept — Rexona Adventure Games
- 11. Little bit more challenging. But how can we add even more flesh into this bone?
- 12. We mashed up different extreme sports in order to create new ones.
- 13. — Briefing — Create an APP that’s engaging enough and help us to build a behavioral data base.
- 14. — Insight — When it comes to cars stories, who doesn't remember the Hollywood productions which caught millions of hearts since the 80's? Herbie the Bug, Knight Rider, Transformers etc.
- 15. — Concept — Volkswagen TalkingCar™ The first application that gives life to you car.
- 16. But if your car could talk… …what would it say? How would be its personality, behavior and interactions?
- 24. — Briefing — Create an Bandwidth calculator to educate consumers about their internet usage.
- 25. — Insight — Time Warner Cable had a perception problem. The brand lacked a human touch. It was all utility and no heart. Reconnect Time Warner with its customers by helping them answer their most common question: “Why is my Internet so slow?”
- 26. A simple bandwidth calculator could’ve solved this problem, but we wanted to create something a bit... friendlier.
- 27. — Concept — The WiFi-Denti-Fier The first bandwidth calculator with a heart.
- 28. We took the bare bones of a simple questionnaire and hid them behind a fun, interactive cartoon family.
- 29. Meet the Warners
- 30. TimWarner — Enjoys — Battling his brother in viscous video game grudge matches.
- 31. JennWarner — Enjoys — Weekend-long OnDemand binges and live-tweeting dating show drama.
- 32. CalebWarner — Enjoys — Flexing along with vintage Arnold flicks and power-watching UFC matches.
- 33. OliviaWarner — Enjoys — Alone time with her phone and expressing herself through emoticons.
- 34. CaseyWarner — Enjoys — Devouring eBooks and micro-managing multiple online dating profiles.
- 35. JaxWarner — Enjoys — Hosting a weekly comedy podcast and remixing tracks for his gig as an Internet radio DJ.
- 36. Our in-house animation and development teams created custom solutions for each user experience, guaranteeing that everything would work perfectly.
- 37. t a k e w a y No matter how boring and straight forward the briefing is... ......there’s always a way to push your ideas to a better spot.
- 38. A concept should live everywhere. It's a trendy thing among client, ask for something that they could apply in multiple channels. However, integrated doesn't mean 360, it can be. But not necessarily. Integrate d Campaig ns
- 39. — Briefing — An integrated campaign that brings the Think Blue positioning to China.
- 40. — The Challenge — Volkswagen have globally announced a new technology called Blue Motion and want to claim a ‘EcoFriendly’ territory in China.
- 41. Seriously? A car brand trying to be ecofriendly?
- 42. That’s tricky! But let’s give it a shot.
- 43. — The Insight — We've decided to encourage people of being more eco-friendly and get rewarded for actually...NOT driving.
- 44. — Concept — Volkswagen Blue Check in.
- 45. In partnership with Foursquare, we turn all parks, subways, bus stations and other eco-friendly locations into a proof that you are not driving.
- 46. Just check-in at Blue Spots when you're exploring the city to get a scratch card for special gifts and badges.
- 51. Everyone was happy until the client came up with another briefing.
- 52. — Briefing — Bring the Think Blue concept to the Earth Hour.
- 53. — From the Client — To contribute with this important act, Volkswagen will turn off their thousands of websites and replace by a simple black page with a message to the world.
- 54. Oh! Come on! So Predictable.
- 55. But how could we know for sure that people were really turning off their lights?
- 56. — Briefing — Build a CRM program to achieve three main goals.
- 57. Get insights from the people. Be seen as an innovative brand. Improve market share.
- 58. Volkswagen has always built cars for the people. Their brand name in both German and Chinese literally means the ‘People’s Car’.
- 59. Two years ago in China, Volkswagen was facing an increased competition and falling market share.
- 60. How Volkswagen can become once again: The People’s Car?
- 61. Instead of building cars for the people, Volkswagen would start building cars with the people.
- 62. We called it: The People’s Car Project
- 64. No matter how odd, which shape, color or function. A car could be anything.
- 65. Along two years we launched lots of campaigns around this main concept.
- 68. So we started to gradually bring some of those ideas to life.
- 71. Cool, but how did it get a ramp down? Does Volkswagen actually built a car?
- 72. Yeah! But that’s gotta be another co-creation project of course.
- 73. Over 260,000 submissions. A hundred selected ideas. Two universities. One Car.
- 75. t a k e w a y Sometimes the client think they have a big idea. ...It’s time to turn that into something even bigger.
- 76. Planing a creative road map. Many times the client doesn't know how to implement the brand's voice from a long term stand point. It’s our job to say out and loud what they need to do. Long term Creative Positionin g
- 77. After the People’s Car Project, Volkswagen came to us with a big question.
- 78. Can Volkswagen be a more beloved brand by going beyond cars?
- 79. We didn't want to lose our jobs so we said. HELL YES!
- 80. So we brought to the table a plan for the next 5 years.
- 82. t a k e w a y Yes. We can change the brand’s perception and we can help them to shape their future. But let’s get their hearts first by doing whatever they want us to do.
- 83. Then I left China for joining Firstborn here in NY.
- 84. It’s like a TV show. But branded and multichannel. Just because you have a concept working in different mediums and channels doesn’t mean you have a storytelling campaign. Transmedi a Storytellin g
- 85. Transmedia Storytelling in short.
- 86. 1 What's the long term story we want to tell? Do we want to show the perfect hero stereotype from the beginning? Or do we want build up the character and see him evolving from an ordinary guy to a self-confident persona grounded in the brand pillars strongly fleshed out at the end?
- 87. 2 How can we break in seasons and episodes? Can we create subplots to keep the story entertaining/engaging sustain the brand awareness up along the way?
- 88. 3 How do we think in ways to connect multiple channels to tell our story? Can we identify where our target audience are and kick start our story from there?
- 89. 4 Does the product plays a deep role in our story? Or is just a secondary element that helps to create our universe?
- 90. 5 Do we have counselors guiding our characters?
- 91. 6 How can we actually bring the audience into the story? Would we be able to engage the consumers in a co-creation process that they can feel proud of by making our story something even bigger?
- 92. I hate doing this. But I’m so jealous of this guys that I've decided to show their stuff instead of mine.
- 93. My friends from Perera O'dell put out there one of the most impressive branded entertainment cases that I’ve ever seen.
- 94. First they’ve created a Thriller.
- 96. Then they came up with a Drama.
- 98. Now they did a f*ckn Alien Comedy.
- 100. t a k e w a y You have to build a story that people would share spontaneously. ...even if it’s branded.
- 101. Seamless integration between strategy and creative Research drives the strategy Strategy generates Insights Thought starters leads to Creative Creative generates broader concepts Broader Concepts drives the executions
- 102. Research drives the strategy
- 104. Thought starters leads to Creative
- 105. Creative generates broader concepts
- 106. Broader Concepts drives the executions
- 107. Put all of this into a timeline that make sense for the client and.... boom!
- 108. —THANK YOU.