humanizing digital creativity

© 2012 Draftfcb. Do not distribute without prior approval.

Humanizing Digital Creativity

Noor Ashikin AzizExecutive Creative Director

Draftfcb Malaysia

http://linkedin.com/in/rudyazizTwitter: @drnoor

http://linkedin.com/in/rudyaziz


http://twitter.com/drnoor



Humanized Creativity“The importance of awareness of self, our ability to gesture

and respond to our surroundings kinesthetically... to empower the innate essence of expression within us all”


Humanized Creativity“The importance of awareness of self, our ability to gesture

and respond to our surroundings kinesthetically... to empower the innate essence of expression within us all”

Driven by Technology the Digital Age


Humanized Creativityin the Digital Age

• Real

• Visceral

• Relatable

• Social/Shared

• Collaborative


Humanizing Digital Creativity,A Humanized Brand



• Is it believable?




• Does it create a reaction?





• Is the creativity relatable?






• Does is incite sharing and conversation?






• Does is incite sharing and conversation?

• Does it make people want to do things?


The Humanized BrandTell Real Stories


Use real people to tell real human stories.Where once the broadcast mechanics mainstream media allows for 15 or 30 secs storytelling, Digital and Social Media has opened up a wider window

for engaging with consumers.

And in a wider, longer, deeper space of engagement, consumers want real stories.

Or stories made real.


The Humanized BrandCreates a Reaction


In a space where consumers are bombarded with multitudes of choices, reaction counts.

Reaction creates the desire to want to watch, act or engage.

A visceral, or larger than life, experience creates the desire to participate.


Play Giant Chalkboard Video

https://vimeo.com/34790410






The Humanized BrandIs Relatable


Your message must relate to the audienceyou are engaging with.

With digital empowering consumer mobility, your message have to connect not only

emotionally, but also physically.

Not only must you reach them where they are, you must also connect to their behaviour

at that point in time.


Play MusicCity Showcase Video






The Humanized BrandMake People Want to Share The Stories


Give them a reason, not just the tools, why they should share. Social sharing buttons

are great but they are worthless withouta reason why.

If you want consumers to act or share things on your behalf answer “why would I?”


THE FASTEST CHRISTMAS CARD IN THE WORLD.

BMW (Schweiz) AG

www.bmw.chSheer

Driving Pleasure

Play Fastest Xmas Card Video

http://www.youtube.com/watch?v=Z1BEAQkQStU





The Humanized BrandCollaborates


Consumer content creation is the main driver of digital and social media. Digital will not be where it is without content created and

shared by consumers.

In the branded space, leverage on this desire to take user engagement into deeper more

engaging levels.

Get creative with creating.


Play TM Urbanscapes Showcase Video







Humanized Creativity inthe Digital Age



• Is about real or making stories real




• Creates a visceral reaction





• Relates to the audience






• Let the idea be social/shared






• Let the idea be social/shared

• Is collaborative


It’s The Humanized Brand,That Humanizes Digital

Noor Ashikin AzizExecutive Creative Director

Draftfcb Malaysia

http://linkedin.com/in/rudyazizTwitter: @drnoor



