Challenge the establishment. That’s what you should do if you’re young and don’t really have to care about being fired. (Actually that’s what you always should do!) That’s exactly what the students over at Berghs School of Communication have done this year once again.
Their contribution to an often shallow advertising world is driving sustainability. They’ve decided to make their entire final exhibition about sustainability, they’ve established a prize that award sustainable communication and they’ve also just launched their campaign site that promotes their final exhibition – A Sustainable Plan.
About a month ago I got the question if I could share my point of view [click to continue…]
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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
This blog is written by Johan Ronnestam. He's widely regarded as one of Sweden’s leading speakers and authorities in the field of modern creative and conceptual thinking and skill of innovating brands and their communication. In 2010 the readers of Microsoft Indikat named Johan Swedens most influential authority within digital communication
