The First DesiCreative AdChat at St Xavier's Mumbai

[Paramvir]

adchat.jpg (31.97 KiB) Viewed 1740 times

The first DesiCreative AdChat is being held at St Xavier's College, Mumbai, on Monday, January 18th, 2010, from 10:30 AM. The students will get a chance to interact with Abhijit Avasthi, National Creative Director, Ogilvy India.

Desicreative adChat
The DesiCreative adChat is aDesiCreative event which lets advertising and communications students interact with working industry professionals.

How does it work?
Students are given a brief. They form teams and create communications ideas which they can post on the open DesiCreative.com/forum for feedback from a panel of working professionals who could be located anywhere in the country or the world.
The students then finetune their ideas and submit them. The shortlisted top three or four ideas are presented to the visiting Ad-Pro in front of the class. Each team gets about 4-5 minutes to pitch their ideas.
The Ad-Pro then gives her/his feedback on each of the shortlisted ideas.
Thereafter there is an open interactive session between the students and the Ad-Pro.
DesiCreative will let the students further consult the Ad-Pro on the DesiCreative forums.

Students can post their briefs/work under this thread or start a new one. They are requested to add their college's name in the topic.

The Brief: Make a stressed nation smile
We are slowly becoming a nation of overworked over stressed people. A simple genuine smile goes a long way in reducing stress and improving wellbeing.

The task is a communication idea that will remind people to smile. Because a smile is contagious. The students are required to form teams and write their own briefs and deliver creatives based on their own briefs.

A good resource on writing briefs is here

This AdChat is open to students of St Xavier's College. If you want to invite DesiCreative to your campus, shoot a mail to admin (at) desicreative (dot) com.

[kikikikikiki]

hi
firstly, many of you have been mailing us your thoughts/briefs/entries. instead, please post them here in the forum by clicking on "post reply" below.
next, while your efforts have been interesting, what you need to understand is that your entry should have an idea. the one thing common to all great (or even good) advertisement. while it is difficult to pinpoint a definition of an advertising idea, an idea can be said to have one or more of the following qualities. it should not be confused with execution. it should be extendable across different media. it should touch a chord. it should be based on an insight. it should be simple. it should be expressible in less than ten words. it's what you want the audience to remember after having seen your ad.
to end with David Ogilvy's quote: "The big idea in advertising: "It takes a big idea to attract the attention of consumers…Unless your advertising contains a big idea, it will pass like a ship in the night."
does your entry have that?
let's see them. post them here.

[Paramvir]

An example of how an idea is taken across 360 degrees. Everyone's heard of Nike's 'Just Do It'.

According to Nike company lore, one of the most famous and easily recognized slogans in advertising history was coined at a 1988 meeting of Nike’s ad agency Wieden and Kennedy and a group of Nike employees. Dan Weiden, speaking admiringly of Nike’s can-do attitude, reportedly said, “You Nike guys, you just do it.” The rest, as they say, is (advertising) history.

After stumbling badly against archrival Reebok in the 1980s, Nike rose about as high and fast in the ‘90s as any company can. It took on a new religion of brand consciousness and broke advertising sound barriers with its indelible Swoosh, “Just Do It” slogan and deified sports figures. Nike managed the deftest of marketing tricks: to be both anti-establishment and mass market, to the tune of $9.2 billion dollars in sales in 1997.
—Jolie Soloman “When Nike Goes Cold” Newsweek, March 30, 1998

[praachi]

Hi,
We are doing the 'Wear a Smile campaign.. Just one quick question.. Our TA is women across all age groups like college, school, working and housewife. Should we narrow it down and make it more focused or this is fine?

[vikram sharma]

hi praachi! you COULD target women in general! make sureyou have an idea which works across media.

[Paramvir]

the event was a big hit! thanks to Perrie and the management at St Xavier's, the students and a huuuge thanks to Abhijit for being there! The ideas presented were very exciting and keep a watch on this thread for a small clip of the event!

[Paramvir]

Now you can view the DesiCreative AdChat event.










Special thanks to Abhijit Avasthi at Ogilvy and Perrie at St Xaviers for making this happen. Also to Moonlighting Events for managing this on our behalf. Arindam, Avanti and Anand handled camera and sound, while Bakul edited the footage. AuralMayhem donated us studio time. Cartwheel Creative, a big thanks to you, for supporting DesiCreative.

[Paramvir]

Here's one of the presentations, titled 'Happy Being Me'