digital drama

Digital Drama

Miroschnichenko Arthur. Copywriter. Hungry Boys

19.10.2012 /Russian Internet Week

From USP to Brandingand back:

Miroschnichenko Arthur. Copywriter. Hungry Boys

19.10.2012 /Russian Internet Week

USP &Unique

business ideas

Advertising

Branding

USP &unique

businessideas

1850

1930

1970

2012

Now

Creative ad for not so creative business?Creative ad for not so creative business?

Miroschnichenko Arthur. Copywriter. Hungry Boys

19.10.2012 /Russian Internet Week

Miroschnichenko Arthur. Copywriter. Hungry Boys

19.10.2012 /Russian Internet Week

How to catch the attention?

Miroschnichenko Arthur. Copywriter. Hungry Boys

19.10.2012 /Russian Internet Week

Drama

Miroschnichenko Arthur. Copywriter. Hungry Boys

19.10.2012 /Russian Internet Week

Drama

The base illusion

Insight

Conflict

Miroschnichenko Arthur. Copywriter. Hungry Boys

19.10.2012 /Russian Internet Week

Drama

«It’s about me!»

It’s so interesting!

Miroschnichenko Arthur. Copywriter. Hungry Boys

19.10.2012 /Russian Internet Week

Good ad = product + conflict

To make a good adyou should dramatize the role of product

in people’s life

What does it mean

to make an ad?

Miroschnichenko Arthur. Copywriter. Hungry Boys

19.10.2012 /Russian Internet Week

What does it mean

to make an ad?But

It’s mean to make

a good brand’s interface

Miroschnichenko Arthur. Copywriter. Hungry Boys

19.10.2012 /Russian Internet Week

It’s mean to make

a good brand’s interface

Miroschnichenko Arthur. Copywriter. Hungry Boys

19.10.2012 /Russian Internet Week

BrandConsumer

Interface

Miroschnichenko Arthur. Copywriter. Hungry Boys

19.10.2012 /Russian Internet Week

But we know that

the best interface is no interface!

Miroschnichenko Arthur. Copywriter. Hungry Boys

19.10.2012 /Russian Internet Week

How to make the brand interface

invisiable?

The main ad question

Miroschnichenko Arthur. Copywriter. Hungry Boys

19.10.2012 /Russian Internet Week

BrandConsumer

Interface

Real valueInsight value

Miroschnichenko Arthur. Copywriter. Hungry Boys

19.10.2012 /Russian Internet Week

BrandConsumer

Interface

Real valueInsight value

Make a service ideaWork with a base illusionMake a drama!

Drama

Miroschnichenko Arthur. Copywriter. Hungry Boys

19.10.2012 /Russian Internet Week

DramaLiterature

Cinema

Theatre

AdvertisingPrint

Ambient

TV

Digital

Miroschnichenko Arthur. Copywriter. Hungry Boys

19.10.2012 /Russian Internet Week

Prints

BBDO MoscowFisherman’s tale

AlmapBBDO San Paulo

CLM BBDO France

DramaDramaAttraction

Sex, Violence,catastrophe,

fear, etc. Visual Metaphor

No attraction

Conflict, story

Miroschnichenko Arthur. Copywriter. Hungry Boys

19.10.2012 /Russian Internet Week

Miroschnichenko Arthur. Copywriter. Hungry Boys

19.10.2012 /Russian Internet Week

Video

Elephant CairoEgypt

http://www.youtube.com/watch?v=X21mJh6j9i4

Elephant CairoEgypthttp://www.youtube.com/watch?v=7udQSHWpL88

Miroschnichenko Arthur. Copywriter. Hungry Boys

19.10.2012 /Russian Internet Week

Ambient / Event / Viral

Elephant CairoEgypt

http://www.youtube.com/watch?v=316AzLYfAzw

Digital drama?

Miroschnichenko Arthur. Copywriter. Hungry Boys

19.10.2012 /Russian Internet Week

Interactive videos

Miroschnichenko Arthur. Copywriter. Hungry Boys

19.10.2012 /Russian Internet Week

Miroschnichenko Arthur. Copywriter. Hungry Boys

19.10.2012 /Russian Internet Week

youareblind.comhttps://vimeo.com/50786479

Viral?

Miroschnichenko Arthur. Copywriter. Hungry Boys

19.10.2012 /Russian Internet Week

Miroschnichenko Arthur. Copywriter. Hungry Boys

19.10.2012 /Russian Internet Week

http://www.youtube.com/watch?v=R55e-uHQna0

Mobile?

Miroschnichenko Arthur. Copywriter. Hungry Boys

19.10.2012 /Russian Internet Week

But at whole...

Miroschnichenko Arthur. Copywriter. Hungry Boys

19.10.2012 /Russian Internet Week

Back to reality

Miroschnichenko Arthur. Copywriter. Hungry Boys

19.10.2012 /Russian Internet Week

Miroschnichenko Arthur. Copywriter. Hungry Boys

19.10.2012 /Russian Internet Week

Reality Digital

Miroschnichenko Arthur. Copywriter. Hungry Boys

19.10.2012 /Russian Internet Week

Digital reality

http://sagmeister.com/welcome

REALITY

Evolution of digital

Yesterday digital simulated the reality

Now it just demonstrates it.

Reality

REALITY

REALITY2010 2012

No Digital

Miroschnichenko Arthur. Copywriter. Hungry Boys

19.10.2012 /Russian Internet Week

CAR vs PIANO

Touch Z-Distance

Make drama, not digital.

Miroschnichenko Arthur. Copywriter. Hungry Boys

19.10.2012 /Russian Internet Week

About drama:

Miroschnichenko Arthur. Copywriter. Hungry Boys

19.10.2012 /Russian Internet Week

А. Митта. Кино между адом и раемС. Эйзенштейн. Монтаж аттракционовЮ. Арабов. «Введение в кинознание». Лекция на http://distantlight.tv

Thank you!

Miroschnichenko Arthur. Copywriter. Hungry Boys

19.10.2012 /Russian Internet Week

http://www.facebook.com/arthur.miroschnichenko