1. Humanizing Digital
Creativity
Noor Ashikin Aziz
Executive Creative Director
Draftfcb Malaysia
http://linkedin.com/in/rudyaziz
Twitter: @drnoor
© 2012 Draftfcb. Do not distribute without prior approval.

2. Humanized Creativity
“The importance of awareness of self, our ability to gesture
and respond to our surroundings kinesthetically... to empower the
innate essence of expression within us all”
© 2012 Draftfcb. Do not distribute without prior approval.

3. Humanized Creativity
“The importance of awareness of self, our ability to gesture
and respond to our surroundings kinesthetically... to empower the
innate essence of expression within us all”
Driven by Technology the Digital Age
© 2012 Draftfcb. Do not distribute without prior approval.

4. Humanized Creativity
in the Digital Age
• Real
• Visceral
• Relatable
• Social/Shared
• Collaborative
© 2012 Draftfcb. Do not distribute without prior approval.

5. Humanizing Digital Creativity,
A Humanized Brand
© 2012 Draftfcb. Do not distribute without prior approval.

6. Humanizing Digital Creativity,
A Humanized Brand
• Is it believable?
© 2012 Draftfcb. Do not distribute without prior approval.

7. Humanizing Digital Creativity,
A Humanized Brand
• Is it believable?
• Does it create a reaction?
© 2012 Draftfcb. Do not distribute without prior approval.

8. Humanizing Digital Creativity,
A Humanized Brand
• Is it believable?
• Does it create a reaction?
• Is the creativity relatable?
© 2012 Draftfcb. Do not distribute without prior approval.

9. Humanizing Digital Creativity,
A Humanized Brand
• Is it believable?
• Does it create a reaction?
• Is the creativity relatable?
• Does is incite sharing and conversation?
© 2012 Draftfcb. Do not distribute without prior approval.

10. Humanizing Digital Creativity,
A Humanized Brand
• Is it believable?
• Does it create a reaction?
• Is the creativity relatable?
• Does is incite sharing and conversation?
• Does it make people want to do things?
© 2012 Draftfcb. Do not distribute without prior approval.

11. The Humanized Brand
Tell Real Stories
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12. Use real people to tell real human stories.
Where once the broadcast mechanics mainstream
media allows for 15 or 30 secs storytelling, Digital
and Social Media has opened up a wider window
for engaging with consumers.
And in a wider, longer, deeper space of
engagement, consumers want real stories.
Or stories made real.
© 2012 Draftfcb. Do not distribute without prior approval.

13. © 2012 Draftfcb. Do not distribute without prior approval.

14. © 2012 Draftfcb. Do not distribute without prior approval.

15. © 2012 Draftfcb. Do not distribute without prior approval.

16. The Humanized Brand
Creates a Reaction
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17. In a space where consumers are bombarded
with multitudes of choices, reaction counts.
Reaction creates the desire to want to watch, act
or engage.
A visceral, or larger than life, experience
creates the desire to participate.
© 2012 Draftfcb. Do not distribute without prior approval.

18. Play Giant Chalkboard Video
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19. The Humanized Brand
Is Relatable
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20. Your message must relate to the audience
you are engaging with.
With digital empowering consumer mobility,
your message have to connect not only
emotionally, but also physically.
Not only must you reach them where they are,
you must also connect to their behaviour
at that point in time.
© 2012 Draftfcb. Do not distribute without prior approval.

21. Play MusicCity Showcase Video
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22. The Humanized Brand
Make People Want to Share The Stories
© 2012 Draftfcb. Do not distribute without prior approval.

23. Give them a reason, not just the tools,
why they should share. Social sharing buttons
are great but they are worthless without
a reason why.
If you want consumers to act or share things
on your behalf answer “why would I?”
© 2012 Draftfcb. Do not distribute without prior approval.

24. BMW (Schweiz) AG
Sheer
www.bmw.ch Driving Pleasure
THE FASTEST CHRISTMAS CARD IN THE WORLD. Play Fastest Xmas Card Video
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25. © 2012 Draftfcb. Do not distribute without prior approval.

26. The Humanized Brand
Collaborates
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27. Consumer content creation is the main
driver of digital and social media. Digital will
not be where it is without content created and
shared by consumers.
In the branded space, leverage on this desire to
take user engagement into deeper more
engaging levels.
Get creative with creating.
© 2012 Draftfcb. Do not distribute without prior approval.

28. Play TM Urbanscapes Showcase Video
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29. © 2012 Draftfcb. Do not distribute without prior approval.

30. Humanized Creativity in
the Digital Age
© 2012 Draftfcb. Do not distribute without prior approval.

31. Humanized Creativity in
the Digital Age
• Is about real or making stories real
© 2012 Draftfcb. Do not distribute without prior approval.

32. Humanized Creativity in
the Digital Age
• Is about real or making stories real
• Creates a visceral reaction
© 2012 Draftfcb. Do not distribute without prior approval.

33. Humanized Creativity in
the Digital Age
• Is about real or making stories real
• Creates a visceral reaction
• Relates to the audience
© 2012 Draftfcb. Do not distribute without prior approval.

34. Humanized Creativity in
the Digital Age
• Is about real or making stories real
• Creates a visceral reaction
• Relates to the audience
• Let the idea be social/shared
© 2012 Draftfcb. Do not distribute without prior approval.

35. Humanized Creativity in
the Digital Age
• Is about real or making stories real
• Creates a visceral reaction
• Relates to the audience
• Let the idea be social/shared
• Is collaborative
© 2012 Draftfcb. Do not distribute without prior approval.

36. It’s The Humanized Brand,
That Humanizes Digital
Noor Ashikin Aziz
Executive Creative Director
Draftfcb Malaysia
http://linkedin.com/in/rudyaziz
Twitter: @drnoor
© 2012 Draftfcb. Do not distribute without prior approval.