Lights - Camera - Action!

In one of my first job interviews as a 20 something year old the recruiter asked me if I was on my toes, if I wanted to make a difference. There's only one answer to that question. I tried my best to articulate it but I didn't get the job.

Over the years I've come back to that moment and me answering "yes". I've concluded that there is a huge difference between instinctively saying something and actually, passionately, wanting to influence change, innovate, make an impact.

It was said somewhere that Jerry Seinfeld starts each morning looking in the mirror and saying to himself: "lights, camera, action". After that he has his focus and determination switched on.

In the "industry" I feel there's interesting stuff going on to influence change, innovate, make an impact. Creativity is once more at the heart of it.

The lights are rigged, the camera is there. It's time for action & entertainment.

"Ocean Talks": Anna Bager

At the end of August I sat down with Anna on her home soil in Sweden to discuss Out Of Home.

Here are some of the things covered

???? Unique D/OOH insights and perspective↗? The growth drivers in the US and a view on what might be next in Europe?? A view on what was trending in the 82nd Obie Awards (hint, large format and creative integrated solutions might be in there)?? The World Out of Home Organization and the importance of cross market knowledge sharing

Check out the interview here https://vimeo.com/1013448806?share=copy

System1 & IPA Release 'Compound Creativity' research

A little while ago System1 and the IPA released the first look at Compound Creativity with data from the IPA Effectiveness Databank. By defining a new multi-year brand metric, the Creative Consistency Score (CCS), they've analysed 56 brands across digital and TV for 13 consistency features over five?years.

They are graciously letting you download it for free here https://system1group.com/compound-creativity-system1-ipa

Orlando Wood & Sir John Hegarty speeches at the Creative Summit

On Wednesday 300+ people came to the Rigoletto movie theater and Ocean Outdoor's Creative Summit to listen to keynotes and panel discussions about creativity. The event featured world class speeches from Orlando Wood & Sir John Hegarty and their message is clear;

Advertising needs to be about showmanship and the will to entertain. It needs to appeal to the right brain. It needs creativity and creative effectiveness delivers fame and greater sustainable commercial outcomes for brands.

A great day for creativity

For the first time The Digital Creative Competition awards were held at the same time across 6 markets. The competition that celebrates creativity in its purest form - the idea - saw more than 400 original DOOH ideas entered. This was a massive statement for creativity in the Digital Out Of Home space.

The national winners in the commercial and non profit categories now go on to compete for the DCC Grand Prix where the overall winner will be announced in January of 2025.

IKEA and ?kestam Holst OOH brought the sun

In Sweden people try to soak up some sun whenever possible. As it happens, it isn't around that much. IKEA stepped in to help with a special billboard that uses a mirror from its catalogue to reflect light onto shady areas and maximize time in the sun.

The billboard, created by agency ?kestam Holst with Havelle and Ocean Outdoor Sweden, is controlled by a GPS motor that adjusts Ikea’s Nissedal mirror in real time based on the sun’s position.

The ad picked up a lot of interest across global industry press and has been praised for playing on humans' desire to get some sun and warmth and using the product as a facilitator.

Using Ocean Analytics, looking at the specific interest in the Nissedal mirror the campaign surely has played a part in driving consumer interest.

From June to August 2024, interest in the IKEA Nissedal mirror surged by 29%, reflecting a significant uptick in consumer engagement worldwide. This increase highlights the product's growing popularity, with specific models and installation queries driving the trend.

• The Ocean Analytics Index for the Ikea Nissedal mirror rose by 29%, underscoring its growing market momentum.
• Installation-related searches, such as "ikea nissedal mirror installation," increased by 52.9%, pointing to consumer interest in DIY assembly.
• Rising search terms like "ikea nissedal wei?" and "ikea nissedal 65" saw increases of 350% and 250%, respectively, suggesting heightened interest in specific models and sizes.

With this, have a nice weekend!