The document discusses the 6 foundations of great digital creative: 1) interactive, 2) customizable, 3) contextual, 4) entertaining, 5) playable, and 6) useful. It provides examples of digital ads that exemplify each foundation from agencies around the world. The document argues that these foundations, which allow for interactivity, customization, context, entertainment, gameplay and usefulness, are what make digital creative superior to traditional advertising.

1. 6 FOUNDATIONS
OF GREAT DIGITAL
CREATIVE
Ashley Ringrose

2. DISPLAY ADS?!
SOOOO 2004
#needsmoresocialmedia

3. Youtube Link

4. SORRY STEVE, IT’S
MUCH MORE THAN JUST
INTERACTION +
EMOTION (VIDEO)

5. THERE ARE 6 FOUNDATIONS
OF GREAT DIGITAL CREATIVE

6. WHICH NO OTHER MEDIUM
CAN OFFER SIMULTANEOUSLY

7. IS THE IDEA?
1 INTERACTIVE

8. REWARD THE USER FOR
CLICKING

9. “INTERACTIVITY INCREASES
BRAND RECALL 63% MORE
THAN NON INTERACTIVE
ADS”
*Barnum Sulley Research 2010

10. “TELL ME AND I'LL FORGET;
SHOW ME AND I MAY REMEMBER;
INVOLVE ME AND I'LL UNDERSTAND.”
ANCIENT CHINESE PROVERB

11. “TELL ME AND I'LL FORGET 86%;
SHOW ME AND I MAY REMEMBER
19%;
INVOLVE ME AND I'LL UNDERSTAND
63%”
UPDATED CHINESE TWEET

12. Interactive
Agency: CP+B [US]

13. Interactive
Agency: Bridge [US]

14. Interactive
Agency: Glue [UK]

15. IS THE IDEA?
1 INTERACTIVE
2 CUSTOMIZABLE

16. Customizable
Agency: Weapon 7 [UK]

17. Customizable
Agency: DM9 DDB [BR]

18. Customizable
Agency: Tribal DDB [UK]

19. IS THE IDEA?
1 INTERACTIVE
2 CUSTOMIZABLE
3 CONTEXTUAL

20. Contextual
Agency: Mediafront [NO]

21. Contextual
Agency: Various

22. IS THE IDEA?
1 INTERACTIVE
2 CUSTOMIZABLE
3 CONTEXTUAL
4 ENTERTAINING

23. Entertaining
Agency: Soap [US]

24. Entertaining
Agency: Boondoggle [NL]
CONCERT

25. IS THE IDEA?
1 INTERACTIVE
2 CUSTOMIZABLE
3 CONTEXTUAL
4 ENTERTAINING
5 PLAYABLE

26. YOU CAN’T PLAY WITH
A TV AD FOR 5 MINUTES

27. Playable
Agency: CP+B [US]

28. Playable
Agency: DM9 DDB [BR]

29. Further Reading

30. IS THE IDEA?
1 INTERACTIVE
2 CUSTOMIZABLE
3 CONTEXTUAL
4 ENTERTAINING
5 PLAYABLE
6 USEFUL*

31. Useful!

32. Useful?

33. Useful
Agency: Holst Digital [UK]

34. Useful
Agency: Agency.com [US]

35. USEFUL ADS?
OR
USEFUL | ADS

36. #1 REASON DIGITAL IS BETTER
THAN ADVERTISING?
Iain Tait, Poke UK

37. WE DON’T HAVE TO DO
ADVERTISING
Iain Tait, Poke UK

38. BRIEF FOR SOLUTIONS,
NOT ADS

39. JUST FOR STEVE JOBS
EMOTIONAL

40. Emotional
Agency: BBH [UK]

41. YOU FORGOT
WHAT THE INTERNET WAS
BUILT ON!

42. Sex!
Agency: Grand Union [UK]

43. FINAL THOUGHT

44. WHY ARE AGENCIES
(ADVERTISING, DESIGN, MEDIA)
HAVING TROUBLE
DOING DIGITAL WELL?

45. THINK DIFFERENT
FOR DIGITAL

46. UNDERSTAND PEOPLE,
THEN TECHNOLOGY
Mark Pollard, McCann Sydney

47. Thank you
bannerblog.com.au
slideshare.net/soapcreative
soapcreative.com
@100ftzombie
@bannerblog