TBWA Worldwide has tapped 700 of its specialists around the world to form a network of 19 offices – including Toronto – to unite their digital offerings.
The Digital Arts Network (DAN) will focus on digital initiatives such as e-commerce, social media, analytics and audience behaviour. The idea behind the new organizational structure is for clients to gain access to the best of both global and local digital talent.
“Say we need Java expertise, or a specific CMS tool. We don’t need to have it in-house because we can just reach out to Germany because Germany is doing CMS,” said Tasha Dean, head of production and digital director at TBWA\Toronto.
In Toronto, the DAN team will focus on social media and analytics. Some of the brands it works with include Gatorade, Nissan Infinity, KPMG and Yellow Tail.
In most cases, existing digital departments within TBWA offices will be rebranded as part of the Digital Arts Network and the DAN operations will operate as part of the local TBWA office.
Other markets to house DAN offices include Australia, Belgium, Denmark, Finland, France, Germany, China, Japan, Mexico, New Zealand, Singapore, South Africa, UAE, U.K. and the U.S.
On January 20, 2011 TBWA Toronto had the pleasure of hosting Interaction. The event drew a crowd of well over a hundred! All kinds of agency and production people all turned out for this one-of-a-kind event and we were very proud to be a part of it.
For those of you that don’t know, Interaction is a think-tank/discussion group/task force for interactive thinkers. It’s comprised of you, me, and other people in the industry. It’s inclusive of agencies, development partners, creatives, developers, producers and everyone else. It’s a about getting together, having a drink and chatting about what we’re up to, where things are going, and how together we can continue to push innovation locally. Collaboration is a good thing. We like it. Each time the event is held at a different agency and the work presented is always fresh and exciting.
Thanks to all of those that came out! For those that couldn’t make it, there’s always next time. Event pictures are below.
The Energizer “Don’t Die Too Soon” campaign starring Clickity Camera, Flickity Flashlight, Kenny Controller and Ricky Remote recently launched on the Energizerca YouTube channel to educate consumers about “the right battery for the right device”. Building on the fact that the there’s nothing worse than a device dying on you during its big moment and inspired by 70’s and 80’s animation, the TBWA\TORONTO team created these four fun spots.
From its DIG Turbo engine, to its all-wheel drive system, to its unique design cues, everything about the Nissan Juke screams innovation. It is this innovation that TBWA\Toronto wanted to bring to life through this campaign. So, in partnership with Nissan Canada, we created a series of short films which tell a fantastical story about Nissan Juke, each highlighting a specific innovation in engineering or design.
The goal is for the campaign to grow organically, with “incremental” support on various influential online properties. Vying for a position amongst top entertainment portals, the Juke launch campaign and its Urban Legend handle have created a broad stage rivaling the launch of some of the best Hollywood blockbuster films.
Nissan Canada Inc., recently launched its second annual Armchair Hero campaign. The interactive, CFL-fan site, conceived and created by TBWA\Toronto, allows fans of seven CFL teams to submit plays that could be used in an actual CFL game. The Nissan Armchair Hero finalist of each team will win tickets to the sold-out 98th Grey Cup Game where, during the championship, they will go head-to-head to win an all-new 2011 Nissan JUKE.
Nissan Armchair Hero is the only contest that invites enthusiasts to assist CFL coaches with creative plays. At www.nissanarmchairhero.com, fans explain why their play is a ‘touchdown’ by submitting their plays and videos online, which are then voted on by other fans. The head coach reviews the top ten plays for each team and the winners will attend the sold-out 98th Grey Cup Game in Edmonton this November where they will compete for a chance to win a 2011 Nissan JUKE.
To date more than 3200 plays have been submitted and more than 75,000 votes have been cast. Making this a hugely popular interactive fan site that takes Nissan’s CFL sponsorship to a more engaging level.
One of my responsibilities in production is to keep our clients/agency abreast of new and innovative print ideas.
One example of that is the video in print below from one of our vendors. This example intrigued me because it brought together two different medias (Print and Digital). This is just the beginning of new and innovative media ideas to come, so stay tuned.
This week, a few of us from the agency had the chance to attend FITC (Flash in the Can), an industry event that covers everything from Flash to motion design, to design and creative inspiration, and a multitude of other technologies. It’s an exciting event that is meant to educate, challenge, and inspire, and features famous speakers from around the world.
One in particular, Brendan Dawes (Creative Director for Magnetic North) gave a talk titled “The Grammar of Interaction Design”. During his talk, he touched on six key principles of design: Silence, Surprise, Rhythm, Subtraction, Magic and Serendipity.
The principle I want to focus on in this post is magic. Brendan showed us a video of a concept toy car, designed by two students at RCA–Louise Klinker & Anab Jain. The idea was simple: Sketch-a-move is a concept for a toy car that allows you to explore the unique relationships between small surface doodles and actual physical movements. If you draw a circle on the top of the toy car, it will move in a circle. If you draw a complicated spiral, the car will move in a spiral. Watch the video here:
How was it done? The reality is there’s a guy under the table who moved it with a magnet. But who cares that the technique was so low‐tech? It appeared to be magic when you watched it.
This is something to keep in mind when designing an interactive user experience. Arthur C. Clarke said, “any advanced technology is indistinguishable from magic” and we are living through one of the most explosive periods of technological advancement ever. The industrial revolution practically looks like it was going in reverse when compared to the watershed moments in social networking, groupthink, citizen journalism, etc. etc. etc.
Right now we are absolutely bathed by the warm LCD glow of this magic and using it in ways completely unheard of less than a generation ago. We have more opportunities to empower brands and build relationships with audiences than ever before.
It’s our job as creative thinkers, creators and brand ambassadors to harness this magic and use it to mold images and feelings the way pulling a rabbit out of a hat did when we were 5.
If we can harness this technological magic when engaging people so they don’t think, “how or why are they doing this?” and instead think, “this is a great brand experience” we’ve done our job. We must retain the magic in our work and our brands. Just because we can do a live, interactive twitter page for Swiffer™, should we? Think about the experience before the execution. The magic is in the experience, not the technology.