art+copy+code (an internal presentation)

“hello world”
main() {
extrn a,b,c; putchar(a); putchar(b);
putchar(c); putchar('!*n');
}
a 'hell';
b 'o, w';
c 'orld';

2
ogilvyone:: big data for
smarter customer experience
//http://www.youtube.com/watch?v=449twsMTrJI (http://adayinbigdata.com/)

imedia agency summit
aug 2014
e: jonny.ha@gmail.com
r: @jonnyha
l: nz.linkedin.com/in/jonnyha
12/sept/2014

4
http://imediasummits.asia/
this guy
is not me_

5
t’was beautiful_
//http://instagram.com/p/sGnU89Tga_/

6
t’was captivating_
//ryan ferguson, head of platform solutions && innovation for google south east asia_

7
t’was fun, though a wee bit rainy_
//http://instagram.com/p/sKyo4zzgfC/

8
but i was in a conference room_
//http://instagram.com/p/sMKse2TgY-/

9
so_ what actually happens
in an imedia agency summit?
• 100++ senior management && executives from
agencies, publishers, tech solution providers
• && for 3 days whole days:
– speed dating _biz-connect sessions
– industry insights sharing from the region _roundtable discussions
– released for an afternoon _sponsored activities:: ranging from golf,
cultural visits, white water rafting, etc_ – yes, i was out and got
some rain :-(
– sponsored talks _essentially:: buy me!
– networking && evening cocktail sessions _glug, glug, glug, zzz

10
i also played golf with a bloke
from doubleclick_

11
when i came back,
there was a brief for me::
“top 10 things
you learnt from the summit
at kota kinabalu
in the last week of august”
//briefed:: 12/sept/2014; deadline:: 31/sept/2014; today, i am editing the slide for slideshare (06/nov/2015) but this has not yet been presented_ 

12
“pace your drinks_
it’ll be a long long night_”1

13
oh_ comscore sponsored golf &&
the theme was _most_ interesting
//http://instagram.com/p/sJnNHZTgWx/

thank you_
#1 thing – “pace your drinks_
it’ll be a long long night_”
no, not really. i’m not done. I
just wanted to use the “f#ck
briefs” image_

15
_many many jargons && buzzwords
dps; cpc; ecpc; ecpa; rtb; rich media ads; mobile;
metrics; video platforms; integrated metrics;
content marketing; seo performance; ad exchange;
programmatic marketing; dynamic creative
optimzation; programmatic marketing platform;
technology; strategy; solutions; pmp; data
management platform (dmp); cpm; cpe; cpv; et
cetera_
most of these you can find out in wikipedia_ :-)
the presence of creative agencies has increased (from what i’ve heard),
which is good sign_ (ie_ importance of content!!)
but – yes, from the jargons you could tell that the event was very heavily
digital media skewed

16
one of the keynotes did
stand out for me_
(because i am a geek)

17
“creative coding”
wikipedia:: creative coding is a type of computer
programming in which the goal is to create something
expressive instead of something functional_ it is used
to create live visuals and for vj’ing, as well as creating
visual art and design, art installations, projections and
projection mapping, sound art, advertising, product
prototypes, and much more_

18
the keynote speaker spoke a lot
about data visualisation
//http://www.youtube.com/watch?v=s2b06qtqpp4

which didn’t mean much,
except__ make data beautiful__
so_ i learnt nothing(?)

20
“the creative revolution”
in the late 1950s and into the 1960s, there was a wave
of young art directors and writers from the bronx and
brooklyn of all backgrounds, nationalities and
religions_ their new breed of advertising had energy,
style, wit and youth_
it was the era of art+copy.
but wait, it made me think!

21
today_ “art, copy +code”
art+copy==creative;
creative+code==today;
this+that==idea;
from google: “code” is being added to the core
creative team of art and copy, and the work being
made isn't like the ads we're used to_
code is enabling the re-imagination of everything_ it's
connecting everyday objects to the web, telling more
personal stories with data, and making our lives easier
and more fun_
//http://www.artcopycode.com/

22
connected objects:: let’s get phygital
“talking shoe”
//http://www.youtube.com/watch?v=VcaSwxbRkcE

23
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why are codes important?
codes == data
data == consumer information
the world has been digitalised_
“what hasn’t changed is the need for
human insights;
breakthrough ideas &&
emotional stories.”
//http://www.artcopycode.com/

24
_humans are emotional
void applyThinking() {
if (digital == rational) {
humans == emotional;
} else {
System.err.println("i can't be wrong!");
}
}
the digital world is rational, but_

25
we have (too) many technologies
out there today
3d printer

26
some you’ve never heard about, because
you aren’t feeling ‘connected’ to them_
//http://www.complex.com/style/2013/05/25-inventions-that-are-completely-pointless/ipotty
ipotty laser scissors
aircon shoes ipad typewriter
dvd rewinder(?!)

27
&& some you may have heard of_
//http://mashable.com/2014/07/16/how-you-make-selfie-toast/
like this selfie toaster

28
just because we can be phygital doesn’t
mean we _have_ to
//www.youtube.com/watch?v=GD3W4x-R6OI

29
#theworldsfirstcrowdsourced
3dprintedqrcodelivestreame
dviagoprotoasmartphoneorta
bletdevicedronedeliveryticke
tsystemproject

30
“do the right thing_”
the right message;
the right connection;
the right audience;

31
using the mobile/web properly::
guy cotton – a trip out to sea
//http://www.youtube.com/watch?v=0Uu_N1c7E2M (http://sortieenmer.com/)

32
using mobile properly::
bradesco seguros insurance
//http://www.youtube.com/watch?v=OvoiBGcJojM

33
using what’s available properly::
carbonstory – world under water
//http://www.campaignbriefasia.com/2014/05/bbdo-and-proximity-singapore-a.html(http://worldunderwater.org)

34
but really, it’s about
understanding
human behaviour_
(based on technology; APIs; platform policies)
understanding what is possible;
and what can be done is important_

35
&& win a prize from
@jonnyha
yes, this a real qr code_
please scan it_
(pdf note:: this qr code has an
animation build to fly around so no
one can get it during the presso_)
(pdf/speaker note:: remember when qr code first came out? it was a long time ago_ after i left japan, i thought it’s an old
technology, but joining an agency_ i realized that clients are still talking about && requesting for it_ creative team are
proposing it_ anyhow; i have a quick story, tell me where this links to, and win a price_
in taipei, 2 years ago. i saw a qr code on a billboard_ seeing that it’s hennessy, and me being me (working on johnnie
walker), i wanted to know what it’s about. I tried to scan it && failed__

36
do not just slap a qr code on
things without thinking_ or i’ll…
the cow will slap you_
yes, this is a cow_

37
“do the right thing_”
again, even with technology,
it’s about one thing -- your audience_

thank you_
yes, this a real qr code_ i took this picture after I failed to scan it_
it’s only scannable if you’re suicidal and stand in the path of oncoming traffic_

end;;
e: jonny.ha@gmail.com
r: @jonnyha
l: nz.linkedin.com/in/jonnyha
12/sept/2014

art+copy+code (an internal presentation)

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