History - James Cooper

1. JAMES COOPER
@KOOPSTAKOV

2. 18 years in 18 slides.
The story of technology vs ideas.
12.09.11

3. First banner appeared on Wired in 1994.
Go back to the basement and do your banners

4. BANNERS & MICROSITES

5. 1994-2007 digital advertising was really
BANNERS & MICROSITES
vis economist headline in a banner
vis San Silvestre Nike Banners
vis Gym Brasil banners
http://festivals.doubleyou.com/2004/nikesansilvestre/campaign2/layersky/index.html
The ‘craft’ was design rather than ideas...

6. .... and most of the time we chased technology
(and were rewarded for that)
http://www.daredigital.com/wanadoo_popups/sparkler_overlay/view.html

7. BANNERS
have not progressed since
then technically but some
nice ideas

8. MICROSITES

9. MICROSITES
Started as pixel pushing paradise
But the best were like great ads - simple ideas

10. Then came
‘Subservient Chicken’.
One Show best of the
decade.

11. Think about that - one piece of digital work -
LAUNCHED CRISPIN.

12. You can get away with a lot on digital
VODAFONE DESK CRUSHER
http://www.youtube.com/watch?v=GAGUrO8e8WM

13. THE V WORD

14. you tube ‘Millimetres Matter’ and ‘tom tom yoda’
Can you do me a
‘viral’?
you tube ‘ford cat killer’
you tube ‘ronaldinho crossbar’

15. The V word
Is a movie on YouTube ‘digital creative’?
Lets assume it is.
Celebrity
Stupid
Gross
Porn
Technical achievement
Does that sound like advertising?

16. THE S WORD

17. Social came along 2006-07

18. Started with uploads
martin parr
http://www.daredigital.com/creativeshowcase_june05/popups/slideshow/468x60_expand_page.html

19. There have only been two great
FACEBOOK ideas so far
vis Whopper Sacrifice
vis IKEA photo tag
(they sell shit. remember that)

20. vis Whopper Sacrifice
vis IKEA photo tag

21. APPS & iPHONES

22. Since 2007 it’s all
APPs & iPHONES
(nb. do not try this at home)

23. Don’t fret the tech
Tech will always change. Which means no one can ever
know anything.
I can’t use photoshop, I can’t use flash, I can’t code.
The only software I can use is Word.
Don’t be ashamed to say you don’t know something.
The web is full of Mr Know It Alls.
And don’t be afraid to try things.
Despite what your account team says the world won’t
end if you fuck up.

24. DIGITAL DISASTER STORIES

25. BAYLEYS 2007
using APIs when no one was using them

26. LYNX FEATHER 2006
asking too much
http://www.daredigital.com/extranet/lynx/blow/main.html

27. VIRGIN ATLANTIC 2008/09
when phones were for calling

28. DR PEPPER 2010
legal - worst case scenario
Digital Disaster Stories
vis Axe Lynx
vis Baileys
vis Dr Pepper LMFM

29. Cannes agency of
the year can get it
so wrong then so
can you.

30. THANKS!