Ever wonder what it takes to win a Facebook Studio Award?
The 2012 jury shares some of their thoughts.
be an inventor what could be here
that'll connect people and make them
feel like one they're participating with
the brand but to they're also connecting
with each other facebook is a new
platform and a lot of this traditional
skill sets of advertising creativity
have a great place here but it's a new
architecture we don't think about
Facebook as mass media we think about it
is one to one on a massive scale so it's
really about how a brand is going to
interact with it with one person the
most important criteria is to ask
yourself why would anyone care because
if you can establish why they would care
then you can probably figure out why
they would share it have you got
something that's worth sharing I love
creating stories I think that that's
what we're here to do that's what we do
best when this business works at its
best when advertising as best we tell
stories so I tell the creatives your job
is creativity your job is to create this
story now go to Facebook and innovate I
think we have in our own unique way the
ability to make an impact and influence
the world most of my friends weren't
working in the early 50s when television
became the dominant transformational
platform of advertising we just weren't
there we have to watch Mad Men or we
have to you know read books to
experience what something like was like
well we're living here now and this is
what this is that people who are
investing themselves investing their
time their energy and their talents to
really understand the social dynamics of
how campaigns can be built on facebook
those creatives are the ones with the
curiosity and the passion to build some
extraordinary things we're all figuring
this out and we're not gonna get great
at it if we don't play fail forward fast
the one word that I would use to set up
is innovation it's the network limitless
transparency order cooler on steroids I
get to be an inventor
you
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