Dream & Do

Big, Crazy, Out-of-this-World DREAMS That Actually Came True – Creative Show & Tell

Tara SheltonComment

Spring has sprung and with it comes new ideas, new motivations and a whole spread of new creative stimulus from the Dream Team! Here are our picks of the week…

INSPO #1 // Jay-Z Decode book’s epic collaboration

We often have huge, crazy, out-of-this-world ideas here at Dream & Do, and as much as we are eternal optimists, we often can't comprehend them being possible. This video changes everything. This is a BIG idea that actually gave BIG results. Jay Z's collaboration with Bing to launch his new book, Decoded, was nothing short of genius and answered the objectives of both brands.

In 2010, Jay-Z and Bing were clients of Droga5 and had been tasked to run ad campaigns separately. They saw a hugely innovative opportunity for a collaborative campaign to attract internet users to Bing Maps, while promoting Jay-Z's new book, Decoded, at the same time.

After gushing at how incredible this campaign is, we have drawn a few things that we can learn from this and implement in our own work:

- Big ideas can give big results; make sure you stay focused on the objective.

- People love to interact and create. Never underestimate the power of play. Can you gamify your business in some way?

- Celebrate your success with a teaser video. Australia didn't get to experience this campaign specifically, but we can through this case study video. I now respect Bing and will be ordering Decoded after this!

- Embrace technology. Even if you don't feel tech-savvy, people out there use technology that could work to enhance your brand, and your brand can enhance theirs. It will give your work a whole new dimension

Tara, Founder & Creative Director

INSPO #2 // Sensory spaces for people living with Tourette’s Syndrome

A couple of weeks ago at Newcastle Uni, I came across a sensory zone by Bliss Cavanagh, as part of her PhD research in Health Science. The poster only had a few short sentences about the space, but it looked pretty intriguing so I ventured inside. I had a preconceived idea that it would be way too overwhelming, with all the colours and lights and fluffy chairs and installations, but I was so very wrong. I ended up going inside three times that day, just to sit and think and experience and rest my brain. It was so relaxing, with chilled out music, blacked out windows, comfy chairs and the sensory overload had the complete opposite effect to what I expected. Chatting with Bliss, who was set up in a corner with her laptop every day for two weeks (totally blissful working environment… haha, get it?!), I found out that she’s a sensory-based artist with a studio and store in the city, and her postgrad research centres on creating a therapeutic, relaxing environment for people living with disorders such as Tourette’s Syndrome and mental health issues. She’s collaborated on some pretty cool creative projects, festivals and museum installations in the past.

Image: studiobliss.com

Image: studiobliss.com

Think big! Three major ways this can be applied to branding:

- Give back to your audience. I haven’t forgotten the space and the way I felt in it, so it goes to show the value of creating something,  particularly an immersive, tangible experience that they will remember.

- My perception was challenged from the outset and it shook my belief system.

- It’s a project with a personal story behind it, and invites understanding about real issues that people live with, opening my mind to different experiences.

Amy, Copywriter & Content Editor

INSPO #3 // videos by CANADA

This week I discovered CANADA - an international collective of directors who produce some weeeiiiird commercials and music videos like this one. When I say weird, I mean weird in a really good way. The kind of videos that when you watch, you wonder what drugs they were on when they came up with the concept. I’d love to be a fly on the wall at the board meetings for these guys or spend a day inside their wonderfully crazy heads.

This is a great place to go when you’re feeling uninspired for some ‘way out there’ ideas. Also a great place to go if you feel like a bit of a fruit-loop… for clarification that you’re not the only one. We're already starting to brainstorm for how to apply these kinds of crazy, big ideas to Cereal Entrepreneurs! This kind of surreal imagery is great because it makes people think about what's going on, the message and the story behind it, without being explicit. In that way, your audience will be left thinking about your creative content for a while afterwards, therefore keeping your brand at the forefront of their mind. A couple of my personal favourites involve a giant piñata man being chased and beaten up, a talking creme caramel perving on the girl who is about to eat him and toe-jobs. If this doesn’t encourage you to watch, I don’t know what will. Enjoy!

Jo, Creative Coordinator

INSPO #4 // 2 Hrs North – a photographic documentary project

So for my first Creative Show and Tell, I had heaps of blog posts, music videos, and social media campaigns up on my computer for days and days. I ended up sharing something that I didn't actually source but that found me! A photobook series called "2Hrs North".

2 Hrs North is a collaborative photobook series that details the hidden gems and diversity in the coastal city of Newcastle. The project is a collaboration between 13 individuals and their daily experiences through 12 suburbs of Newcastle. The books are beautiful visually with minimal text, which allowed me to experience the beauty in the mundane. As I grew up in the Hunter Valley, I have a particular view of Newcastle from my youth and the images generated by the photographers reminded me to challenge my perceptions of places, people and things that I have and to remind me of the beauty in the everyday. 

Look up. Be present. Engage.

Beau, Creative Intern

INSPO #5 // Rugby World Cup cartoon ad campaign

I'm going to start off by saying that I'm not the biggest sports fan, let alone rugby fan. Sorry Dad, I've put it out there. Now that's been said, I'm going to tell you why I'm obsessed with the England rugby team's advert for the world cup. Now that I'm back in the UK and it's only a matter of hours before the rugby world cup kicks off, it’s getting a little bit hard to avoid all the hype surrounding it. Normally any sort of advertising for rugby is a bit lost on me, but this advert created by 02 is an exception. I think I can go as far as saying most adverts these days don't really do much to inspire me, so what is it about this one has me gripped every single time?

In terms of rugby and sport advertising, an animation is pretty refreshing. I don't really relate to tough, rugged men in little shorts (however nice they are to look at) but I do love Frozen. This charming animation immediately draws me in with its endearing and awkward characters. The familiar cartoon style we all know and love is a subtle way to reach a new audience for the start of the tournament. As well as aesthetically tackling a new approach to sport advertising, the message delivered is also new to me. Whereas before I've seen a focus on the team's skill and determination, 02 draws in the fan by making them essential to England's success. The advert ignites feelings of camaraderie and team spirit. Not only do you want to go cheer on your team, you feel a responsibility to the players that you have to be there with them.

Like you see with most campaigns these days, the advert has a nice tagline and hashtag to continue the story well after the advert finishes. Are you a true supporter unless you've shared it on social media? So as much as I'm not the biggest rugby fan, I'm now a rugby-advert fan and have been inspired to think about ways in which you can reach out to a new audience. Focusing on perspective and message, as well as the way it's delivered, 02 have shown how it is key to constantly be striving to do better.

Sava, Guest Dreamer (all the way from the UK!)

The Dream Team x