Creative Blather Concludes ‘Creative Is Non-Linear’
Apparently, as indicated by the very sparsely attended session, not many people are interested in listening to creative types hyping their most recent creative endeavors. Moderating the collection of creatives, Click Here ACD Brian Linder, DesignKitchen CD Sam Landers, Arc Worldwide Group CD Tim Irvine and AvenueA Razorish Disciplne lead (whatever that is) Brooke Nanberg, was Program Partners SVP David Hutchinson.
Landers, the most “creative looking” of the bunch, took the audience though the very Flashtastic work he had done for Motorola to promote the brand and, well, I’m not sure what else. The most telling bit of education here was the utterance by Landers, “oh, it’s still loading.” Linder shared the work his agency did for high end tequila Patron. Unfortunately, the campaign consisted mostly of low brow humor - not exactly the approach to position a high end brand. His agency also created a site, simplyperfect.com, that carried the campaign’s theme of debate but enabling people to take two side of an issue and post it for others to comment upon.
Irvine shared work for Cadillac that attempted to take the “old” out and inject the car with some “badass” as one critic said while describing the new Cadillacs. Irvine created a fairly cool online car racing game that appeared to be engaging. Within the first month of the campaign the site got 170,000 page views, 57,000 visitors and 150,000 downloads. Nanberg, in explaining her work for AT&T’s Digital Lifestyle center - a site that illustrates how AT&T integrates with life, suffered the unfortunate side effect of Flashturbation. Pages took forever to load. Pages hung. Pages froze. And the kicker is the site actually has a Troubleshooting link right up top as if it was in the plan that many people would have trouble viewing this site. The one shining nugget she left us with as if it were an earth shattering insight was “creative is non-linear.” Um. OK.
