Showing posts with label creative disruption. Show all posts
Showing posts with label creative disruption. Show all posts

17.10.20

Creative Types| Adobe




Agency: Anyways Creative

Client: Adobe Create

Country: United Kingdom


Creative Types is a personality test created by Anyways Creative for Adobe Create. The test gives the world a tool to learn about their creative selves. It was brought to life by collaborating with some of the world's best creative talent, combining both digital and physical design into the test. 
Over three million people worldwide have taken the test, racking up 56 million page views with 425,000 hours spent on Creative Types. It was covered by industry press and design titles, including It's Nice That, Peta Pixel, Creative Bloq, Design Taxi, Digital Arts, PopPhoto, Digital Synopsis and The Dots.



2.7.20

Year in Search|Google

Another powerful example of a brand using data to drive creativity is Google’s ‘Year in Search’ campaign. Much like Spotify’s data-fueled creative effort, the stars of the search giant’s annual campaign were its users.
Google creatively put insights into action, exploring the emotional story at the heart of every search term that dominated 2016.
Honing in on everything that made that year particularly memorable, including its most shocking news stories from Brexit and Trump’s election to Syria and the Orlando shooting, Google managed to turn the widespread perception of 2016 as a year of disproportionate lows on its head to spread a message of hope, ending with the words: “Love is out there. Search on.”
Aptly highlighting how Google is not just a search engine for the world at large, but a source of learning where people turn for answers, the campaign was a clever play on emotions that once again proved its dominant influence over the online world.
“From Powerball numbers to Olympic champions, whether making dessert or becoming a mannequin, this year affected us all in different ways.” says Ben Gomes, VP Search.
“Through all the highs and lows, people came to Search to learn more and understand.”

Ref:



C R E D I T S: Brexit - Ruptly Trump & Hillary Supporters - Associated Press (AP) US Election map: ABC BLM Protesters - AP Dallas PD Vigil - Ruptly Dallas PD memorial - ITN News Source Orlando PD - Steven Fernandez Aleppo Wall - Russia Insider Omran Daqneesh - AP Refugees welcome - Shay Murphy Justin Trudeau at pride - Canadian Press Hillary Clinton @ DNC - CNN Doaa Elghobashy @ Olympics - AP Simone Biles performance - USA Gymnastics Prince with guitar - Richard E. Aaaron Special thanks to www.alicenter.org/ Ali with mic - AP Bowie with Lighting Bolt - Duffy Archive & Bowie Archive Aziz Ansari w/ Lighting - Photo by Crackerfarm/Under The Table Additional Lighting Makeup shot - Dade Freeman Bear and Deer - JukinMedia Secret Life of Pets available on Google Play Zianna Speaks to City Council - CNN Refugees at Sea - Vice News Border embrace - ITN/Reuters Dallas Protest - Dallas Morning News

Thanks 2016, It’s been weird.|Spotify

Spotify: Thanks 2016, It’s been weird.
Spotify’s largest ever campaign push which launched in November 2016 and spread across 14 markets worldwide is a perfect example of how data can drive creativity in marketing.
Led by its in-house creative team, this innovative, global campaign was 100% fueled by insights.
Relying on data based on their users’ behaviors, the Spotify team used the information they collected to speak directly to their consumers in the most personalized way possible, creatively using listener habits to reflect popular culture.
Successfully placing a humorous spin on the ‘weird’ highlights of the previous year, the campaign proved the power that lies in creative marketing based on audience insights alone.
spotify-2.jpg








“There has been some debate about whether big data is muting creativity in marketing, but we have turned that on its head,” says Spotify’s chief marketing officer, Seth Farbman.

“For us, data inspires and gives an insight into the emotion that people are expressing.”
Streaming service Spotify has become the first big brand to mark the passing of 2016, a full five weeks before the calendar changes, by launching ‘Thanks 2016, It’s been Weird’ across 14 territories - its biggest global campaign to date.
The data-driven outdoor campaign will seek to draw a line under the year which gave us Brexit, Trump and a string of celebrity deaths from David Bowie to Alan Rickman by publishing localised facts and figures on billboards.
In the UK for instance, a poster reads “Dear 3,749 people who streamed ‘It's The End Of The World As We Know It’ the day of the Brexit Vote. Hang in There”. Across the pond meanwhile a similar execution displays: “Dear person who made a playlist called: 'One Night Stand With Jeb Bush Like He's a Bond Girl in a European Casino.' We have so many questions.”
Developed by Spotify’s own in-house creative team based in New York, the campaign brings insight from its regional teams to bear to generate localized copy.
Launched in the UK, US, France and Denmark yesterday (28 November) the campaign will now roll out to a further ten markets including Australia, Brazil, Germany and Sweden. Over the run up to Christmas the campaign will extend to include emails to customers on their own Spotify usage as well as digital and social ads.







7 Skills for a Post-Pandemic Marketer

The impact of Covid-19 has had a significant impact across the board with the marketing and advertising industry in 2020, but there is hope...