It’s important that each medium is given the freedom to stray from the campaign sufficiently to capitalise on it’s own strengths. Five years ago, online campaigns were creatively limited by the primary medium – usually television or print. Now online is limiting the possibilities of offline mediums. www.marquecreative.com www.computerarts.co.uk
The key to creative success is to understand, interpret and execute the idea appropriately in each category. Moving from offline to the online may mean changing the tone of the piece to have more cut-through, or ‘breaking the fourth wall’, letting people interact with the work get involved and share ownership. www.spikeuk.com www.computerarts.co.uk