“Ted translators admin nreviewer lalla khadija tigha. So there s a lot of talk nall nall over advertising that advertising is dead as we know it and that s true advertising is dead. But live advertising is exploding and it s called experiential today. I m gonna tell you all about it.
So first let s take a step back nway back. What is an experience nand. How would you define it an experience to me ncould be all these things or it could be none of these things experiences are undefinable. But they re also super personal and that is the power of them this is my son laughter.
One thing. We can all agree on is that first experiences are the most nmemorable and powerful of them all and i m not talking about nlike. I don t know backpacking across the himalayas nor kayaking in antarctica. What i m talking about nare.
The little things in life. I m talking about first kiss nbaby being born the passing of a loved one and these are the type of experiences that bind us all in a global sense. And some of us like myself nare experience addicts. And what that means nis that we travel from career to career from job to job and place to place in search of that feeling nof.
The first experience at the end of day nthat s how we end up in experiential. And that s how people nended up in my company fake love. And that s how ni started the company how does defining experiences nrelate to advertising. So this is traditional advertising.
I m sure you guys nhave seen a lot of this stuff. This is a commercial nprint billboard bus stop and this is what i call nnew traditional advertising templates for everything and we have to ask ourselves nhow do you feel when you look at these what a brand is basically doing nis telling you i want you to feel a certain way and i want you to buy my product to me that s a pretty passive nand forgettable experience. When advertising has the ability nto change the world forever and in today s new world of advertising brands want to be influenced by you and that is a big deal nand that s super important this an image nfrom. A campaign.
We did for levi s this is an actual photo nthat someone took of someone else. This isn t for a commercial. This isn t a professional photo shoot. This is the real thing and a lot of brands ask me nand a lot of advertisers.
How do we engage with people like her how do we engage with the consumers nand users of today and i say well first of nall. You can t look at people as consumers or users you nhave to look at them as humans experiential to me. And this is something that is a big mantra of mine is environmental to human design. And what that means nis you walk into a space that space curates itself.
Nand is a beautiful back and forth between you and it experiential is not a nmedium but a belief. It s a belief that when you walk into one of those experiences nyou ll get emotionally connected to that experience and your nlife will be forever changed..
And that s a big deal that is something that nbrands and advertisers have been trying to do nfor a. Really long time and also to me that s why experiential nwill be forever agile. I say this a lot nbut. It s the last bastion of advertising to me three key points nthat.
I ve come up with over the years and i guess i ve been doing this nseven ish years. Now that make for really awesome experience. Nor. Experiential campaign.
Well here are three key points. The first one is active nnot passive engagement. An example of that would be nlet s say you go to an event. And there s a bar nwith.
Some influencers. There there s some local fashion designers putting some stuff on the wall. And there s some cool 80 s movies being projected on the wall that s an event. It s a pretty cool event.
But it s just an event. But if you go to an event nand. There are some influencers at the bar. And they want to play nsome.
Cool video games. With you to create some custom cocktails and then you walk up nto. Some local fashion designers and they each give you a spray can and then you and the fashion designers nspray paint. All the clothes and you get to take it home with you and then when you look at 80 s movies nprojected on the wall.
You see your face instantly in all of them. That s experiential and it s super cool two it has to be live simply put if you go to a music concert. It s probably pretty fun nbut it s just music. But if you go to a music concert and there s haptics on the floor.
And there s scents in the audience. And there s generative live visuals. Nbased on the music. That s experiential to me third.
Big point for me is that an experience nhas to be multi sensory and what that means nis. It hits all your senses it hits..
Sight. Smell. Taste. And you guys can see i m talking about nmulti sensory through all these.
But as a whole an active nlive. Multi sensory engagement to me creates the most memorable nand honest experience of them all so hat. Does this look like in real life well. I m going to show you some stuff.
This is a project nwe did for google and coke and basically what you can do is you can send a free coke nand. A video message to a stranger anywhere in the world. This is a project. We did for lexus through a secret facebook.
Contest you got sent to a secret hanger in italy. Where you got to play na. Real life video game with an f1 driver in real time. This is a project.
We did for levi s where you got to collaborate in real time. Nwith musicians and artists using hacked instruments and tools non a train traveling cross country. This is a project. We did for 7up where we created na multi sensory concert for deaf kids where they showed up nthey were super.
Surprised we had the number one dj in the world nmartin garrix playing i think what i remember none of them saying at the end of this is this has changed my life forever. And that s something you want to hear nwhen you re at an experience and lastly. This is a project nwe did with new york times 20th century fox and ibm and what we did was we created nan augmented reality experience. Where we took nasa scientists nthat were overlooked by history and we placed them in your phone.
Nand you can place them in real life. Well augmented life nanywhere in the world and this was a really powerful experience. We did this last year. And it works so these are real life social posts from the experiences you just saw as well as some of the other experiences nthat.
I ve worked on over the years and what you re seeing here is amazing. And what you re seeing here nis true brand love and that s something nthat brands and advertisers have been striving for for decades nand. We just get it here we are in the age of experience here nand. It s here to stay brands want you to help build worlds and they want you to help build it thanks ” .
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“To hold the attention of a millennial audience driven by social media, experiences need to be unique, live, and interactive. Layne Braunstein, Chief Creative Officer at Fake Love, describes how he holds the attention of fickle audiences for global brands. Layne is an award-winning creative and futurist, known for his focus on experimental design and post-digital storytelling.nnAs co-founder and CCO at Fake Love, now a New York Times company, Layne leads the conceptual creative practice. He helps to set the vision and tone for clients, defining a platform and overseeing all the cross-media execution.nnLayne has led groundbreaking global campaigns for brands such as Google, Levis, Microsoft, Virgin, Amex, M A C, Air Force, Marc Jacobs, Bacardi, Lexus, Coke, MTV, Samsung, Heineken, Universal, Acura, VICE, The New York Times, and Nike.nnLayne s company Fake Love is the recent recipient of the Adage Small Agency of the Year NE and has become part of the Inc. 5000. Other awards include the 2016 Gold Clio for Experiential in Music, 7 Cannes Lions, including a Cannes Lion Grand Prix; as well as a Golden Pencil One Show award and some more Clios. This talk was given at a TEDx event using the TED conference format but independently organized by a local community. Learn more at https://www.ted.com/tedx”,
TEDxTalks, English, Design, Advertising, Brand, Marketing, Media