This next post comes from Jordan, who's currently interning at Y&R. He argues that in the internet age it's still possible to have a huge idea that's low-tech. Jordan brings us a brilliant example from JWT Italy which supports his theory.
We all know ‘traditional’ media is on life support, and it’s essential for our books to bleed digital and interactive pieces. But that can’t be everything.
My advice to you – advice I desperately need to put into practice in my own book – is that you can’t limit yourself to cool AR pieces and trendy iPhone apps. Creative Directors aren’t just looking for new media ideas; they’re looking for big ideas. Scratch that. They’re looking for smack-you-in-the-face-where-did-that-come-from-do-I-smell-burnt-toast-because-I-think-I’m-having-a-stroke ideas.
Again, the kids overseas are showing us how it’s done. Check out this huge idea from JWT, Italy.
Creative Director, David Houghton said, "Working in different media can be learned, but amazingness is always in short supply."
Time to get more amazingnesser…