digital drama
TRANSCRIPT
Digital Drama
Miroschnichenko Arthur. Copywriter. Hungry Boys
19.10.2012 /Russian Internet Week
From USP to Brandingand back:
Miroschnichenko Arthur. Copywriter. Hungry Boys
19.10.2012 /Russian Internet Week
USP &Unique
business ideas
Advertising
Branding
USP &unique
businessideas
1850
1930
1970
2012
Now
Creative ad for not so creative business?Creative ad for not so creative business?
Miroschnichenko Arthur. Copywriter. Hungry Boys
19.10.2012 /Russian Internet Week
Miroschnichenko Arthur. Copywriter. Hungry Boys
19.10.2012 /Russian Internet Week
How to catch the attention?
Miroschnichenko Arthur. Copywriter. Hungry Boys
19.10.2012 /Russian Internet Week
Drama
Miroschnichenko Arthur. Copywriter. Hungry Boys
19.10.2012 /Russian Internet Week
Drama
The base illusion
Insight
Conflict
Miroschnichenko Arthur. Copywriter. Hungry Boys
19.10.2012 /Russian Internet Week
Drama
«It’s about me!»
It’s so interesting!
Miroschnichenko Arthur. Copywriter. Hungry Boys
19.10.2012 /Russian Internet Week
Good ad = product + conflict
To make a good adyou should dramatize the role of product
in people’s life
What does it mean
to make an ad?
Miroschnichenko Arthur. Copywriter. Hungry Boys
19.10.2012 /Russian Internet Week
What does it mean
to make an ad?But
It’s mean to make
a good brand’s interface
Miroschnichenko Arthur. Copywriter. Hungry Boys
19.10.2012 /Russian Internet Week
It’s mean to make
a good brand’s interface
Miroschnichenko Arthur. Copywriter. Hungry Boys
19.10.2012 /Russian Internet Week
BrandConsumer
Interface
Miroschnichenko Arthur. Copywriter. Hungry Boys
19.10.2012 /Russian Internet Week
But we know that
the best interface is no interface!
Miroschnichenko Arthur. Copywriter. Hungry Boys
19.10.2012 /Russian Internet Week
How to make the brand interface
invisiable?
The main ad question
Miroschnichenko Arthur. Copywriter. Hungry Boys
19.10.2012 /Russian Internet Week
BrandConsumer
Interface
Real valueInsight value
Miroschnichenko Arthur. Copywriter. Hungry Boys
19.10.2012 /Russian Internet Week
BrandConsumer
Interface
Real valueInsight value
Make a service ideaWork with a base illusionMake a drama!
Drama
Miroschnichenko Arthur. Copywriter. Hungry Boys
19.10.2012 /Russian Internet Week
DramaLiterature
Cinema
Theatre
AdvertisingPrint
Ambient
TV
Digital
Miroschnichenko Arthur. Copywriter. Hungry Boys
19.10.2012 /Russian Internet Week
Prints
BBDO MoscowFisherman’s tale
AlmapBBDO San Paulo
CLM BBDO France
DramaDramaAttraction
Sex, Violence,catastrophe,
fear, etc. Visual Metaphor
No attraction
Conflict, story
Miroschnichenko Arthur. Copywriter. Hungry Boys
19.10.2012 /Russian Internet Week
Miroschnichenko Arthur. Copywriter. Hungry Boys
19.10.2012 /Russian Internet Week
Video
Elephant CairoEgypt
http://www.youtube.com/watch?v=X21mJh6j9i4
Elephant CairoEgypthttp://www.youtube.com/watch?v=7udQSHWpL88
Miroschnichenko Arthur. Copywriter. Hungry Boys
19.10.2012 /Russian Internet Week
Ambient / Event / Viral
Elephant CairoEgypt
http://www.youtube.com/watch?v=316AzLYfAzw
Digital drama?
Miroschnichenko Arthur. Copywriter. Hungry Boys
19.10.2012 /Russian Internet Week
Interactive videos
Miroschnichenko Arthur. Copywriter. Hungry Boys
19.10.2012 /Russian Internet Week
Miroschnichenko Arthur. Copywriter. Hungry Boys
19.10.2012 /Russian Internet Week
youareblind.comhttps://vimeo.com/50786479
Viral?
Miroschnichenko Arthur. Copywriter. Hungry Boys
19.10.2012 /Russian Internet Week
Miroschnichenko Arthur. Copywriter. Hungry Boys
19.10.2012 /Russian Internet Week
http://www.youtube.com/watch?v=R55e-uHQna0
Mobile?
Miroschnichenko Arthur. Copywriter. Hungry Boys
19.10.2012 /Russian Internet Week
But at whole...
Miroschnichenko Arthur. Copywriter. Hungry Boys
19.10.2012 /Russian Internet Week
Back to reality
Miroschnichenko Arthur. Copywriter. Hungry Boys
19.10.2012 /Russian Internet Week
Miroschnichenko Arthur. Copywriter. Hungry Boys
19.10.2012 /Russian Internet Week
Reality Digital
Miroschnichenko Arthur. Copywriter. Hungry Boys
19.10.2012 /Russian Internet Week
Digital reality
http://sagmeister.com/welcome
REALITY
Evolution of digital
Yesterday digital simulated the reality
Now it just demonstrates it.
Reality
REALITY
REALITY2010 2012
No Digital
Miroschnichenko Arthur. Copywriter. Hungry Boys
19.10.2012 /Russian Internet Week
CAR vs PIANO
Touch Z-Distance
Make drama, not digital.
Miroschnichenko Arthur. Copywriter. Hungry Boys
19.10.2012 /Russian Internet Week
About drama:
Miroschnichenko Arthur. Copywriter. Hungry Boys
19.10.2012 /Russian Internet Week
А. Митта. Кино между адом и раемС. Эйзенштейн. Монтаж аттракционовЮ. Арабов. «Введение в кинознание». Лекция на http://distantlight.tv
Thank you!
Miroschnichenko Arthur. Copywriter. Hungry Boys
19.10.2012 /Russian Internet Week
http://www.facebook.com/arthur.miroschnichenko