I am very excited to be presenting as part of the Miami Ad School program in October (thanks, Mehera!). As part of my presentation on digital creativity, I have gathered here some campaigns/digital efforts that I think can serve as good examples. Because I believe that digital creativity can best be described as a "plan for arranging elements in such a way as best to accomplish a particular purpose" (Eames), I settled on the following criteria: a) ideas that enable/facilitate/inspire community well, b) ideas that curate/aggregate stuff that already exists on the internet instead of creating something new, c) ideas that combine things that were previously unconnected (this can mean digital/physical or app/web connections), d) ideas that make stuff visible so as to reveal collective trends/tastes, e) ideas that help people do something in the easier, better, and more fun way, and f) ideas that encourage some sort of behavioral dynamics (games, interactions, points, etc.) I also included some good ideas that are not used by brands, but that are executed well, and that solve some problem and/or respond in a new way to some need. This is just a preliminary list, and I'd love to add more based on your suggestions.
a) Ideas that enable/facilitate/inspire community
b) Ideas that curate/aggregate stuff that already exists online
COACH Poppy Project (disregard the visuals; the idea of the sites' trail is cool)
c) Ideas that make new combinations
d) Ideas that make stuff visible
OK Trends - data from OK Cupid
e) Ideas that help people do something in the easier, better, and more fun way
f) Ideas that encourage behavioral dynamics
Jonah Peretti's Start The Adventure (why can't brands come up with something fun like this?)
Image found here.