DigitasLBi New Fronts - Skip Ads
Digitally, brands keep yelling louder, pushing more pre-roll, and working to find ways around ad-blocking technology. Maybe the banner ad or the :30 seconds of "wait for it" aren't interesting.
Why not skip that? I do it 100 times a day. How about making content consumers want? That they seek out and laugh/cry at? Something helpful, maybe? Otherwise, the skipping will continue.
We brought in innovators from Oculus, Facebook, and VRVE; and content creators like Dan Harmon, Morgan Spurlock, Michael Hurwitz, LA Reid, Timbaland, and Ira Glass to shed light on new ways of telling a brand story.
During the event, we were in a basement studio on-site with an improv team from UCB, making real-time content meant for social channels based on briefs received via text messages from the 200 CMOs in attendance. We had 10 minutes to concept, shoot, and edit each “brief”. In 3 hours, we filmed 14 shorts for a variety of clients.
The next day we launched a SquareSpace site to house the content for client approval: