We know it went from 10 to 6′ish but somehow it only seemed to span about 10 minutes and we were suddenly in Dylans bar! That was a shame as it was such fun working with a group who are so full of ideas and enthusiasm for the work they produced.

Just so you know, the ideas you all came up with to answer the briefs were absolutely amazing, and by and large, on target to what we asked for Obviusly we managed to learn a thing or two from your presentations, so well done.

If you’ve got any questions about the day, want to say hi and send us your portfolio or maybe you want to tell us something to improve on, then mail me, dan@thoughtden.co.uk

Audience: 35-50

Core aim: Ease of use, older market, encourage parents to buy for kids, but secretly use it themselves

Deadline: 4 month development & build

Guide Budget: £50k

Suggested strategy: Viral quiz / game / video

Restrictions: QUICK to download, EASY to use, EASY to spread, must be on-brand

Audience: 18-24

Core aim: Steal lager drinkers / try for first time

Deadline: 1 month main production, with 3 month maintenance / refresh

Guide Budget: £200k

Suggested strategy: Mobile based? Rich media Flash? Social networking?

Restrictions: Strict brand guidlines

Audience: 21-28

Core aim: Represent church as more 21st century.

Deadline: 2 months production? Slow burner

Guide Budget: £10k

Suggested strategy: ARG, pervasive

Restrictions: Can’t mock Jesus

Audience: M + F, shop audience (18 – 30)

Core aim: Encourage audience to be more comfortable with the brand. Brand penetration

Deadline: 2 weeks

Guide Budget: £20k

Suggested strategy: To roll out across all outlets for particular campaign

Restrictions: Not overtly sexual, easy to use, not intrusive

its all there!

a non Guinness drinker is encouraged to film their first Guinness adventure and they are encouraged to make it as special as possible with the prospect of reward for the most publicly appreciated.  (hinting at similarities with other first experiences.

with the success of the first phase of viral marketing its is hoped that the competition and its entries will create more and more interest, creating more video entries thus completing the cycle.

The release of the new Ann Summers Playtime installation will surely be one for for just the grown ups, as this type of fun is just not intended for minors.

The idea of Playtime is to re-brand the company in light of the of usual taboo that most people treat the store with, to make it something more universally fun but still a bit saucy, in the same vein as the Carry On… series.

We have created the concept of episodic ARGs. A new idea that will make ARGs easer and more inclusive. People often find ARGs too long and confusing. What we have done is broken down the ARG into episodes, each episode refers to a parable. Leading the user to investigate what they have seen and find a final goal that will accompany every episode/parable. An example would be the Parable of the Good Samaritan played out over blogs and youtube, and the goal would be to find the “Good Samaritan” using the clues set out in the story online and off.