INTRODUCTION, ORGANISATION

& FIRST

CONVICTION

BRAND, DIGITAL AND CREATION

JANUARY  2013  

WELCOME !

WHAT IS IT ALL ABOUT ?

IT COULD BE ABOUT

CREATION AND DIGITAL…

h-p://www.youtube.com/watch?v=D7o7BrlbaDs#t=0m20s  

IT COULD BE ABOUT BRAND

AND CREATION…

h-p://www.youtube.com/watch?v=7udQSHWpL88&feature=player_embedded  

h-p://www.youtube.com/watch?v=yxWvgASA_Q4&feature=player_embedded  

OR ABOUT BRAND AND DIGITAL…

BUT IT IS ABOUT MIXING THE 3

OF THEM

h-p://vimeo.com/37728544  

OUR GOAL THIS SEMESTER

CREATIVE

DIGITAL

BRANDS

OUR CONVICTION: THE KEY IS TO FIND

IN THE HUMAN FACTOR

WHO ARE WE (TO DO SUCH A

THING) ?

OBVIOUSLY NOT THOSE WHO

WERE CHOSEN FOR THEIR ENGLISH,

SORRY.

BUT A GROUP WITH SIGNIFICANT

EXPERIENCE IN DIGITAL,

ADVERTISING, HUMANITIES,

TECHNOLOGY AND CREATION

WHAT DO WE WANT TO DO WITH YOU?

EXPLORE 3 TOPICS

DIGITAL HUMANITIES

DIGITAL BRAND

STRATEGY

DIGITAL CREATIVITY

& INNOVATION

DIGITAL HUMANITIES

Date Subject 22.01.13 Collec2ve  session:  

Lecture  and  lecturers  presenta2on  –  seminar  organisa2on  –  first  explora2on  of  the  «  human  digital  »  point  of  view.

29.01.13 Collec2ve  session  >  Digital  new  rules:  Supernow/Hyperlocal  +  Brief  case  study  Absolu2on

05.02.13  (2  groups)

Digital  review    Debate:  Digital  technologies  are  changing  our  rela2onships  –  from  the  destruc2on  of  private  life  or  honesty  needs  transparency  +  4  Cases  study  presenta2on  +  Final  debate

DIGITAL BRAND

STRATEGY

Date Subject 19.02.13 Collec2ve  session  /  How  

brands  will  be  get  dissolved  by  digital?  Are  the  brands  loosing  their  own  iden2ty?  “Your  brand  is  what  Google  says  your  brand  is,  not  what  you  say  your  brand  is”  C.  Anderson  ///  Do  VS  Say  +  Rise  of  the  genuine  digital  brands

26.02.13 (2  groups)

Digital  review    Debate  >  Social  media  strategy:  Ego  branding  and  e-­‐reputa2on:  Is  Internet  changing  us  into  brands?  Or  should  the  brands  be  more  human?

12.03.13  (2  groups)

Digital  review    Prac2cal  session  /  The  UX  tools  =  persona  +user  journey  +  various  tools

DIGITAL CREATIVITY & INNOVATION

Date Subject 19.03.13   Collec2ve  session  /  

Digital  crea2vity:  The  fruiful  conversa2on  between  technology  and  crea2vity  –  exploring  the  crea2ve  technology  challenges  (Internet  of  things)

26.03.13  (2  groups)

Digital  review    Debate  /  What  will  the  future  look  like?  Believers  VS  Cri2cizers  +  the  utopia  of  transhumanism  /  death  is  dead

LAST SESSIONS: EXAMS & WRAP UP

Date Subject

02.04.13 Presenta2on  (3  groups)  -­‐  Case  study  Absolu2on

09.04.13 Presenta2on  (3  groups)  -­‐  Case  study  Absolu2on

16.04.13 Final  session  /  synthesis  and  conclusions

WHAT ARE YOU EXPECTED TO

DO?

RESPECT THE RULES

RESPECT YOUR GROUPS

Groupe  1  

ANUMUDU,  Ozinna  ARLUNNO,  Ines  ASHOUR,  May  

CHAFFAUT,  Nadège  CHAVANE  DE  

DALMASSY,  Alexandra  CHEN,  Zimo  

GUEROUT,  Tiphaine  HU,  Feining  JO,  Junhyon  

LASSUS,  Estelle  LEAL  SCHAER,  Marina  

LI,  Yiwen  MASMEJEAN,  Louise  MORITZ,  Paloma  SHAIKH,  Neha  

VINAY,  José  Sergio  VOINEA,  Andra  YANG,  Chunjiayi  

Groupe  2  

ABABATAIN,  Norah  ACHART,  Isabelle  

AL  MAHMOUD,  Abrar  BAHR,  Céline  CHEN,  Li2ng  CHO,  Yee  

COUDERC,  Mathilde  DUMITRESCU,  Nora  LAUK,  Andreas  LEJARD,  Julie  LI,  Mengying  LU,  Lanyao  

MATHOU,  Alexandra  SAVOCA,  Gabriele  

SHIN,  Jihyun  SITES,  Mariel  

VIJAYKAR,  Sneha  WANG,  Hsing-­‐Yi  

Date   Group  1     Group  2  

22.01.13   Lecture  29.  01.13  

Lecture  

5  .02.13  (2  groups)  

Debate   Debate  

12.02.13  (2  groups)  

Prac2cal  session   Prac2cal  session  

19.02.13   Lecture  26.02.13  (2  groups)  

Debate   Debate  

12.03.13  (2  groups)  

Prac2cal  session   Prac2cal  session  

19.03.13   Lecture  26.03.13  (2  groups)  

Debate   Debate  

2.04.13  Oral  Case  study  

9.04.13  

16.04.13   Final  session  /  synthesis  and  conclusions  

#1 THE DIGITAL

REVIEW

10% OF THE EVALUATION

Press  /  digital  review:  digital  communicaVon  /  facts  news    Individual  review  of  digital  related  topics  to  be  presented  in  a  short  talk  (5  mn  max)  The  arVcle  /  document  /  photograph  is  to  be  accessible  for  the  enVre  group  (through  a  link  or  a  photocopy  or  any  other  copy)    

Date   Group  1     Group  2  

22.01.13   Lecture   Lecture  

29.  01.13   Lecture   Lecture  

5  .02.13  (2  groups)  

VINAY,  José  Sergio  JO,  Junhyon  YANG,  Chunjiayi  VOINEA,  Andra  

SAVOCA,  Gabriele  LAUK,  Andreas    WANG,  Hsing-­‐Yi    VIJAYKAR,  Sneha  

12.02.13  (2  groups)  

SHAIKH,  Neha  MORITZ,  Paloma  MASMEJEAN,  Louise  LI,  Yiwen  

SITES,  Mariel  SHIN,  Jihyun  MATHOU,  Alexandra  LU,  Lanyao  

19.02.13   Lecture   Lecture  

26.02.13  (2  groups)  

LEAL  SCHAER,  Marina  LASSUS,  Estelle  HU,  Feining  GUEROUT,  Tiphaine  

LI,  Mengying  LEJARD,  Julie  DUMITRESCU,  Nora  COUDERC,  Mathilde  

12.03.13  (2  groups)  

CHEN,  Zimo  CHAVANE  DE  DALMASSY,  Alexandra  CHAFFAUT,  Nadège  

CHO,  Yee  CHEN,  Li2ng  BAHR,  Céline  

19.03.13   Lecture   Lecture  

26.03.13  (2  groups)  

ASHOUR,  May  ARLUNNO,  Ines  ANUMUDU,  Ozinna  

AL  MAHMOUD,  Abrar  ABABATAIN,  Norah  ACHART,  Isabelle  

2.04.13   Oral  Case  study   Oral  Case  study  

9.04.13   Oral  Case  study   Oral  Case  study  

16.04.13   Final  session  /  synthesis  and  conclusions  

Final  session  /  synthesis  and  conclusions  

#2 THE DEBATE

20% OF THE EVALUATION

Lecture  /  presenta2on:  Group  work  (3  students)  exploring  the  problemaVc  of  a  digital  related  topic  linked  to  the  current  subject  of  the  day.    Two  groups  are  expected  to  present  contradictory  points  of  view  in  order  to  start  a  class  debate.  This  presentaVon  is  to  be  accessible  for  the  enVre  group  through  a  detailed  plan,  a  bibliography/webography.    

Group  1     Group  2  VINAY,  José  Sergio  MORITZ,  Paloma  

HU,  Feining  SAVOCA,  Gabriele  

LU,  Lanyao  LEJARD,  Julie  

JO,  Junhyon  VOINEA,  Andra  

MASMEJEAN,  Louise  LAUK,  Andreas    LI,  Mengying  

ACHART,  Isabelle  SHAIKH,  Neha  

ANUMUDU,  Ozinna  GUEROUT,  Tiphaine  

DUMITRESCU,  Nora  CHO,  Yee  

SITES,  Mariel  LEAL  SCHAER,  Marina  

CHAVANE  DE  DALMASSY,  Alexandra  LI,  Yiwen  

BAHR,  Céline  CHEN,  LiVng  

AL  MAHMOUD,  Abrar  ARLUNNO,  Ines  CHEN,  Zimo  

LASSUS,  Estelle  ABABATAIN,  Norah  COUDERC,  Mathilde  

SHIN,  Jihyun  ASHOUR,  May  YANG,  Chunjiayi  

CHAFFAUT,  Nadège  MATHOU,  Alexandra  WANG,  Hsing-­‐Yi    VIJAYKAR,  Sneha  

Date   Side  1   Side  2  5  .02.13  (2  groups)  

Is  Internet  the  end  of  our  private  life  ?  

Is  Internet  transparency  a  condi2on  to  security,  honesty  and  tranquillity.  

26.02.13  (2  groups)  

Is  Internet  changing  us  into  brands  ?  

Are  digital  brands  becoming  more  «  human  »  ?  

26.03.13  (2  groups)  

What  will  the  future  look  like  :  how  technology  is  going  to  improve  us  and  our  lifes  /  the  death  of  death.  

What  will  the  future  look  like  :  how  we  are  going  to  refuse  more  technology  to  avoid  a  transhumanist  totalitarism.  

#3 THE ORAL

CASE STUDY

25% OF THE EVALUATION

Oral  Case  Study:  Group  work  (around  6  students)    -­‐  the  students  will  work  on  a  case  study  based  on  the  situaVon  of  a  real  internaVonal  client.  This  recommendaVon  is  to  be  presented  collecVvely  to  a  jury  –  during  a  20-­‐mn  presentaVon.    This  exercise  will  be  a  preparaVon  for  the  Wri-en  Case  Study  examinaVon.  

OUR SUBJECT

OUR CLIENTS

THE QUESTION: HOW TO BE DIGITAL IN

ASIA

THE GROUPS

Group  1     Group  2  

Group  3   Group  4  

Group  5   Group  6  

#4 THE ORAL

CASE STUDY

40% OF THE EVALUATION

Wriren  Case  Study/final  examina2on:  Individual  work  –  each  student  will  explore  individually  a  case  study  –  following  the  path  provided  for  the  previous  oral  exercise.  This  case  study  will  require  to  use  some  previously  studied  tools  and  knowledge.  

#5 ATTENDANCE & PARTICIPATION

5% OF THE EVALUATION

ANY QUESTIONS?