Platforms

I had to write a text about the use of multi-platforms to optimize creativity.

And that’s my opinion about the theme (under 25 lines).

Optimize the experience

I dare to say that the changes we lived in the media landscape in the last ten years were unique and exposed us, agencies, to communicate in new and unexpected ways. Mass media rapidly lost its reign to new channels and tools because people are in charge now.

Their demands are active and happen through lots of platforms because of a simple reason: they go after what is appealing and interesting to their eyes. And it doesn’t matter if this is on TV, on the internet or at a live event.

In this way, the concept of using multi-platforms to optimize creativity bothers me a little bit. Because it sounds to me as if we were still thinking on the message perspective and not thinking on how best use a mix of platforms to come up with a strategy/creativity able to make people engage and relate with an idea (be it an experience, a storytelling or a product, for instance). To make my point clearer, I’ll use the launching of Halo 3 to explain the difference.

Thinking about Halo 3, you could see that lots of platforms were used to articulate not only the advertising of a new game, but the experience of a mythical and heroic storytelling. The campaign wasn’t proposing a message, but an idea big and powerful that people could engage and participate. They did films, internet, live actions, promotions, PR and more, using the power of each platform, combining them to offer different experiences and opportunities for people to join the story.

This is opposed to the use of multi-platforms leveraging one single message. When it happens you are just reaching people by different touch-points, but it doesn’t mean you are engaging and connecting to them. What is, definitely, not an optimization.

Have you got a Monskey?

 

courtesy of ERIK98122 from Flickr

Monskey is a very cool idea. I’ve got my first as a gift and thought it was a very nice buddy. In fact, I think more people have the same impression as we can see at Flickr, for instance.

Despite been a great product and definitely one of the most sympathetic toy art created, it’s the idea and the purpose behind Monskey that I think is even greater. For those who don’t know it, Monskey’s concept is Equality of Mankind.

To express that, they put the power on people’s hands. This means that anyone who may think is capable of designing one can do that and submit for them his/her personal creation. If lucky enough, the person may see the toy on some shelves from around the world. Of course that designers have a lead and it’s nice to see how they are participating.

So, why do I think this is a great idea?

Basically, because it involves some of the main principles that make an idea going further these days:

• well-oriented vision and a solid mission or purpose;
• the power of social participation;
• self-expression and storytelling;
• collaborative process;
• pleasant experience in people’s hands.

At the same time, I think that the Monskey culture could be stronger and broader. The brand already has the principles and values to get it.  Maybe it has to face the digital and conversational channels as a space to truly amplify fans, make connections and drive business. This is what I hope that guys over Monskey are thinking about and working for.