Students get it. When will brands do?

berghs_live_tv_screen_school

This year when the students at Berghs School of Communication graduate they sum up their examination exhibition like this:

  • No one reads ads.
  • People read what is interesting.
  • How do we become interesting?
  • We create news instead of advertising.

Instead of having a regular examination exhibition they’ve launching a live news channel the 27th of May where all their projects will be highlighted. The news channel will be available online on the Berghs Live website. Apart from that you can visit the studio at the Berghs school. Finally they’ve managed to get the channel live on Stureplan, Stockholms most central public square. Of course they’ve created a Twitter # for the event as well.

Larger than life. Make it larger than life. That’s what I was told when I was working with a Nike campaign back in 1999. Today, make it larger than life but make it true!

What the student have actually been working with for their final examination is yet to be seen. But the wrap up of it all in the context of Berghs live shows they’ve got what future communication is all about:

  • Make things interesting.
  • Make it bigger than it actually is.
  • Use multiple channels.
  • You can’t buy distribution, you have to create it.
  • Viral marketing is achieved when context beats the hell out of surface.

Good Luck ›› Class of 2009!
ps. If you wanna check it out

Broadcasting live at berghslive.com:
Thursday 28/5 19.00 – 20.30
Friday 29/5 15.00 – 18.00
Saturday 30/5 13.00 – 15.00
Sunday 31/5 13.00 – 15.00

Opening hours for the offline version at the School:
Thursday 28/5 17.00 – 22.00 (Vernissage for invited)
Friday 29/5 11.00 – 19.00
Saturday 30/5 11.00 – 19.00
Sunday 31/5 11.00 – 16.00

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Curiosity. My greatest asset. Born 1971 and Raised in the suburbs of style city Stockholm, creativity was always a part of growing up. With a background as a former snowboard professional (with among others Greger Hagelin from WE and Per Holknekt from Odd Molly as sponsors) and one of the few in the world who nailed a 1440° spin, I started my career on the buyer side. Marketing exclusive golf brands such as Mizuno, King Cobra and Goldwin gave me insight into the demands of advertisers and consumers but foremost the complexity behind how products actually make it into the stores. Always full of ideas, I felt I needed to move on to the creative side of the business. Internet, on the rise in Sweden drew me into the digital revolution already in 1994. In 1998 however I joined Framfab, one of the late 90’s fast-moving companies. As a concept developer and key account manager I parted in creating award winning projects for clients like Vattenfall , Bredbandsbolaget, Nike Europe and Volvo Cars. I also held a position within Framfab Innovation. The incubator of new ideas within Framfab. After Framfab had grown in just two years from 130 employees to 3400, I felt I needed to move to a smaller organization. Abel & Baker - in 2001 the worlds most awarded digital advertising company attracted me. At A&B I tool part in winning the global account for adidas, but I also worked with MTV, Nokia, Toyota, Årets Kock, ICA and the Red Cross. In 2002 I left Abel & Baker to found something of my own - Foreign. Foreign - an ideas creator with focus on the communication of tomorrow - based in Stockholm, Sweden. Foreign quickly grew to 27 employees and was awarded in the Cannes Lions, D&AD, New York Festivals, London International Advertising Awards, Epica, Clio, Cresta and other award shows every year since start up. Foreign launched both digital and integrated global campaigns for BMW Motorrad, MTV, H&M, IKEA, Omega, Beckers, Com Hem, Intersport, Kosta Boda, adidas International and many more. In September 2008 I took the decision to close Foreign down after almost 7 years. I’m now consulting within the same business on my own. Apart from Foreign I’ve also founded WhiskyGrotto.com and Co-Founded PremierGoals.com. Thru the years, leadership and success has been important, but enjoying life, loyalty and sincerity is what drives me further. I consider my part in motivating adidas to let fairly small Foreign handle adidas global digital World Cup campaigns my proudest moment in business. The birth of my two daughters Ebba & Linn is my proudest moment in life.

  • http://pushforward.se/ Jonas Karlsson

    Very good blog post and good luck to the students at Berghs!

  • http://pushforward.se Jonas Karlsson

    Very good blog post and good luck to the students at Berghs!

  • http://www.jenefeldt.se/ Jenefeldt

    I agree with the students. Today marketing people have to create someting interesting enough for others to wanna shout it out on blogs, twitter, Facebook and so on. Make things viral. The trend of making funny videos, in atempt to spread them on youtube, is growing quite fast and proves what they say. I can’t get enough of this one: http://www.youtube.com/watch?v=MAcc8CPhlO4

  • http://www.jenefeldt.se Jenefeldt

    I agree with the students. Today marketing people have to create someting interesting enough for others to wanna shout it out on blogs, twitter, Facebook and so on. Make things viral. The trend of making funny videos, in atempt to spread them on youtube, is growing quite fast and proves what they say. I can’t get enough of this one: http://www.youtube.com/watch?v=MAcc8CPhlO4

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