Make Awesome Case Study Videos - Clio Awards - @Faris

@CLIOAWARDS @FARIS

A FUNNY THING HAPPENED ON THE

WAY TO THE AWARD SHOW...

Tuesday, February 7, 2012

WELCOME FROM THE CHAIRMANTuesday, February 7, 2012


“Awards are a publicity stunt” Tony Randall

[That’s a good thing!]


REPUTATIONPRIDE

PACKAGING & MERCHANDISING

TALENTEFFICACY!


The research shows that “Ads that win creative awards are 11 times more efficient at

delivering business success than those that don’t”.

So rejoice in the awards! For the best, most awarded work, works best.


HOW TO MAKE GREAT CASE STUDIES

OBJECTIVE/ PROBLEM TO SOLVEAUDIENCE + CONTEXT

INSIGHTSTRATEGIC SOLUTION

EXECUTIONIMPACT

In fact it’s just like any other kind of work because...


A CASE STUDY IS ADVERTISING FOR

ADVERTISING


AUDIENCE



YOU


CONTEXT


3-5 DAYS10 HOURS A DAY

HUNDREDS OF VIDEOSINTENSE FOCUS

DESPERATE FOR A LAUGH


WINNING


NOT GOODDIFFERENT

NOT GOODNOT DIFFERENT

GOODNOT DIFFERENT

GOODDIFFERENT


PINK PONY

http://vimeo.com/35698258




THIS IS A MOVEMENT


THIS IS A JOKE


DON’T SAY YOU ARE FUNNY - BE FUNNY


HUMORIS

GREATTuesday, February 7, 2012

AVOID

CLICHÉ{marketing jargon/nonsense}


{CATEGORIES}• WHERE DOES IT FIT? [IF YOU AREN’T SURE - ASK]

• CAN IT FIT IN SEVERAL?

• ARE YOU WILLING TO COMMIT TIME AND RESOURCES? {DIFFERENT CATEGORIES HAVE DIFFERENT CRITERIA]

• IS IT AS GOOD AS LAST YEAR’S WINNERS?

• IS IT A CURRENT HOT TOPIC?

• DO YOU HAVE HEART FOR IT? WILL THAT SHOW?


CONTENT & CONTACT“ground breaking

executions or campaigns

that...

minimize or eliminate the barrier between the content and the target audience,

bringing the user into direct contact”


DIRECTIONAL MUTATION


WATSONhttp://vimeo.com/24430881




OTHER VOICES HAVE

POWERTuesday, February 7, 2012

INTEGRATED“at least 3 different media”

[btw its not ‘mediums’]

Hygiene Better Awards

LOOK +

FEELTHOUGHT

Functional“TransmediaEcosystem”

Consistency through...


SYSTEM DESIGNTuesday, February 7, 2012

DECODED





MAKE IT FUN TO WATCH

[DRAMATIC, EXCITING, THRILLING - EMOTIONS YAY!]


YELLOW CHOCOLATE





ADVERTISING PEOPLE WILL PAY FOR IS COMPELLING


BE AS SUCCINCT AS POSSIBLE BUT NO

MORE


WHAT’S THE BRIEF? IDEAS FOR A REASON

THE STRATEGIC SOLUTION

WHAT’S INTERESTING ABOUT THE IDEA?

DID IT EARN ITS OWN ATTENTION?

MAKE SURE YOU HAVE RIGHTS FOR EVERYTHING IN THE VIDEO: FOOTAGE / MUSIC

HYGIENE STUFF:


PRODUCT MARKETING

ADVERTISING TECHNOLOGY

TOOLS+CONTENT Integrated is good

blurry is greatTuesday, February 7, 2012

PLATFORMSIDEAS OTHERS CAN BUILD ON


PAY WITH A TWEET





CHARM THE JURY


DON’TLIE!

WE HAVE INTERNET ACCESS...Tuesday, February 7, 2012

NUMBERSVS

IMPACTTuesday, February 7, 2012


DO: CONSIDER THE AUDIENCE AND THE CONTEXT

DO: LET OTHERS TELL YOUR STORY

DO: APPEAL TO HEART AND MIND

INSIGHT>STRATEGY>IDEA


DON’T: USE JARGON OR CLICHE

DON’T: LIE. SERIOUSLY.

DON’T: MAKE IT HARD TO LIKE THE IDEA


A FINAL FAVORITE...


MAGIC SALAD PLATE





HOW MANY THINGS IT DOES RIGHT:

STRATEGIC SINGLE USE OF PR COVERAGE

NO JARGON

FUNNY/ CHARMING/FUN TO WATCH

BEHAVIORAL & CULTURAL INSIGHT

A CONSUMER PROBLEM TO SOLVE

SIMPLE STRATEGIC SOLUTION

ADVERTISING PEOPLE PAY FOR

FUNCTIONAL INTEGRATION

LET OTHERS TELL YOUR STORY

THINGS THAT RHYME

SIMPLE COMPELLING BUSINESS RESULTS


THANKS!

@FARIS


Self Improvement

Make Awesome Case Study Videos - Clio Awards - @Faris