Welcome to Mark. A Direct, Digital and Data Agency. These are some of the projects we've been working on, social events we've been to, things that have inspired us, and the kinds of people we're looking for to join our team.
In 2009 Soothers, in partnership with Nova100, launched their get “Get Sooth-o-nated” campaign promoting a series of live Pop-Up concerts featuring both national and international bands playing in unusual locations.
To extend this and open it up to a wider audience we created a website, soothers-sounds.com.au, where anyone can come and create their very own Virtual Pop-Up Concert.
The mechanic is simple, all you need to do is choose a location for your venue using Google Maps and give it a name. Then, and here’s the fun part, using YouTube, people you get to choose five songs that relate to the theme of your venue.
What’s more, we've created a purpose built Augmented Reality Layar application for use with Android and iPhone 3GS phones that allows you to create and view the venues in real world locations.
We're very proud of our latest iPhone App. 'Car Inspector' is now available in the App Store, and it's already doubled its targets. The NRMA Insurance 'Car Inspector' app is a great example of branded utility. It allows you to instantly compare the latest safety, environmental and security information between any new cars in Australia. You can read more about it here or here. Check it out in the App Store and feel free to rate it.
Napoleon once said that an army marches on its stomach. And the same can be said for a Digital, Direct and Data shop. Ok, we don't exactly march, but lunchtime is everyone's favourite part of the day. That's because we have our very own Lu Beal, who makes the yummiest food imaginable. Here's a sample from today, in Lu's own words:
Sandwiches are here for your taste and pleasure.
Soup today is a Ribolita.... Sorry, I mean a vegetable and chickpea soup with silverbeet and parmessan. This little lady will be served with a pumpkin sourdough or an olive and onion loaf. Say hello to $4.50
Whew! As this week progresses, the speakers just get better. Today was director Spike Jones and Mark ‘Facebook’ Zuckerberg. I was trying to be diligent and take notes for you all on my iPhone. In a nutshell, Spike was inspiring. Zuckerberg was too, and just a little bit scary with his subtle world domination plans.
Here's my notes from Spike on creativity:
Best ideas come from a single voice, small group. Search the parks in every cities, there are no statues to committees. No is the most powerful thing you have as a creative person. It's up to you to protect your creativity and your beliefs by using that word wisely. Stop working every now and then. More input = more output. You know when you've found the essence of the idea. Is it exciting? If it's not, and you know it in your gut, don't do it. It will always go horribly wrong.
Mark on Facebook, the future and ads:
They have 1 million developers across the world. 500 million users in six years. He met the British Prime Minister, working with governments and law makers. He thinks Advertisers are operating like developers on Facebook. He likes the Nike World Cup campaign, Starbucks and Toy Story 3. Social bookmarking available with new plugins, so you can now see what your friends are doing across the web. Anywhere. Location based Facebook is coming. The future is highly personalised.
In other Cannes news, the Australian Beach Football team did very well. Hannes helped lead the team fairly close to victory. Beaten by the Dutch. However, I actually think hangovers might be to blame!
It's hard to describe the energy of this place. An advertising Olympic village, is probably closest to the mark. But in this instance you can't pick the winners from their enviable physiques, more their enviable bodies of work. And there is a truckload. We spent all yesterday walking through rows and rows of finalists, until our heads spun off. Trends? Be different, be fresh, be as simple as possible. The Gatorade Replay campaign has been picking up metal based on those insights and it deserves to. It's brilliant. Goosebumps. From Australia, the Toyota Nothing Soft Gets In campaign scored really well because it was all those things, plus funny. Never underestimate the power of humour with the judges!!
So far, we've had just one finalist. Obviously conspiracy theories abound. We drowned our sorrows on behalf of everyone from our agency who entered. And then we ate a kebab. Possibly the best one in the world. Every dark cloud eh? They have great sessions here to soak up. Some are blatant sales pitches, others are more thought provoking. I'm really looking forward to the RG/A workshop today on future digital creative depts. Facebook with Mark Zuckerberg Wednesday, Ben Stiller takes on Jeff Goodby Thursday, and Yoko Ono is here Friday. And stacks more.
Awards? Well there's still design, cyber, film and integrated to come, so who knows? 26,000 entries makes for some stiff competition.
What I do know is that I'm totally re-inspired to create goosebump delivering work, so I can get back to this advertising Olympic village. And find that kebab place.
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