In these uncertain times, dare I mention the C-word, I didn’t think I’d find myself posting a commercially-minded message on LinkedIn. Yet, as follows is something I feel strongly about in solidarity with all digital creative agencies and their clients; an answer to booked media, end-of-FY use-it-or-lose it budgets, with creative shoots and production stalled indefinitely.
It needn’t be the end. There’s a positive opportunity for digital creative agencies to support their clients in an area that is a growing concern. Brands, committed to ad spend, now find themselves in a situation where the ads can’t be produced. Shoots are being cancelled, as key people from photographers to models socially-distance. This is where working from home doesn’t work. For many brands with unfinished, stalled creative, it might feel like there’s no chance of their planned campaigns going ahead. I think there is another way, and it’s not really that different from the way many creative agencies are already working.
I daresay your creative agency is eager to work, and hopefully by now well adapted to a working-from-home model. Digital agencies should be especially well placed to deal with these challenging times; we’re all used to dialling into video calls, and most of our work is conducted and executed on our laptops, using cloud-based software and storage.
I’m talking about the resurrection of existing assets that brands’ agencies already process from previous campaigns. You may have the option to produce your digital media campaign creative following the approved storyboards, without even re-writing copy. For example, Spicerack are well versed in creating animated sequences using static-originated imagery. We do this all the time, because it enables us to create eye-catching animations and effects. Standard media bookings, and mandatory user-initiation of video-play on Apple handheld platforms, mostly exclude video use.
More complex, but well within the realms of possibility, your digital creative agency can also re-approach the original brief. Digital agencies are skilled in co-creation and asset adaptation, putting them in a unique position as content creators to respond to briefs – ones where limitations are inherently viewed as positive creative challenges.
Deliberately choosing a category from which I can’t be accused of profiteering, take the automobile sector (which Spicerack has very little experience in). Are there any vehicle brands in existence that, as well as serving scenic video footage in digital media spots, aren’t also animating static assets? Side perspectives of Peugeot cars and vans, rolling into view with turning wheels, indicators flashing and smooth stops. It’s a tried and tested formula over more than a decade, still serving the same purpose: brand aware, stand-out creative, usable across all channels, and which doesn’t require astronomical budgets.
Understanding this would benefit from visual examples, of which I can only provide our own. From animating static assets to tell a multi-layered story, to bringing static assets to life to hone in on specifics to sourcing a stock imagery of a wood texture instead of setting up a shoot.
Your agency understands your products; prepare to be amazed by how they can breathe new life into your existing assets. In one way or the other, they’re probably already doing it, so you might say they’ve been practicing for this moment.
If you’d like a professional appraisal of your most recent digital campaign creative, Spicerack are offering a free 30 minute video consultation with a member of our creative team.