It’s remarkable what can happen when technology loses its caboose status in the creative process and moves to the front end. Cardboard games move into the present and the future. And, perhaps most importantly, we can all start to have some fun with choices and actions that previously no one would have thought of as entertaining and many would have pegged as pure drudgery. That premise is proven by Volkswagen’s “Fun Theory.” Something else happens as well when technology is given a seat at the creative table: our work and our people start moving in new directions and new circles. No better proof of that than the inclusion of Andreas Dahlqvist, Matt Oxley and Matt Ross alongside James Cameron and others in “The Creativity 50” from Creativity and Advertising Age.

For the full list of winners, see: creativity-online.com/news

Bob Scarpelli
Chairman & Chief Creative Officer
DDB Worldwide

Posted on March 10, 2010 8:29 PM | Permalink

Purists take note: mainstream media is picking up on the significance and benefits for both brands and bands of breaking new groups in commercial campaigns, Hertz’s Journey On from DDB New York being among the most recent to show the cross over. Of course, trade magazines have written about this for awhile but it’s interesting that broader media is now following the story. In a recent interview with Time Out Chicago senior producer Gabe McDonough talked about the impact Santigold’s association with Bud Light Lime had on the singer’s career and also gave some tips on techniques for picking music for ads such as listening for a guitar line that recedes so as to allow for a voiceover. And when put on the spot and asked to soundtrack some brands off the top of his head, Gabe didn’t disappoint.

Read more: TimeOut article online

Mia Sissac

Senior Marketing Communications Associate

DDB and Tribal DDB US

Posted on March 31, 2010 2:55 PM | Permalink