Category Experience the Message

HELLO YOU….

I believe that creativity can solve anything. Yes, I know how trite and flippant that sentence seems. I’ve been trying to avoid writing trite and flippant sentences for as long as I can remember. What I mean is that when imbued with purpose and empathy and fearlessness, the process of creativity can lead to some […]

TV SPOTS ARE “TRAILERS FOR EXPERIENCES”

Finally, someone has said what I’ve been hinting at the past year: TV commercials are becoming either recaps of experiences (like the Hyundai test-drive spots, for instance) or trailers for experiences. The days when a spot can carry the message are over, because the experience is the message. Check out this interview with Shiv Singh, […]

THE VENUE IS THE EXPERIENCE: AWESOME SPORTS EVENTS

This is a crazy cool pictorial of some of the most interesting and “experiential” sporting events ever. What caught my attention was that the venue is in itself an experience, but the action itself is not. In fact, the actual sporting event is practically irrelevant — it could be a football game, a hockey game, […]

PEPSI’S ANSWER TO COKE’S HAPPINESS MACHINE

I’m a fan of live advertising, especially if that experience surprises and delights people — giving them something more than just a message or impression. That’s why I’ve written about Coke’s Happiness Machine campaign — a campaign that tries to faithfully deliver on the brand promise in a way that a tagline just can’t. So […]