Archive for the ‘Events’ Category
24th June 14
Tonight we’re co-hosting an event with Decoded to celebrate the “New Revolutionaries”, the people transforming their industries through creativity and technology in glorious combination.
Kathryn Parsons, Lindsay Nuttall and I are lucky enough to be hosting a night of inspiring showcases and talks celebrating the people driving that creative revolution.
We’ve got two tickets to give away if you fancy it: please just tweet us @bbhlabs or @bbhlondon or leave us a comment below.
Alternatively, we’ll be live streaming the event via Twitter thanks to our friends at Streaming Tank and we’ll write up the event for this blog when we’re out the other side..
11th April 14
Author: Ben Shaw, Social Strategy Lead, BBH London
Last month, BBH London sent 11 lucky people to Austin to discover the latest innovations that tech, film and music had to offer. Amongst the BBQ, beer and banter, they managed to find a bunch of insights about the advancement of the human race. Topics like this may only truly be delivered under a desert sky with smoked meat and a pale ale, but in an effort to distribute our learnings to a wider audience we’ve tried to distil them down into some slides (below). We looked at three topics that we think are vital to our future – as an agency and as human beings. Enjoy.TECHNOLOGYCREATIVITYPEOPLE
14th October 13
Author: Miguel Andres-Clavera, Creative Technology and Innovation Director, BBH Asia Pacific
For some time now, artists, programmers and marketers have been seeking innovative ways to collaborate, to blur the line between art and technology, thereby creating complex systems that merge the real world with the digital world. As these new experiences transcend digital mediums and permeate our physical experience, we begin to witness the emergence of public performance as a spectacle.
We had a great opportunity to explore some of these ideas when we were tasked to launch Nike’s new Hypervenom football boot collection in Southeast Asia. Our imagination ran wild at the thought of of creating an experience that combined real football with virtual challenges and got us really excited. In a way we wanted to allow fans to experience a whole new way of playing football, to make fans feel as if they were personally immersed in an epic video game.
The challenge was to create an authentic experience that preserved the physical skills and attributes required when playing football in real life, then take the player through an intense emotional journey culminating in a ‘deadly’ twist, giving him or her a sense of empowerment from the game.
The ‘house of deadly’ was born, a mixed-reality gameplay experience in a controlled environment where players were monitored and challenged to perform actual football skills but in a virtual context using an adaptive interface. Read full post
19th July 12
Authors: Fran Hazeldine, Head of Strategy and Pelle Sjoenell, Executive Creative Director, BBH LA
A few weeks ago we asked Planners and Creatives from a range of agency backgrounds to fill out a short survey about the Planner / Creative relationship.
As promised, we’ve got some results to share. If you like your slides with added innuendo, our Planningness presentation is available here. But it’s quite minimalist and really needs the voice over, so we’ve summarized the main findings below.
A few notes on the sample
The 324 respondents were a mixture of self-selecting BBH Labs readers, people from our extended professional networks and anyone else we could persuade to take part. So there are probably all sorts of research effects that mean you shouldn’t take any of the results as hard fact – more food for thought and discussion.
What do we know about the survey respondents? Not surprisingly, we had more Planners than Creatives. And the Creatives tended to be more experienced and male. There was also a heavy North American and European skew across the board.
But despite collecting a mass of demographic info, the results we’re sharing are not split out by gender, age or region. We tried cutting the data along these lines, but any variation was remarkably unremarkable. So instead we’ve focused on the simple comparison between Planners and Creatives, which turned up some much juicier stats. Read full post
5th July 12
Last month Google asked me along to their Creative Sandbox in Cannes to give a ‘lightning talk’ about ‘something I was particularly interested in’. Luckily, they gave me just 15 minutes to speak or we would have been there all day in the baking heat.. Thank you to everyone who came along and asked lots of questions afterwards – here, for what it’s worth, is a record of what got discussed.
I’d like to talk about 2-3 things here, loosely connected by a theme around how and why we should keep contributing to, using and building the open web:
1. The Guardian, the UK newspaper (a client of BBH London) and their ‘open journalism’ positioning.
2. A project we’re developing at BBH Labs called Robotify.me.
3. A postscript on how we like to work here and what “open and constant learning” means in practice.
19th June 12
Author: Ross Berthinussen, Strategy Director, BBH London
At 11 o’clock this morning, we premiered the launch ad for our new Olympic campaign for British Airways on Facebook. At 7.35pm GMT this evening, it will be broadcast to the UK, just before kick off in England’s critical, final group game in the Euros.
The campaign is a rallying cry for Britain to stay at home during the London 2012 Olympic and Paralympic Games to support the national team. Just this once, when its country needs it most, when the Olympic Games comes to London, Britain’s national airline is telling Britain not to fly.
Even with its tongue in cheek tone, it’s a bold move. I thought I’d share some of the thinking behind the campaign and some things we’ve learned along the way.
We’ve had a turbulent journey with BA over the last six and a half years. We’ve been with them through the PR disaster of T5, fog, volcanic ash, the recession and industrial disputes. But right now, confidence is high. They have new leadership, they’re financially solid after the merger with American and they’re reinvesting in the customer.
Our communication has had a job to do to help restore this confidence – to rebuild pride inside the organisation and the emotional connection the nation has with its flag carrier.
In September last year, the airline recommitted to “To Fly. To Serve”, a motto that has lived in the organisation for over fifty years, with a campaign that celebrated the people who live their lives by this ethos. We followed this fast with a campaign in February that heroed the BA team who were ready to welcome the world to London for the Olympics.
Our body language over this time has been critical. To instil confidence we had to act with confidence. We bought big TV spots, press insertions and outdoor sites. We had the confidence to lighten up. We featured an orangutan and racing baggage in our ads. This summer billboards across London will rally Britain, “Don’t Fly. Support Team GB”.
Build in reward
We hope people are going to lean into this idea: we’ve got a series of high profile TV spots this week to build conversation; with the British Olympic Association’s backing we’ve persuaded members of Team GB and Paralympics GB to share the ad – so a lot of people will hear about it first from the athletes; and hopefully the nature of the idea will spark interest and debate.
So we wanted to build reward in for those who want to get a bit closer.
We’ve created a customisable version of the TV ad online in which you can enter your postcode and, using the Google Streetview API, watch a version of the film with the plane taking a detour down your street. To premiere the ad this morning, BA’s facebook community were asked to first enter their postcode to receive a personalised version of the film.
We’ve made a documentary with Michael Johnson, Sir Clive Woodward, Denise Williams and Shelly Woods, that explores the difference it makes for sports people to compete on home soil with a nation behind them.
The ad itself has scenes that reward multiple viewing – like the old lady onboard who checks the time on her watch as she passes Big Ben.
And we might have made a short film that suggests there might have actually been a plane driving through Richmond Park – whilst making a nod to the Fenton viral.
Do vs. say
We obsess a lot at BBH about getting to different kinds of ideas. Asking what can we do, rather than what can we say, seemed a good place to start here. The creative brief for this idea was, “what can we do to show our support for Team GB?”
Have a point of view, start a conversation
We got to the idea of telling Britain not to fly early. It became grounded when we listened to an ex Olympian talk about the concept of the home advantage. This gave the brand a point of view on the Games and the guts of our campaign. All our activity invites you to join in with #homeadvantage.
Get everyone onboard
There are over 40,000 people working at BA. There was a chance that they might not like us telling people not to fly. We needed them to understand that this was the ultimate expression of our support for Team GB, that it would help build the brand and that people wouldn’t take us too literally. So BA have been running a huge internal programme to get them onside and share the thinking behind the campaign.
We’re telling people not to fly but we still need to sell flights. Whilst we can’t be seen to promote travel over the Games we can offer money off flights and holidays to get away afterwards – this idea actually came from our client in the meeting when we first shared the idea.
Be generous (and dodge the tornado)
You have two fears developing a campaign as an Olympic sponsor. One, that you will appear cynical, simply piggybacking on the event for your own gain. Two, that you will be swept up in the tornado of other sponsors (and hi-jackers) vying for people’s attention and time. Brands trying to claim that they are also faster, higher, stronger. Or showcasing athletes using their products.
This campaign builds on a series of things BA have been doing over the last few years to support Team GB and Paralympics GB, including flying the team and its equipment around the world, which has built credibility in this space. We hope that this Olympics, by zagging when everyone zigs, by having the courage to admit that the fortune of the British team is more important than buying our product, we will not only dodge the tornado but be seen as genuinely contributing to the performance of the British Team.
We couldn’t have got here without a brilliant relationship with a very brave client, a talented BBH team and the support of a tight team of agency and production partners including Zenith Optimedia, IMG, Cake, 12th Floor, Partizan, Framestore, Stitch, Angell Sound, Black Sheep Music, Google and Paul Zak at Burnham Niker.
(And, it goes without saying, if you’re British and reading this, please consider staying at home and supporting Team GB and Paralympics GB during the Games. Your support could be the difference between silver and gold).
3rd May 12
BBH Asia Pacific Chairman, Charles Wigley, and Rob Campbell of W+K delivered their joint talk “Everything we know, is wrong” at The Asia Marketing Effectiveness Festival in Shanghai last week. Asked to be provocateurs, their talk (slideshare below) smartly tackles five flawed notions in one fell swoop: from ‘tv is dead’, ‘brand love’, ‘everyone wants to join in’, ‘pre-testing makes everything better’ and finally ‘London and New York know absolutely everything’. At Labs we particularly enjoyed the provocation of the last theme, which struck us as something not discussed nearly enough on these pages. If you’re someone with a client or simply a keen interest in Asia (so all of us, then..), then may we suggest – if you do nothing else – reading slides 64-81 of Chaz and Rob’s presentation below.
As Chaz himself puts it:
“We had what we knew would be a crowd pleaser in the East where we have both lived and worked for years, but may be less of one in the West. We’ll see. We firmly believe it anyway. Specifically we took on the notion that ‘West knows best‘. If you believe that culture significantly influences how people look at and interact with the world, then there is ample evidence that it causes Asian – more collectivist – consumers to interact differently towards brands and to read communications differently. Academia and our business are just at the start of understanding this one. But it’s going to be big. Read Richard Nisbett’s ‘The Geography of Thought’.”
4th November 11
Posted in Events
Author: James Mitchell (@jamescmitchell), Strategist, BBH Labs
Preparations for our night of storytelling for Internet Week Europe are almost complete. And with less than a week to go until Thursday the 10th, we thought we’d share a little preview info of some of our speakers. Tales will include…
It’s looking to be a lot of fun. It looks like we’re at capacity, with a heavy waitlist – but there is still one way to get in. We’ve still got space for a few micro-stories: that is, tales of five minutes instead of ten. So, if you have any internet incidents that you think might amuse and enthrall and you want to come, drop me an email at firstname.lastname@example.org in the next few days.
And if you just can’t make it but want to tune in, watch this space – we’ll try to get a stream up and running on the night, right here.
TagsAdvertising creativity crowdsourcing design digital google Jim Carroll mobile participation social social media storytelling strategy technology twitter
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