Don’t Make Ads. Make Experiences.
Introduction
2020, A year of unexpected and unprecedented things. Especially for the digital transformation age. More and more companies that barely used their online presence are slowly progressing into the digital age. Webshops are being built at a rapid scale, social media profiles are growing and ads are everywhere.
Don’t get me wrong, I know that ads need to be there. Companies such as Facebook, Instagram, Youtube rely on ads to cover the operational and maintenance cost of the platform itself. Furthermore, conventional advertising such as billboards, flyers, tv-ads started to decline even more this year. Some of the reasons for that are self-explanatory: Netflix, Digital Age, Lockdown Crisis, etc…
Don’t Make Ads Make Experiences.
People love to see incredible and unordinary things, this is how our minds work, when you see a regular ad there is a huge chance of you skipping it in a matter of seconds or switching to a different program. But when you see something which sparks your emotion and creates a “wow” that’s a whole different story.
In the past decade, this was mostly achieved using psychical and experiential advertising but with the rise of technology such as AI, Augmented, Mixed, and Virtual Reality, as well as VFX & Post Production experiences, are becoming more and more digital.
Experiences speak to the person.
With all the digital advertising the ability to interest a mind of a potential consumer is harder than ever and brands, as well as agencies, are looking for innovative ways to capture the consumer's attention.
Furthermore, there are a few agencies in the world that are creating some extraordinary production and development projects for some of the biggest brands in the world. Here is a breakdown of the agencies as well as some of their projects which are pushing the boundaries of normal and creating exceptional marketing content.
This will not be ranked in any particular way.
Mathematic Studio. — Adobe Fantastic Voyage.
Mathematic Studio is a creative studio that specializes in VFX / CG founded in 2006 with offices in Paris & Montreal.
Recently in collaboration with agency 72andSunny, they created an amazing world-class commercial for Adobe.
See the Adobe Fantastic Voyage
UNIT9 — Crackables 2.0
Unit9 is a global production company that creates some amazing Films, Games, Experiential Projects, AR / VR Projects. Recently in collaboration with the OnePlus brand, they have released Crackables 2.0. A Sequel to the interactive story-based Puzzle Game Crackables 1.
Users competed for the cash prize of 10,000$ as well as another 10,000$ which went to a charity supporting those in need and those affected by the COVID-19 Crisis. A truly amazing and unbelievable campaign combined with a lot of different aspects.
See OnePlus: Crackables 2.0
MediaMonks — The Uncensored Library
MediaMonks a world-class production company partnered with Reporters without borders to create an unbelievable project & campaign in Minecraft.
For those unaware Minecraft is a Sandbox type game that allows players to create amazing structures and diverse worlds. Since Minecraft is a game available to everybody MediaMonks created an uncensored library within Minecraft. Truly an amazing & spectacular Campaign.
See the Uncensored Library
JAM3 — Adidas ComplexCon
Jam3 a creative and experience agency founded in Toronto created an amazing campaign for Adidas during the ComplexCon. Using Augmented Reality to bring the experience to the end consumer.
They have used Augmented Reality Technology to solve the issue of shopping for the high end, limited edition models of clothing. Amazing work.
See the Adidas ComplexCon
So what’s next in Marketing?
These are just some of the world-class examples of what happens when creative minds and technology are combined.
In the past couple of years, we see rapid investments of leading technology companies such as Google, Facebook, Apple as well as Snapchat investing heavily in new technologies especially Reality technologies, and developing some amazing new software that will open new doors to experience marketing.
As a programmer and a (“I think”) creative person in general I truly believe that the marketing revolution has begun. I founded Definition8 one and a half years ago when I was 19 years old. With a focus on creating campaigns that were never seen before, that will capture the attention of the consumer, “explore” their emotions and bring the brands closer to them.
Because normal is boring.
Thank you.
Josip Vlah
CEO Definition8
