Positive Psychology workshop with Louise Tidmand

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I previously studied at Macleay College and have come back after 3 years to finish my degree in Advertising. There are a lot of things that have changed but one of the things that I looked forward to was the subject on Positive Psychology.

It was a pleasant surprise to know that Macleay had introduced this new subject and I wasted no time in signing up for it. I had no clue about what it would entail, but from the title itself I knew that it would be a fundamental class that would shape me to be a better person and innovator.

And I wasn’t wrong.

Positive Psychology is defined as the scientific study of the strengths that enable individuals and communities to thrive. It is founded on the belief that people want to lead more meaningful and fulfilling lives.

Through our classes, we have been learning unconventional ways of thinking in order to reduce the stresses accumulated from everyday life and to open our minds and be more creative. In my opinion it is a revolutionary movement that tackles the alarming growth of anxiety, depression and lack of self-fulfilment in people.

Louise Tidmand generously volunteered her time to the students of Macleay College, specifically those who were studying Positive Psychology. She shared her insight and research on the idea of teaching life coping skills to students and adults. She described it as the process of learning how to deal with stress which greatly varies from how you react to it.

When Louise presented her findings on the growing rate of depression and anxiety in adults and teens it resonated within myself as I have experienced the severity of these mental illnesses through close encounters. She highlighted that the traditional ways of addressing these illnesses, which often focus on negatives, are not enough to build a resilient foundation in our society. She showcased the tools she had created to get someone into the positives on the scale of happiness. It was very inspiring to see that there are people who are taking action to make a better change in the world.

In her presentation, Louise engaged with the audience with fun clapping routines and asking us simple but thoughtful questions to promote altruism. For e.g. What can you do to make someone happy? And what can you say to make someone happy?

I am so grateful for the chance to gain new wisdoms from Louise. It is so motivating to see that the studies of positive psychology are spreading to affect the lives of the people around us in a life-changing way.

 

 

 

 

By Patricia Tamayo
Bachelor of Advertising & Media

Welcome To The World Of The Individual

Demographics Are Dead: Welcome To The World Of The Individual 

Since the mid 20th Century, consumer targeting meant broadcasting out to a specific group of people based on gender, age, and location. Yet in 2017, data collection is far more intricate, and those brackets that we use to define and group people are now far too broad. Is it time for communicators to stop generalising markets, and shift our focus to the individual?

People no longer define themselves within one set of beliefs in the way we did 30 years ago. We have evolved to accept every facet of our personalities, and have multiple defining characteristics beyond our ethnic background, location, religious beliefs or even age. The only way to successfully market to the people of the future, is to get to know them beyond basic demographics and look further into their personality type, habits, and opinions.

Only a few years ago, people began to grow extremely uncomfortable with the amount of data that platforms, such as a Facebook, had on them. Yet it seems more and more widely accepted now that we all carry a complex digital footprint, and in that footprint is everything any brand needs to know about us. Many successful brands follow people on their daily interactions with digital media – from the minute they wake up to the minute they go to sleep. Marketing to the individual based on their digital data is a guaranteed way to increase brand awareness, whether your audience likes it or not. This retargeting model and its breach on privacy is another conversation, but we need acknowledge that when it comes to brand awareness, this method of individual marketing is a stepping stone in getting to know your consumer.

You’re probably thinking that this method of individual consumer targeting can’t possibly work for every brand – and you’re right. Keep in mind that data is power. Not all brands need social media and retargeting to reach their consumer, but all brands do need that vital information on their audience. Think about it in terms of the friends you have on Facebook; you may have never met someone, but based on their daily Facebook activity clogging your newsfeed, you can probably tell exactly what, why, and when they’d buy. Yet from a marketing perspective, this person is probably defined as ’50-65, woman, Eastern Suburbs’.

Let’s get personal. Look beyond classic defining characteristics and get to know your consumer on a deeper level. Consumers are getting smarter, so if we can respect our consumer as an individual with distinctive opinions and beliefs, then we can build a trusting relationship between brand and audience. (Even if achieving that personal relationship means digging deep in data).

By Keira Scurry (Bachelor of Advertising and Media student)

What is this trickery called retargeting? Is it effective?

Remember when you were in the market for a fresh pair of kicks or a new top to impress that not so special someone on your recently memorable for all the wrong reasons tinder date? You jumped onto ASOS and when overwhelmed with the choices thought “Fuck it I’ll look later.”. No? Well, facebook sure seems to think you did. Next thing you know your sitting in class, at work, on the train and you stumble your way online only to see banner ads from ASOS for the exact category you were perusing. Creepy. But hey no harm no foul you shrug it off right? And that weekend you’re out shopping with friends and low and behold find that perfect pair of shoes, tie, whatever, no need to keep looking but that’s not what Facebook thinks…next thing you know all you see for the next few weeks are ads for shoes over and over again to the point of irrational anger. Or is it rational?

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This is just one example of how technology is influencing advertisement and is more commonly known as ‘Adtech’. The example above highlights one of the most notorious forms of Adtech called retargeting where it roughly works like this; a website uses cookie-based technology that uses javascript code to follow those who visit the page around the rest of the web. This is done so anonymously and is done so in a way that the ad will only target those who have visited the said website. The purpose of this, of course, is so that even though Bob didn’t make it all the way to the ‘check out’, maybe he got distracted or something came up, brands and websites can subtly remind Bob about the new ultra shiny garden hose reel and other similar categorical items and hey, maybe Bob will complete the purchase at a later time and think fondly about that website.

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But is this ethical? Is Bob only buying that hose reel because he kept seeing images of it everywhere he went and now only bought it based on one initial passing thought, turned action off of subliminal advertising? More and more consumers are becoming irritated and fed up with the constant feed of adverts in their lives opting for web browser extensions that block all ads and it even caused big companies like Apple to start building these types of ad blockers into their own web browsers which have then been used as part of a selling point of their products. Innovations in technology have brought about a lot of new and amazing streams in which the advertising industry can play with but is the industry just being lazy?

The term ‘brand engagement’ is thrown around a lot these days where big brands want consumers to ‘engage’ with them but tactics like retargeting has had the exact opposite effect where consumers are actively trying to disengage with brands and ads so they can have a moment of peace from the bombardment of products and services shoved down their eyeballs. If you rely heavily on retargeting your potential consumers for your products and or services are you even offering anything of worth? Perhaps its time to think more creatively and do something that has consumers wanting to engage with your website and or brand.

By Lachlan Burdis (Bachelor of Advertising and Media student)

Take a video… it will last longer!

They say a picture is worth a thousand words… well then what’s a video worth?

Last year I snapped a picture of a little girl I met in India called Angel. On paper, her story is all kinds of tough. After sleeping with someone outside her cast, Angel’s mum tried to drown her as a newborn. Although only three days old, Angel put up a fight and her little heart refused to stop beating. After her failed attempt to murder her newborn child, Angel’s mum gave Angel to a local rescue home and has never seen her since.

Whilst reading about my sweet Angel you feel for her, but its just text on a page, you will probably never think about her again. However, after seeing a picture of her sweet smile, you feel a deeper level of connection and more emotions are evoked as the story grows on you… a picture is worth a thousand words.

If a picture is worth a thousand words, what is a video worth? Videos are powerful and enable the viewer to transcend space and time. Whilst it brings me so much joy to gaze at Angel’s sweet face in her picture, I feel like I am back with her when I see a simple video of her. I have a video of Angel in her school uniform jumping up and down on her bed laughing and calling out to me, ‘Ukka Ukka,” which means big sister. The picture of Angel tells me a thousand words, of who she is, what she is like and who she will become; however, the video transports me back in time. Back to my Angel.

I can hear her voice and her laughter, I can see the excitement on her face and I can feel the love I felt for her right in that moment. The video is what I treasure. After months of not seeing Angel, her contagious laugh, which was once so loud in my ears slowly, softens, the memories of hours of jumping on the bed fade and hearing my name called over and over becomes a distant memory. Despite the time apart, it only takes one play of the video to make me feel like I am back with her. Maybe a video has the ability to make us feel those thousands of words in a picture.

Text can tell a powerful story, a picture is worth a thousand words but a video has the ability to transport us through time. Videos engage our minds like nothing else, they have the ability to unpack complex concepts quickly and evoke stronger emotions than any other medium. Videos have the ability to transport us through time and space and quench our mind’s thirst for information and interaction. Since video appeals to both sight and sound, it has the ability bring back our memories, beautiful memories of our journeys, memories like my Angel.

By Nina Gaukrodger (Bachelor of Digital Media student)

The Power of Art Direction

A picture is worth 1,000 words

As an art director, you’re in charge of the imagery and layout of an ad all together. You need to make sure that the message you want the audience to receive is portrayed correctly. A well-known fact related to advertising is the “6 second impact”, where you only have 6 seconds of attention from the audience while they’re going through their day. This relates especially to outdoor advertising. If a person is walking down a street and walks by a bus shelter with an ad on it, you only have 6 seconds of their attention. Therefore, you shouldn’t have lots of copy on it that the audience won’t have time to read in such a short amount of time. That’s where the saying “6 words, 6 seconds” comes from, or even better: no words at all.

The phrase “a picture is worth 1,000 words” is developed from an even older saying which is “one look is worth a thousand words.” It appeared in a 1913 newspaper advertisement for the Piqua Auto Supply House of Piqua, Ohio, but ironically uses only words, not images, to invite prospective customers to see its products in their store. The point of it being how instead of explaining all its features and printing photos of every angle, one look at it with your own eyes will say it all. I think both phrases are nice references to how we only have the audience’s attention for a short amount of time, and how that time can be well spent with viewing instead of reading.

Take these great Lego ads for example. All it needs is an image with a strong impact and the product’s logo. Never underestimate your audience’s ability to figuring things out on their own. They don’t need a few sentences explaining the joke. They could have had a clever tagline under the imagery saying something about how great children’s imagination is, but they chose not to, and it made the ad so much better. Without any words to read, you reach out to so many more people as we all have got the time to simply look at the image. It also helps that the logo is well recognizable. The ad also possesses bright, playful colors to catch their attention even more. The art director or creative person behind these posters is a genius in my eyes, I wish I had come up with this idea myself.

This ad for Scotch tape is another image dominant ad that I find very clever. It is so self-explanatory and it also consists of only an image and the logo for the product. There is also Scotch’s slogan underneath their logo which they don’t even needed to ad for us to understand their message.

A picture really is worth more than a thousand words in the advertising industry, and image dominant advertising creates the cleverest ideas and are easily remembered. Here are some more examples to prove my point:

By Charlotte Leite Hansen (Bachelor of Digital Media student)

It’s Award-Winning Month at Macleay

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Video Production lecturer Cisco Corea speaking to students about his award winning MTV Adidas campaign.

I’m pleased to announce that our Video Production lecturer Cisco Corea has just won a best advertising campaign of the year / Branded Content at the ASTRA awards for the MTV Adidas campaign he produced and directed.

Our Sydney copywriting lecturer Cameron Horn is nominated for the 6th year in a row at the ACRA Radio Awards, and up against his ex-student Katrina Fowler for the second year running. Account Management graduate Kyra Brown is also nominated this year. Congratulations to all three.

Ian Thomson’s latest short film THE INVISIBLE EDGE was also an official selection in the London Independent Film Awards, pre-selected for the New Zealand Film Awards, and was a finalist in the Mindscape Film Festival in Los Angeles. The film will also be screened as part of The Big Anxiety Festival in Sydney.

The Advertising & Media faculty are pleased to be launching a new unit in GAMIFICATION in T3, developed and delivered by the award-winning advertising creative director and author, Simon Veksner.

It will also be the first roll-out of the AUDIO STORYTELLING unit with multi-ACRA-award winning radio copywriter Cameron Horn. This unit teaches student radio advertising script-writing, audio production using ProTools and the increasing popular art of podcasting.

In Melbourne we will be running a new elective in COPYWRITINGwith the local Melbourne Social Media personality Candy Hertz.

We are looking forward to welcoming Lizzie Mack on-board to deliver the new STORY & NARRATIVE unit as part of the Digital Media Diploma and Degree in T3. Lizzie is not only a seasoned social media marketing and film teacher, but also a talented jazz vocalist (https://twitter.com/macklizzie). The unit explores a vast array of storytelling techniques for digital media projects, from online video, to interactive games and digital marketing campaigns.

Digital Design lecturer Jason Gemenis has just launched his new digital agency PEPPERMINT. This not only offers students great industry focused learning at the coal-face of digital marketing, design and media, but Jason also offers internships for budding digital design specialists.

In addition, in November this year our CREATIVE PROCESS lecturer Julieann Brooker will be travelling to Bhutan with Dr Lindsay Oades, Director of the Centre for Positive Psychology, Graduate School of Education, University of Melbourne, to study the measurement and embodiment of Gross National Happiness (GNH) in a combined program between GNH Bhutan and GNH Australia. 

Ian Thomson, Head of the Advertising & Digital Media Faculty

CONGRATULATIONS TO MACLEAY COLLEGE’S LATEST ADVERTISING & MEDIA BACHELOR GRADS

Congrats to this trimester’s graduating Bachelor of Advertising & Media students Daniel Koublachvili (L), Robyn Lear (3R) and Caitlin Thomas (2R) who presented their final major projects to the industry panel of Experience Designer Sam Court (M), Samantha Benney, Regional Customer Marketing Manager (3L), Accolade Wines and Kristy Chilman, Marketing Lead at The Brand Architect (R).

Daniel developed an application to allow people to donate rounded up change to charities called LINK. Robyn developed a strategic marketing and communications plan for SKYY VODKA in Australia, and Caitlin Thomas developed a social media platform for Tweens called HEYU.

They have certainly set the bar high for next trimester’s graduating bachelors!

Ian Thomson (2L), Head of the Advertising & Digital Media Faculty at Macleay College.

David Droga’s Emotional Rallying Cry to the Ad Industry at Cannes Lions Centres on Caring

“There goes my facade of being a rock.”

David Droga choked up several times during a heartfelt and surprisingly emotional speech at Cannes Lions last month—in the end, it was one of the highlights of the festival—as he accepted the Lion of St. Mark award for creative excellence across his storied career.

The Droga5 founder used the moment to look back at his brilliant career so far and to thank the people who’ve helped make it happen—a long list of work colleagues, of course, but also, most prominently, his mother and his wife.

He also had words for the advertising industry, which he initially cast as advice for his four children in attendance—about the single most important thing, in his view, that helps make a person, and a career, successful.

“Wanting something—wanting a career, or wanting to make something—doesn’t really mean much. It’s about finding something you care about. Because caring is the only thing that really matters,” he said.

Caring leads to everything else, Droga suggested.

“I would put down everything in my career to the fact that I cared—about what I do, who I work with, what I make,” he said. “Caring makes you want to work harder. People can’t pay you to care. People can’t teach you to care. But when you find something that you care about, you give it everything you’ve got. You never settle. And you are always pushing to learn and be better and support those around you. All I’ve tried to do in my career is care.”

He added: “That’s all we need to do. More agencies need to give a shit, work hard and try to make beautiful and impactful things.”

See the full speech video on YouTube.

3 great ads I had nothing to do with!

In the tradition of the popular Thinkbox series of shorts that explore some of the greatest TV advertisements in the company of leading Creatives ‘who know a thing or two about making them’, I’ve decided to put forward my own three choices of great advertisements that I had nothing to do with. Now, I’m no Chief Creative Officer of a huge agency, but I feel like I still know a good ad from a bad one. So here goes.

In the age of digital television recorders, advertisement skipping, product placement, overlay ads, Google and pretty much the internet in general, making a TVC stand out above the rest has become tough. Attention spans have shortened, and the point now is to make a TVC that instantly grabs attention and is genuinely engaging. I’ve selected three TVCs that have recently inspired me in my journey through studying advertising; brilliant commercials, old and new, that I admire. (Oh and by the way, if you’ve never heard of it, check out advert.ge on Facebook – absolutely brilliant page constantly posting great TVC’s from around the globe.)

Ad #1: It’s now or never.

As the rest of the world runs for their lives and civilization crumbles around them, the bar-goers enjoy their last moments together and make the most of theirs. The bartender pours shots of Cuervo, a man plays Elvis Presley’s “It’s Now or Never” on the jukebox and couples tango while destruction around them ensues, because as for these brave souls; ‘tomorrow is overrated’.

The coolness factor is stratospheric here. CP+B’s campaign, directed by Ringan Ledwidge, features stunning visuals and uses an end-of-days scenario in charming fashion as a metaphor for living in the moment. The Elvis ballad, which was the second best-selling single of his career, is conceptually perfect and cuts right through the mayhem. The end tagline, “Tomorrow Is Overrated,” is a fun way to highlight tequila’s reputation as a liquor that can lead to unparalleled nights of abandon – and a way to emphasize the primacy of now in times of uncertainty.

Ad #2: Only time.

Who would have thought that more than 85 million people would watch the Muscles from Brussels doing his signature split with two Volvo trucks moving in reverse on a highway, backed by Enya’s “Only Time”? Volvo knew.

Directed by Andreas Nilsson, Volvo filmed the short on a runway in Spain in one take after three days of rehearsals. The short was, at the time, the latest in a series of videos Volvo used to promote how easy it was, and is, to steer its new high-tech big rigs – others have featured a woman walking a tightrope between to moving trucks heading toward a tunnel and a hamster steering one up the edge of a cliff.

The series, and the Jean-Claude Van Damme video in particular, are an insanely clever way to get attention to a type of vehicle most consumers usually don’t care or even think about while proving to other brands that they can use short clips to generate a Super Bowl-sized audience for little money when upping the creativity level of their campaigns.

Ad #3: Satisfaction.

While they sleep, a man’s tongue crawls completely out of his mouth and embarks on a journey to a house party down the road, bringing back home a cold Tooheys Extra Dry.

Yes, another alcohol ad. But prove to me that this isn’t one of the greatest Australian ads ever. I distinctively remember always rushing to the TV whenever I could hear Benny Benassi’s “Satisfaction” playing. “The tongue beer ad is on!”, I would say. I was 12.

This Tooheys TVC, created by BMF in Sydney, drew dozens of complaints but ranks as one of the best television commercials in the world. The Advertising Standards Board rejected a deluge of complaints about the ad, while Tooheys claims it reinvigorated Australian beer advertising. The advertisement is deliberately distinctive to reflect the diverse and growing consumer appetite for the brand, with a particular focus on younger consumers. At the core of the ad, the tongue is a simple yet strategic device to highlight the importance of taste.

The overall theme of my three advertisements, it seems, is that they all effectively make use of one huge feature amongst the impact of the visuals; that of music. Each advertisement conveys a strong message, but through the added characteristic of music, and specifically popularised music, the ad becomes something else. It becomes engaging.

Rowan James Slade

A BLOG BY MACLEAY COLLEGE ADVERTISING & DIGITAL MEDIA STUDENTS

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