Right from the beginning of his session, Tobaccowala made sure his presentation centered around the critical dots in the world of creativity, viz sound, picture, word, and video. He added that the four dots now have added dimensions, in the name of participation, mobile and connectivity. "While mobility is certainly critical, it is imperative to understand that every piece of storytelling could be connected to other pieces of storytelling.
He shared a few case studies to elaborate on his point. One such case was an initiative undertaken by Mercedes Benz, called 'Tweet Race'.
Sharing another instance where creativity could facilitate smooth connecting of dots in a way that resonate was about a musical band called Kaizers Orchestra. The band, he explained, shared a fresh soundtrack with the audience and urged them to write their own song for that piece of music. In the end, they used the best out of all and made it a part of their original song.
He asserted that if brand were a person, it would be defined by what people talk about that person after he has left the room. "A great idea for a brand ought to be an integrated idea," he said. He added that he would appreciate to see ideas that may not have the traditional mediums like TV or Print at all.
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Watch the films conceptualised by Leo Burnett here