There’s an interesting interview over on Adland with Chris Hunter, the creative director of Draft who are known for their great creative work. What’s interesting is the questions posed by Ask (dabitch) – which reflect the concerns modern marketers have on the use of the medium over a relevant idea.
dabitch: Personally, I have this nagging fear that when all the usual suspects of ambient channels start getting worn out – say street stencilling for example – it will just become another blip on the media landscape that the people ignore. So I get really peeved when ambient medias seem to be used just for the medias sake, rather than for it being the best place to communicate that idea. Somewhere I think ideas actually need to be stronger in ambient media channels than anywhere else, as not to tick people off.
Chris Hunter: Yes, I do think they need to be stronger.
Most ambient advertising pales by comparison to the stencil stuff being done by the UK artist Banksy, for starters. Ambient is losing its novelty factor as a medium, but a lot of the ideas haven’t strengthened to compensate for that yet.
(Sidenote: spot how the Draft GM manages to get herself in the photo, even tho she’s not the one interviewed – oh, good o’ agency hierarchies!)
Facebook
Twitter
Digg
Reddit
StumbleUpon
