ADCN X KINETIC OUT OF HOME WORKSHOP LEARNINGS

On September 10th, Kinetic and ADCN did a workshop with creative, marketing, and media teams of ANWB, Grolsch and Vodafone. The goal was to become more creative and innovative when it comes to out of home (OOH) communications. Or to think outside of the billboard as we all know it. We invited Marcel Hartog (executive creative director at JWT Amsterdam), Jason Bruges (architect of interactive installations) and Rosh Singh (Head of Kinetic Active UK) to help us with this challenging task.

The attendants formed small groups consisting of brand/product managers, strategists and consultants from MEC and Kinetic, and creatives from the agencies that work for the brands. Each group had to formulate their brand challenge regarding OOH, like: How do you activate a brand on specific user moments? How do you use OOH to target a specific audience? How to reach a target audience that is on the move in a mobile and dynamic way?

The next exercise was a perspective changing one, taking our current beliefs of OOH to what OOH could become in the future. If we get together to make these visions happen, there’s a very bright future ahead of us!

Marcel Hartog, took us through a creative review of winning OOH work from Cannes Lions. With each case we asked ourselves ‘Why was it so successful? What were the Creative Success Factors?’

Another change in perspective came from Jason Bruges, who showed his interactive installations that balance art and architecture, and the analogies they have with OOH communications.

Rosh Singh gave a trend analysis of emerging innovations and techniques and how we can make use of the new opportunities they could offer in the future.

From each speaker we collected the key learnings and how to implement them. All the learnings and exercises can be found in the PDF. Take a look at all the photos we took during the workshop on Facebook.

This was the first workshop of the partnership between Kinetic and ADCN. We’ve already started planning the next one. More information about the partnership can be found in this press release.