Of course it’s not, but the digital creative industry can be as quiet as a corpse sometimes. This year I’ve seen absolutely blinding digital creativity in web design, interactive rich media, even in the copy used for search ads. Actual creative genius resides in digital – but sometimes, digital creatives can be so polite amidst the marketing rabble!
The IAB has Creative Showcase, which highlights the best of the best and there’s Creative Review, which is ace. Plus I’m sure creative agencies highlight their best creative to clients and internally, but if we’re to continue proving this medium I honestly believe digital creatives need to become collective uber show-offs of the highest order. And there doesn’t always need to be an award at the end of it.
Print, outdoor and TV ads sometimes end up in art galleries. Why not digital? Some digital creativity is beautiful! A stunning, interactive work of art. There are barely any digital creative blogs/sites either, yet campaigns are going live daily. Digital’s very nature makes it mass broadcast but on a personal level – so while it’s hitting the mark with its target consumers, it needs that extra push in the marketing industry to get it noticed. Here’s my push of a simple, but beautiful and clearly messaged pre-roll ad for the RAF edited specifically for online and run across WebTVEnterprise’s network. Click on the image to watch it:
Another ad I’ve seen recently that I think is brilliant is for the band Alphabeat’s new single, created by Silence Media. What I love about it is the way it grabs attention through a simple, yet inventive piece of video made specifically for online. Also, the usability is second-to-none with an expandable panel that waits 3 seconds to make sure the user really wants to see it. Please don’t try to click the links within the ad because it’s been taken from another site and they won’t work in this example.
The IAB always recommends that online creative should be planned right at the very beginning and not pushed to one side in favour of other mediums. This has clearly been the case for this campaign, as Paul Barnard of Silence Media explains:
“The idea for the ad was discussed and planned between ourselves and the client when the campaign was first commissioned. Once the creative strategy was agreed on, the band filmed the footage. The campaign went live two weeks before the single release with the main focus being the gay market. On the week of release we broadened the campaign out to focus on a 13-34 female audience. The ad featured across key music sites and blogs along with gay, celeb and gossip sites.”