Analogue Vs. Digital – Why Old Media Is Ripe For Innovation

Analogue Vs. Digital – Why Old Media Is Ripe For Innovation
SHARE
THIS



Real innovations are taking place beyond our screens, says brand strategist Daye Moffitt.

Increasingly, creative agencies are asked to produce digitally relevant, new and inventive ideas. No pressure of course; except there is, and gigabytes of it. Accelerating change is a real thing. Technology evolves as we blink. And those that don’t evolve synchronously will soon die; cause of death, irrelevance.

But here’s the question: have we become so obsessed by the digital realm and its linkage with forethought that we’ve failed to see the enduring value of a brand’s physical presence? I think so. And here’s why: In today’s digitally overloaded world, physical presence is a gesture to your consumer, and if executed correctly, a measure of quality. Conduit Inc recently argued that the move towards the ‘end of print’ in favor of digital content is in fact having an ‘invigorating’ affect, declaring that the value of print has increased because it now stands out more than it did in the past; a direct symptom of the multitude of electronic and digital distractions vying for our scattered attention.

Consider the rare joy of receiving a personal and handwritten letter in your mailbox: Or the distinction between the thrill of a postcard versus an email. The difference experienced is an inherent sense of keepsake or ‘felt value’ in something tangible, where someone (business of person) has taken the time, money and effort to produce something real. Irrespective of whether its thrown away the next day or not. Still not convinced? Perhaps the new ways in which agencies are reinventing communication materials to create purposeful meaning and benefits will sway your opinions.

The perfect example: The Drinkable Book. To assist people in the developing world who don’t have easy access to clean water, DDB North America collaborated with WATERisLIFE to create a guide to safe drinking water. Printed in English and Swahili, The Drinkable Book teaches communities about safe water habits: Critical information, but only the start. Each page of The Drinkable Book includes two filters treated with silver nano particles. These particles remove bacteria that cause diseases such as cholera and typhoid. And each filter, which costs only a small amount to produce, can be used for a month. This clever little book provides someone with clean water for four years. Innovation indeed. And there are more examples: like a mosquito-repellent newspaper in Sri Lanka that mixes ink with citronella essence to help combat a country plagued by dengue fever. Or a giant poster on a wall at the University of Sheffield featuring a poem, In Praise of Air that’s been coated with microscopic particles of titanium dioxide; which, when mixed with sunlight and oxygen absorbs atmospheric pollution.

The more you probe, the more cases you stumble upon. Genuine brand and communication innovations are taking place beyond our screens. Which leads me to my next point: Sometimes technology fails. And sometimes, it’s just not the best business solution. Yes technology often fails, I hear you echo. But I’m not talking about that inevitable, awkward moment when your Mac stubbornly refuses to sync with your client’s PC system. Or even the recurring and agonizing occurrence of The Spinning Wheel of Death. I’m talking about those moments in recent history where brands have thought long and ‘logically’ about the ways consumers behave, their new unmet needs and indeed, their future desires.

There is no better case in point than the humble digital photo frame. Whilst on paper it makes sense, on your mantelpiece, or lord forbid, wall, it makes little. At best I’d call it a numbing of the senses. And at worst, just plain, bad, misguided taste. This perhaps explains the digital frame’s wearisome presence on the Top 5 Gifts to Return After Christmas list; cited: These gadgets looked neat on Star Trek 20 years ago, but digital photo frames have become obsolete. I concur. I’m not saying that there’s not still a significant role for digital or online communications; I’m simply saying that striking the right balance and knowing when to exist in which world is key.

Long live what’s real.

Please login with linkedin to comment

Latest News

Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard
  • Campaigns
  • Marketing
  • Technology

Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard

Breakfast cereal manufacturer Kellogg’s has joined forces with Shazam and digital agency Orchard to deliver a first-of-its-kind augmented reality (AR) Halloween Trick or Treat experience for families. The campaign, which leverages Shazam’s visual recognition platform and recently-launched AR platform, sees Kellogg’s pilot the replacement of physical gifts in cereal packs with a digital experience that […]

Kraft Heinz Appoints Cummins&Partners As New Creative Agency
  • Advertising

Kraft Heinz Appoints Cummins&Partners As New Creative Agency

Kraft Heinz today confirmed the appointment of Cummins&Partners as its new Creative agency after an extensive pitch process. They will be responsible for brand strategy and integrated creative across the expanding Kraft Heinz portfolio including Kraft, Heinz and Golden Circle. A Kraft Heinz spokesperson said: “After an exhaustive search involving a competitive pitch, we have made […]

Patrick Delany (CEO, Fox Sports), Hugh Marks (CEO, Nine Entertainment Co), Miranda Devine (Columnist, News Corp), Michael Miller (Executive Chairman, News Corp Australasia), Grant Blackley (CEO & Managing Director, Southern Cross Austereo) at Radio Alive 2017
  • Media

Media Bosses Weigh In On Ten-CBS Deal

Do you enjoy articles featuring industry big-wigs? Well, it doesn't come much bigger and wiggier than this, we say.

by B&T Magazine

B&T Magazine
Kantar TNS’ Ali Dexter Joins T Garage As Director Of Insights & Strategy
  • Marketing

Kantar TNS’ Ali Dexter Joins T Garage As Director Of Insights & Strategy

Melbourne-based market research consulting agency T Garage has announced the appointment of Ali Dexter as its director of insights and strategy. Dexter joins T Garage from Kantar TNS, where she was the director of its Qualitative division. Prior to that, Dexter held a number of senior roles at Kantar TNS in the US and Vietnam.  “After […]

XXXX on Tuesday, March 21, 2017, in Las Vegas. (Jeff Bottari/AP Images for Adobe)
  • Advertising

Adobe Releases Advertising Cloud App

Not one, but two Adobe announcements. The tech elves have been busy this week, not that we're inferring Adobe is Santa.

Facebook Updates Its VR Offering
  • Technology

Facebook Updates Its VR Offering

Do you loathe Facebook for nicking all the ad cash? Well, why not scream "A pox upon you Zuckerberg" while reading this.

InterContinental Perth City Centre Chooses Bonfire To Build Digital Strategy
  • Marketing

InterContinental Perth City Centre Chooses Bonfire To Build Digital Strategy

Luxury hotel InterContinental Perth City Centre is officially set to open this Sunday, and has already taken strides towards developing a comprehensive online search strategy with digital agency Bonfire. The investment reinforces the desire of the hotel to promote its luxury business facilities, which include corporate and bespoke event spaces designed for local, national and […]

Datalabs Announces New Hire And Promotion
  • Marketing

Datalabs Announces New Hire And Promotion

Aussie data visualisation and content marketing analytics agency Datalabs has announced the appointment of Marc de Chellis to run its business development, as well as the promotion of Cass Lilley to accounts and project manager. De Chellis (pictured above, second from the left) joins Datalabs from Launchpad App Development, where he held the role of […]

OLYMPUS DIGITAL CAMERA
  • Advertising

Inskin Grows Sydney Team With New Designer

Digital advertising provider Inskin, continues to expand its Sydney team, hiring Marc Gundesen as a junior digital designer. Gundesen (pictured above) brings a breadth of skills in web design, animation and account management, and will report to Inskin’s lead designer, Jay McCalla. He joins Inskin from Budgy Smuggler, where he worked as a graphic designer, […]

Agent99 PR Signs Finance Industry Thought Leader Vanessa Stoykov For TV Show Launch
  • Marketing

Agent99 PR Signs Finance Industry Thought Leader Vanessa Stoykov For TV Show Launch

Independent communications agency Agent99 Public Relations has welcomed respected founder of No More Practice Education and founder and CEO of Evolution Media Group, Vanessa Stoykov, to its client stable. Agent99 will be supporting the launch of her Learn from the Money Masters – The Investment Series show on Channel Nine. Stoykov has over two decades […]

Susie Porter & Jacki Weaver Lend Support To Young Filmmaker In Crowdfunding Campaign
  • Media

Susie Porter & Jacki Weaver Lend Support To Young Filmmaker In Crowdfunding Campaign

A new crowdfunded short film is shining the light on barriers for women filmmakers, thanks in part to Aussie actresses Susi Porter and Jackie Weaver. Starring Porter, Beverly explores a bizarre love triangle in middle-class suburbia. It is an unflinching coming-of-age comic drama exploring sexual awakening in the era of technology, and the universal yearning […]