The invention of the printing press transformed society by breaking up elite strangleholds on entertainment and information. But governments and corporations figured out how to tame the next wave of media—TV & radio. How can the Internet fulfill its true revolutionary promise and avoid being co-opted again by the economic and political establishment? By uniting with the book, the last medium to accomplish that. Average time spent per user on books is hours, lifetime revenue per author approaches one thousand dollars. But they're damn idiosyncratic and sampling them is hell, so current technology and business models favor lowest common denominators to maximize advertising revenue. By combining the Internet's capacity to power creation and consumption with the book's capacity to get deeper inside the human mind and identity than any other medium, the Internet can balance its dependence on corporate advertising with the economics of individual choice.
by Aman Govil and Cecelia Wogan-Silva
This year, Internet advertising turns 18-years-old. And yet despite almost two decades of innovation online, digital ads are still being used to simply inform more than they're being used to connect, engage and entertain.It is time to put digital advertising to the ultimate test. We selected four iconic commercials of yesteryears, and asked the legendary creatives behind them to re-imagine them for the digital age. These advertising icons defined the mediums of the past. Now they're back to help shape the medium of the future, prove that great ideas come first, and inspire a new generation of creative minds along the way.The Brands: Coca-Cola, Avis, Volvo and Alka-SeltzerThe Films: No experiment is complete without its lab book. Documented by Emmy-award winning filmmaker Doug Pray, you can watch the process unfold and witness the journey of the five icons as they put the minds and the medium to the test.This session is sponsored by Google.
9th–13th March 2012