Paradigm Spit: Creativity = 5

Paradigm Spit

Simon Pont Paradigm Spit

Meg 13 March 7th, 2013The Marketing Society March 6th, 2014

Simon Pont Paradigm Spit

Meg 13 March 7th, 2013The Marketing Society March 6th, 2014

The Digital Age has taken

tiger-sized bites out of

former paradigms, then

spat the gristle far across

the room.

“

Simon Pont Paradigm Spit

Meg 13 March 7th, 2013The Marketing Society March 6th, 2014

Terms

Definitions

Former Practices

Established Wisdoms

Once Proven Conventions

Institutional Castle Keeps

Simon Pont Paradigm Spit

Meg 13 March 7th, 2013The Marketing Society March 6th, 2014

TVVideo

“Content”

Simon Pont Paradigm Spit

Meg 13 March 7th, 2013The Marketing Society March 6th, 2014

WE NOW LIVE IN A

“DIGITAL STATE”

WHERE WE DO THE SIMPLEST THINGS

DIFFERENTLY

Simon Pont Paradigm Spit

Meg 13 March 7th, 2013The Marketing Society March 6th, 2014

7

FROM CASUALTY TO COMEBACK

Simon Pont Paradigm Spit

Meg 13 March 7th, 2013The Marketing Society March 6th, 2014

to “advertise” - verb

to call attention to something,

in a boastful or ostentatious manner,

in a public medium

to induce people to buy

Simon Pont When Fiction Bleeds

IFFP July 25th 2013

Simon Pont Paradigm Spit

Yum December 19th 2013

Simon Pont Paradigm Spit

Meg 13 March 7th, 2013Soundview Live January 16th, 2014

Simon Pont Paradigm Spit

Meg 13 March 7th, 2013The Marketing Society March 6th, 2014

Simon Pont Paradigm Spit

Meg 13 March 7th, 2013The Marketing Society March 6th, 2014

10

The Limited Edition

“Dyson DC25 Blueprint”

Simon Pont Paradigm Spit

Meg 13 March 7th, 2013The Marketing Society March 6th, 2014

Simon Pont Paradigm Spit

Meg 13 March 7th, 2013The Marketing Society March 6th, 2014

Simon Pont Paradigm Spit

Meg 13 March 7th, 2013The Marketing Society March 6th, 2014

The Analogue… THEN The Digital… NOW

Simon Pont Paradigm Spit

Meg 13 March 7th, 2013The Marketing Society March 6th, 2014

THE FUNNEL... FLIPS

Source: Digital State (2013)

Simon Pont Paradigm Spit

Meg 13 March 7th, 2013The Marketing Society March 6th, 2014

1. Creativity is…

Simon Pont Paradigm Spit

Meg 13 March 7th, 2013The Marketing Society March 6th, 2014

Iconoclasm

CreativitySimon Pont Paradigm Spit

Meg 13 March 7th, 2013The Marketing Society March 6th, 2014

is…

17

Creativity is…

Connecting Dots

Galileo manuscript - Sidereus Nuncius - March 1610

2.

Simon Pont Paradigm Spit

Meg 13 March 7th, 2013The Marketing Society March 6th, 2014

“

”

...to know the best that is known

and thought in the world,

and by MAKING THIS KNOWN,

to create

TRUE and FRESH IDEAS.

Matthew Arnold (1822–1888), Poet,

Culture & Anarchy

Simon Pont Paradigm Spit

Meg 13 March 7th, 2013The Marketing Society March 6th, 2014

Star Charts Orion’s Belt

BRANDS SHAPE THEMSELVES FROM A CONSTELLATION OF REFERENCE POINTS

Simon Pont Paradigm Spit

Meg 13 March 7th, 2013The Marketing Society March 6th, 2014

Simon Pont Paradigm Spit

Meg 13 March 7th, 2013The Marketing Society March 6th, 2014

21

One of the deep mysteries to

me is our logo,

the symbol of lust

and knowledge,

bitten into,

all crossed with the colours

of the rainbow

in the wrong order.

You couldn’t dream

of a more appropriate logo:

lust, knowledge, hope, and

anarchy.

Jean Louis Gassée,

Former Apple executive

“

”

Simon Pont Paradigm Spit

Meg 13 March 7th, 2013The Marketing Society March 6th, 2014

There were a lot of different colour iterations.

We ended up with the primary colours,

but instead of having the pattern go in order,

we put a secondary colour on the L,

which brought back the idea that

Google doesn't follow the rules.

Ruth Kedar, Google

“”

Simon Pont Paradigm Spit

Meg 13 March 7th, 2013The Marketing Society March 6th, 2014

Simon Pont Paradigm Spit

Meg 13 March 7th, 2013The Marketing Society March 6th, 2014

24

Phaeton & his Dad’s

Sun-Chariot

Simon Pont Paradigm Spit

Meg 13 March 7th, 2013The Marketing Society March 6th, 2014

25

Simon Pont Paradigm Spit

Meg 13 March 7th, 2013The Marketing Society March 6th, 2014

Simon Pont Paradigm Spit

Meg 13 March 7th, 2013The Marketing Society March 6th, 2014

Blue Ribbon Sport: 1964

Nike Inc: 1978

Just Do It: 1988

Born 1974

Simon Pont Paradigm Spit

Meg 13 March 7th, 2013The Marketing Society March 6th, 2014

Simon Pont Paradigm Spit

Meg 13 March 7th, 2013The Marketing Society March 6th, 2014

3. Creativity is…

Suggestionthe Power of

“Never

under-

est...”

Canal+

(2009)

76”

Simon Pont Paradigm Spit

Meg 13 March 7th, 2013The Marketing Society March 6th, 2014

The intersection of

FUNDAMENTAL STORY-TELLING

PRACTICES...

The Future for Brands & Marketing...

and how

DIGITAL MEDIA CAN CREATE

OBLIQUE ENTRY POINTS

Simon Pont Paradigm Spit

Meg 13 March 7th, 2013The Marketing Society March 6th, 2014

Toy

Tantalise

Tease

Feed

Simon Pont Paradigm Spit

Meg 13 March 7th, 2013The Marketing Society March 6th, 2014

The Monster

JAWS (1975)

Simon Pont Paradigm Spit

Meg 13 March 7th, 2013The Marketing Society March 6th, 2014

Robert Shaw & shark

“It made me become

more like Alfred

Hitchcock: to

tease, to make a

the-less-you-see-

the-more-you-get

thriller.”

Simon Pont Paradigm Spit

Meg 13 March 7th, 2013The Marketing Society March 6th, 2014

Transmedia teaser (2009)

Location: West Hollywood, Los Angeles

DISTRICT 9: BUS BENCHES

Simon Pont Paradigm Spit

Meg 13 March 7th, 2013The Marketing Society March 6th, 2014

Transmedia teaser (2011)

Location: Bakerloo line, London

LIMITLESS: UNDERGROUND TUBE CARDS

Simon Pont Paradigm Spit

Meg 13 March 7th, 2013The Marketing Society March 6th, 2014

PROMETHEUS (2012): VIRAL FILMS X3

Viral 2 (April):

“Happy Birthday

David”

Viral 3 (May):

“Quiet

Eye”

Viral 1 (Feb):

Peter Weyland

at TED 2023

Simon Pont Paradigm Spit

Meg 13 March 7th, 2013The Marketing Society March 6th, 2014

Simon Pont Paradigm Spit

Meg 13 March 7th, 2013The Marketing Society March 6th, 2014

Simon Pont Paradigm Spit

Meg 13 March 7th, 2013The Marketing Society March 6th, 2014

THE PRETENDING LAYER AKA. ‘THE IMAGINARY ME’

2008 TVC screen-grab, “Gamma”

for Apple iPod+iTunes (2008).

40

Conspicuous

Communication

40

Simon Pont Paradigm Spit

Meg 13 March 7th, 2013The Marketing Society March 6th, 2014

Simon Pont Paradigm Spit

Meg 13 March 7th, 2013The Marketing Society March 6th, 2014

9 November 1989

Simon Pont Paradigm Spit

Meg 13 March 7th, 2013The Marketing Society March 6th, 2014

“We live in

fascinating

times…”

Simon Pont Paradigm Spit

Meg 13 March 7th, 2013The Marketing Society March 6th, 2014

44

AUDACITY...

Simon Pont Paradigm Spit

Meg 13 March 7th, 2013The Marketing Society March 6th, 2014

14 October 2012

BRAVERY...

Simon Pont Paradigm Spit

Meg 13 March 7th, 2013The Marketing Society March 6th, 2014

12:17 MDT (18:17 GMT)

Simon Pont Paradigm Spit

Meg 13 March 7th, 2013The Marketing Society March 6th, 2014

AMBITION...

Simon Pont Paradigm Spit

Meg 13 March 7th, 2013The Marketing Society March 6th, 2014

Simon Pont Paradigm Spit

Meg 13 March 7th, 2013The Marketing Society March 6th, 2014

The goal is to become

HBO faster than HBO

can become us.Ted Sarandos,

Chief Content

Officer

“AMBITION...

Simon Pont Paradigm Spit

Meg 13 March 7th, 2013The Marketing Society March 6th, 2014

The goal is to become

HBO faster than HBO

can become us.Shane Smith,

Co-founder &

CEO

The next CNN.“AMBITION...

Simon Pont Paradigm Spit

Meg 13 March 7th, 2013The Marketing Society March 6th, 2014

Creativity is…

Simon Pont Paradigm Spit

Meg 13 March 7th, 2013The Marketing Society March 6th, 2014

Iconoclasm

Connecting Dots

Suggestion

Bravery, Audacity, Ambition

Doing & Feeling Good

52

Simon Pont Paradigm Spit

Meg 13 March 7th, 2013The Marketing Society March 6th, 2014

CREATIVITY in our Digital Age is

a RALLYING CRY.

It’s a CALL TO ARMS.

To STORM THE GATE &

take down the CASTLE KEEP.

An opportunity to see

how far you can

SPIT A PARADIGM.

Simon Pont Paradigm Spit

Meg 13 March 7th, 2013The Marketing Society March 6th, 2014