Art for Ads' Sake Mumbrella360 2017
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A presentation about how the most effective advertising blurs the line between art and advertising. Presented by Kieran Antill (Exec. Creative Director JWT Melbourne) and Peter Drew Artist (Real Australians say Welcome)
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Art for Ads' Sake Mumbrella360 2017
- 1. ART FOR ADS SAKE K I E R A N A N T I L L + P E T E R D R E W EXEC. CREATIVE DIRECTOR JWT MELBOURNE ARTIST ‘REAL AUSTRALIANS SAY WELCOME’
- 2. This talk is about connecting art + commerce, ultimately we are talking about effectiveness.
- 3. ART ADS
- 4. ART ADS
- 6. Artists are the original marketers. Creators of stories, symbols of power and desirability.
- 7. GREAT PYRAMID OF GIZA
- 10. FYI All of these artists would have been a hit on the internet.
- 14. NEW YORK ‘ALLION DANCERS’
- 15. OFF BROADWAY PLAY ‘8 MILLION PROTAGONISTS’ FOR THE VILLAGE VOICE
- 16. ART INSTALLATION ‘ALPHABET OF TODAY’ CANNES FESTIVAL
- 17. PHILANTHROPIC MUSIC LAUNCH WITH DAVID GUETTA AND WOOD KID UNITED NATIONS WORLD HUMANITARIAN DAY
- 18. GALLERY OF 5000 IMAGES ‘EOS PHOTO 5’ CANON AUSTRALIA
- 19. VOTE EARTH WITH ARTIST SHEPARD FAIREY ‘EARTH HOUR 2009’ WWF
- 21. MUSIC VIDEO ‘SPACE MONKEY’ WWF WITH BEN LEE
- 22. MELBOURNE QUEER FILM FESTIVAL ‘TO RUSSIA WITH LOVE’ RUSSIAN POSTERS IN MELBOURNE
- 23. ART | ADS T H E S T E R E O T Y P I C A L D I F F E R E N C E
- 24. T H E S T E R E O T Y P I C A L D I F F E R E N C E ART | ADS
- 25. T H E S T E R E O T Y P I C A L D I F F E R E N C E ART | ADS
- 26. T H E S T E R E O T Y P I C A L D I F F E R E N C E ART | ADS
- 27. T H E S T E R E O T Y P I C A L D I F F E R E N C E ART | ADS
- 28. T H E S T E R E O T Y P I C A L D I F F E R E N C E ART | ADS
- 29. T H E S T E R E O T Y P I C A L D I F F E R E N C E ART | ADS
- 30. T H E S T E R E O T Y P I C A L D I F F E R E N C E ART | ADS
- 31. T H E S T E R E O T Y P I C A L D I F F E R E N C E ART | ADS
- 32. T H E S T E R E O T Y P I C A L D I F F E R E N C E ART | ADS
- 33. T H E S T E R E O T Y P I C A L D I F F E R E N C E ART | ADS
- 34. T H E S T E R E O T Y P I C A L D I F F E R E N C E ART | ADS
- 35. T H E S T E R E O T Y P I C A L D I F F E R E N C E ART | ADS
- 36. T H E S T E R E O T Y P I C A L D I F F E R E N C E ART | ADS
- 37. T H E S T E R E O T Y P I C A L D I F F E R E N C E ART | ADS
- 38. T H E S T E R E O T Y P I C A L D I F F E R E N C E ART | ADS
- 39. T H E S T E R E O T Y P I C A L D I F F E R E N C E ART | ADS
- 40. T H E S T E R E O T Y P I C A L D I F F E R E N C E ART | ADS
- 41. T H E S T E R E O T Y P I C A L D I F F E R E N C E ART | ADS
- 42. ART | ADS T H E S T E R E O T Y P I C A L D I F F E R E N C E
- 43. T H E S T E R E O T Y P I C A L D I F F E R E N C E ART | ADS
- 44. T H E S T E R E O T Y P I C A L D I F F E R E N C E ART | ADS
- 45. T H E S T E R E O T Y P I C A L D I F F E R E N C E ART | ADS
- 46. WHAT DO YOU THINK IS MORE POPULAR ON THE INTERNET?
- 47. T H E A T T R I B U T E S O F A R T A bespoke, raw, authentic emotional and very real thing - not made for money but made from inspiration.
- 48. OR
- 49. Something for the masses that is scripted with researched information. Presented by fake people in a shallow storyline with a big budget. T H E A T T R I B U T E S O F A D S
- 50. But great ads are not so easily categorized, they blur the lines between art, entertainment & commerce.
- 52. OK!
- 53. FOUR KEY REASONS YOUR ADS NEED TO HAVE MORE ART ATTRIBUTES
- 55. Ads are everywhere but ultimately they only sit at the gates to other content or are peripheral decorations, many of which people can easily navigate around or ignore.
- 56. You need people to want to own your ad.
- 57. You need people to want to own your ad.
- 58. 2. BIG BUDGETS
- 59. ARE NOW MANY SMALLER ONES
- 60. Today you have to do more with less but if you give people something powerful to share they will.
- 61. Today you have to do more with less but if you give people something powerful to share they will.
- 64. When products become commoditized the originality of a brands expression is the only real difference.
- 66. 79% ACCESS INTERNET DAILY * FACEBOOK 93%(THIS YEAR) LINKEDIN 28%(THIS YEAR) INSTAGRAM 26%(THIS YEAR) PINTEREST 17%(THIS YEAR) TWITTER 17%(THIS YEAR) GOOGLE+ 23%(THIS YEAR) 16 STREAMING MUSIC SERVICES AND THE INTERNET IS NOW REPORTED AS THE FIRST PREFERENCE FOR ENTERTAINMENT * ( A U S T R A L I A S E N S I S S O C I A L M E D I A R E P O R T M A Y 2 0 1 5 )
- 67. 79% ACCESS INTERNET DAILY * FACEBOOK 93%(THIS YEAR) LINKEDIN 28%(THIS YEAR) INSTAGRAM 26%(THIS YEAR) PINTEREST 17%(THIS YEAR) TWITTER 17%(THIS YEAR) GOOGLE+ 23%(THIS YEAR) 16 STREAMING MUSIC SERVICES AND THE INTERNET IS NOW REPORTED AS THE FIRST PREFERENCE FOR ENTERTAINMENT * ( A U S T R A L I A S E N S I S S O C I A L M E D I A R E P O R T M A Y 2 0 1 5 )
- 68. ARTY AS FAAAARC ADDY AS FAAAARC C R E A T I V E A G E N C Y S P E C T R U M
- 69. ARTY AS FAAAARC ADDY AS FAAAARC C R E A T I V E A G E N C Y S P E C T R U M
- 70. ARTY AS FAAAARC ADDY AS FAAAARC C R E A T I V E A G E N C Y S P E C T R U M
- 71. Here’s a much simpler way of thinking about the difference.
- 72. ART ADS T H E O N L Y D I F F E R E N C E B E T W E E N A R T A N D A D S I S T H E I N T E N T
- 73. ART ADS T H E O N L Y D I F F E R E N C E B E T W E E N A R T A N D A D S I S T H E I N T E N T
- 74. ART ADS T H E O N L Y D I F F E R E N C E B E T W E E N A R T A N D A D S I S T H E I N T E N T
- 76. HAROLD EDGERTON 1957 ‘MILK DROP CORONET’
- 77. HAROLD EDGERTON ENGINEER OR ARTIST? In his lab at MIT, Edgerton found art in the millisecond and changed everything.
- 78. HAROLD EDGERTON ENGINEER OR ARTIST?
- 79. DOVIMA WITH ELEPHANTS 1955 DIOR RICHARD AVEDON
- 80. The image that blurred the line between commercial fashion photography and art. DOVIMA WITH ELEPHANTS 1955 DIOR FOR HARPER’S BAZAAR RICHARD AVEDON
- 81. PHILIPPE HALSMAN DALÍ ATOMICUS 1948
- 83. When Philippe Halsman applied a surrealists mind he changed portrait photography forever. PHILIPPE HALSMAN
- 84. When Philippe Halsman applied a surrealists mind he changed portrait photography forever. PHILIPPE HALSMAN
- 88. ABSOLUT BLANK
- 90. THE SYDNEY COKE SIGN
- 93. OSCARS 2014 SELFIE BRADLEY COOPER
- 94. Re-tweeted over 3 million times, more than any other photo in history. OSCARS 2014 SELFIE BRADLEY COOPER
- 96. ARTIST JR ‘WOMEN ARE HEROES’
- 97. ARTIST JR ‘FACE 2 FACE’
- 99. ARTIST JR
- 100. ARTIST JR While his work is mostly paper and glue, we should consider JR one of the great image makers of the digital age.
- 102. PRADA MARFA 2005 ARTISTS: ELMGREEN AND DRAGSET
- 103. A “pop architectural land art project” situated 2.3 km northwest of Valentine, Texas. PRADA MARFA 2005 ARTISTS: ELMGREEN AND DRAGSET
- 107. ‘PROJECT GRAHAM’ TRANSPORT ACCIDENT COMMISSION THE ONLY PERSON DESIGNED TO SURVIVE ON OUR ROADS
- 109. ART COLLECTIVE: INDECLINE ‘THE EMPEROR HAS NO BALLS’
- 110. Erected New York City, San Francisco, Los Angeles, Cleveland, and Seattle - seen all over the world. ART COLLECTIVE: INDECLINE ‘THE EMPEROR HAS NO BALLS’
- 112. ARTIST PETER DREW
- 113. ARTIST PETER DREW Peter Drew is one of the most powerful image makers in Australia today with a very clear mission: To re-brand Australia
- 130. 1. Make ads with art attributes. Great symbols, stories and desires are at the intersection of art and ads.
- 131. 1. Make ads with art attributes. Great symbols, stories and desires are at the intersection of art and ads. 2. Originality wins. If you are using stock or making ads that look like stock you are not making anything that will cut through.
- 132. 1. Make ads with art attributes. Great symbols, stories and desires are at the intersection of art and ads. 2. Originality wins. If you are using stock or making ads that look like stock you are not making anything that will cut through. 3. Experiment. Greatness can’t be guaranteed so plan for some trial and error in the making process - make more than you use.
- 133. DOWN LOAD THIS PRESENTATION AT www.slideshare.net/secret/BHdFyBZ6v1n0dR K I E R A N A N T I L L + P E T E R D R E W EXEC. CREATIVE DIRECTOR JWT MELBOURNE ARTIST ‘REAL AUSTRALIANS SAY WELCOME’