The last time I visited the Great American Music Hall was 2000. It was an afterparty for some obsolete and defunct dot com after an @d:tech conference.
So much has changed....for starters, we were discussing creativity last night which wasn't exactly something that anyone cared about back in 2000.
Patrick Kiss, Managing Director at Butler Shine Stern & Partners keynoted and he delivered a really great speech which showcased some fantastic work for a number of clients...in particular the great Converse Gallery.
This is one of the most successful examples of consumer generated content out there and it was great to hear about the campaign from BSSP's perspective. Patrick shared some key data/results which really helped illuminate and demonstrate the fact that this campaign didn't just resonate...it worked.
The CGC example got me to thinking....
"Creatives are aspiring (and sometimes frustrated) screenwriters; consumers are aspiring creatives" - both can realize their dreams and aspirations in a world where we are no longer shackled by the 30-second spot.
And in the case of the Converse Gallery, both came together perfectly. With 1,000 films submitted from 15 countries, BSSP could play the role of enabler or facilitator, having primed the conduit to creativity and in doing so, allowed the brand to play the role of hero.
What's so interesting as well about these films was that BSSP didn't ask consumers/directors to put the shoes into their films. That just came naturally.
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