{"id":103377,"date":"2014-11-19T15:28:00","date_gmt":"2014-11-19T20:28:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/creative-technology-todays-digital-impact\/"},"modified":"2024-12-19T16:41:49","modified_gmt":"2024-12-19T21:41:49","slug":"creative-technology-todays-digital-impact","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/creative\/creative-technology-todays-digital-impact\/","title":{"rendered":"Creative + Technology = Today\u2019s Digital Impact"},"content":{"rendered":"

Recently, DAC<\/a> attended AdTech in the Big Apple and my passion for what I do was immensely reignited. The Javits Convention Center was packed with hundreds of speakers and exhibitors and easily thousands of attendees; it was like a candy store for digital media<\/a> professionals.<\/p>\n

Mick Ebeling\u2019s Keynote: How Brands Will Change the World<\/strong> <\/em><\/p>\n

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At the conference, I had the pleasure of listening to one of the most inspiring keynotes I\u2019ve heard in a long time. Mick Ebeling, the founder of Not Impossible Labs, described how his company is creating \u201ca sustainable cycle of collaboration, inspiring innovation, compelling others to action and, ultimately, making the impossible, possible.\u201d By taking ideas and combining them with technology \u2013 and the thinkers behind the ideas – Mick and his team have helped those who could only dream about a different life.\u00a0 Not Impossible Labs started with the The Eyewriter, which helped LA artist Tempt One (fully paralyzed due to ALS) draw again \u2013 with his eyes. Mick then described one of their more recent endeavours, Project Daniel, where the team went to Sudan equipped with nothing but a 3-D printer, some spools of filament and a few tools to create 3-D printed prosthetic limbs for a boy named Daniel.<\/p>\n

Not Impossible Labs\u2019 purpose is four-fold:<\/p>\n

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  1. Helping through making.<\/li>\n
  2. Technology for the sake of humanity.<\/li>\n
  3. Help one, help many.<\/li>\n
  4. Tell everybody.<\/li>\n<\/ol>\n

    How does this relate to advertisers? Project Supporters like, Intel and Precipart, prove that doing good is good branding.\u00a0 According to Mick, advertising is how to change the world.<\/p>\n

    Creative + Technology in Digital Media<\/em><\/strong><\/p>\n

    Mick\u2019s keynote really got me thinking: his projects truly marry creative ideas with technology, resulting in solutions that impact consumers\u2019 lives, so much so, that others are talking about it days, weeks, months and even years later. Looking at brands who have done something similar, it\u2019s easy to confirm that advertising \u2013 digital advertising \u2013 IS changing the world.<\/p>\n

    Unilever\u2019s Dove, for example, has empowered women across the globe through their Campaign for Real Beauty. In Australia, Dove created the world\u2019s first makeover targeted at advertisements instead of women. The campaign introduced an app that let Facebook users choose a feel-good message about women\u2019s bodies and use Dove\u2019s media buy to display these ads through Facebook.\u00a0 It\u2019s a whole new way of empowering women to be in the driver\u2019s seat of advertising.<\/p>\n

    Nivea, the global skin- and body-care brand owned by Beiersdorf AG, won the Grand Prix in the Mobile category at the Cannes Lions International Festival of Creativity for their Protection Ad, because they\u2019ve been able to successfully provide parents with a valuable utility while living up to Nivea\u2019s brand promise of protection. Nivea is not new to campaigns that combine creative and technology while remaining on-brand; prior to The Protection Ad, Nivea leveraged their print ads to provide a solar-powered mobile device charger to the masses through the Nivea Solar Ad Charger<\/a>.<\/p>\n

    Another Cannes Lions International Festival of Creativity winner, adidas\u00ae NEO, showed us how to create an interactive window shopping experience<\/a> using smartphones, making it easy to shop without an app or scanning various QR codes.<\/p>\n

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