Hva skjer’a?

a part of McCann Worldgroup, Norway

Hva skjer a’?





Trender i internasjonal kommunikasjon.







«You don't need to be a global brand, but you need to create fame. But it's more than fame - you have to capture the public's imagination. If you can make people do something or believe something they've never done before, you've set a new trend. But it has to be either super cool or super useful. Or both (the sweet spot). And you can't fake it.»


«Om man vill låtsas att det är vetenskap, är formeln:»

Idé + En jävla massa tur = Global trend i reklam


«Guts. Nuts. And nothing to loose.»



«There's more conversation and less broadcast. There's a lot of crap trends that have come out of that like overusing user-generated content. But having user participation is great, and snackable content is a good thing (but you'll never kill big blockbuster TV advertising, thank goodness).»


«One trend is how innovation in products changes the way we communicate.E.g. Google had several new products and services this year. Cannes Lions was this year dominated by campaigns advertising these new features. The cool thing is that you see ideas for totally new features contra another “new idea” for an old product with an old USP. New technology = new USPs = new advertising.»


«The world is beginning to take sustainability seriously and brands need to do so and be seen to doing so.»


«For most brands, there’s no longer an USP. Not because the product or service got worse, but because almost every USP have been taken, or destroyed by another brand with a similar product.

It’s like Ancient Rome. Most brands have to fight inside the Colloseum and find a way to impress the masses, or else be eaten by the lions.»



The Project


http://www.youtube.com/watch?v=p63BwVm_ojw

http://www.youtube.com/watch?v=p63BwVm_ojw


The Arena


http://www.youtube.com/watch?v=wARLfVzSsLs

http://www.youtube.com/watch?v=wARLfVzSsLs


The Moment

QuickTime™ and a decompressor

are needed to see this picture.


http://www.youtube.com/watch?v=XNic4wf8AYg



«I hope we still entertain and impress with big TV. It would be great to be faster and more tactical, jump on a feeling that's happening right now with a really smart response or point of view from a brand. Capture the national/global feeling.»


«I hope we continue to lead and have the balls to tell people what's cool or what they should be doing, because it's just boring when the industry is quaking in its boots because of the internet and hand over control to consumers too much. They're not as good as we are at creating really sexy and exciting comms.»


«Original ideas and quality content has never been more valuable and needed as of today. Everyone has got the tools, but not everyone has something important or useful to say. Strong, consistent branding is therefore more relevant than ever. Having millions of people buzzing about your brand on various social media platforms, you better give them something good to buzz about.»




Travel

Hva skjer’a?