The Digital Campaign Retirement Home

I like my job.
I like learning about people, brands and culture.
(And it's great being paid for it).
Sure, there are times when I question the value of brands, of advertising, of capitalism and globalisation.
... and my part within that system.
(But doesn't everyone?)

I'm proud to work on campaigns.
I know there are lots of people who have a view that campaigns shouldn't really happen.
That businesses shouldn't really need to market their products or services.
(Because they should speak for themselves).
And I'm not really saying I disagree with that.
I'm just saying I like working on advertising campaigns.
I enjoy it. 

I like them because I've grown up with them.
Because they've entertained me.
Because they've made me laugh.
Or cry.
Or they've taught me something. 

And, with the internet, I can relive the ones I've loved in the past.

Like this.
I love this because of how aspirational it is.
Because the storyline is exciting.
It's a short James Bond film.

When I was younger I used to let my imagination run wild and I used to pretend I was that bloke.
Fighting off sharks to deliver chocolates to the love of my life.

Or like this ad:

I used to love that because the big bad monster is also cute and cool.
... and because it shows a comic version of London from history.

What's great is that someone agrees with me and has posted them on YouTube for us all to continue enjoying.
Probably someone from outside the communications industry.
And it's also great that people still want to look at this stuff.
It's because it's interesting, funny, memorable or evocative of the times.

And that's a goal I'm always setting myself:
"Will it pass the Ten Year Test?"
Meaning, in the future when the campaign is gone and there's no need for the work, will people still want to watch it?
... or hear it, or see it, or play with it, or share it?
It's not a KPI on most briefs, as most briefs want immediate or short term returns.
But it's a KPI I set myself.

I want to create amazing, iconic, beautiful, well thought out communications.
I want them to live well beyond their immediate lifespan.
I want them to continue to resonate, to enthral, to entertain. 
(As well as obviously delivering good results to the client's business - that's a mandatory).

I've worked on a few things I'm really happy with.
That I think looks great, and had great results.
But, I'm always looking for my "And all because the lady loves..."
I'm always looking to go one better. 

How iconic 21st Century campaigns are (and will be) recorded in history is interesting.
Because a lot of great work is shifting away from TV, from Press.
... and it's going online.
It might be a microsite, or a video viral, or a game, or a competition mechanic, or an app, or a mashup.
... or something or somewhere that hasn't been invented yet.
So, how will we capture these iconic ideas effectively?

The Case Study video is one way.
But again, the audience for them is usually communications people.
To show off their wares.
And they're not interactive, they're an overview.
So we need to think about how people can reminisce in the future over digital campaigns.
Are they stored anywhere for people to browse over?
(Do HAT do this?)
Is there an interactive YouTube for digital ideas?
A retirement home for digital campaigns?

If not, why not? 

Comments

[Bertha Barlow]

Everyone does question the value of the brands, advertising, capitalism and globalization in an advertisement. There are times when we, the consumers, cannot believe anymore what the product is saying because of the many fallacies that it commit.