W lance son « Digital Creativity report », le 1er rapport international qui interroge la créativité à l’heure du digital. Le digital est-il un média ? Un support ? Un canal ? Un outil ? Une technique ? Le digital a t-il une définition ? Si, chez W, nous nous attachons à ne pas définir trop rapidement le digital, c’est parce que nous pensons que, comme une marque, le digital est un ensemble large de pratiques, d’idées et de moyens. Dans ce rapport Digital Creativity, nous avons choisi de nous intéresser à une partie de ce vaste territoire, celui de la démarche publicitaire.
Digital Reality : Comment les marques utilisent le digital pour donner une preuve réelle de leur discours ? Bonne lecture ! Pour profiter des liens hypertextes téléchargez directement la présentation depuis slideshare.
Powered by Unruly. Harvard Business Review Magazine, Articles, Blogs, Case Studies, Books - Harvard Business Review. A Viral Video Encourages Girls to Become Engineers. Who said girls want to dress in pink and play with dolls, especially when they could be building Rube Goldberg machines instead? That is the message of a video that has gone viral, viewed more than 6.4 million times since it was posted Monday on YouTube — an ad for GoldieBlox, a start-up toy company that sells games and books to encourage girls to become engineers. In the ad, three girls are bored watching princesses in pink on TV.
So they grab a tool kit, goggles and hard hats and set to work building a machine that sends pink teacups and baby dolls flying through the house, using umbrellas, ladders and, of course, GoldieBlox toys. One of the kits, which teaches girls how to build a float for princesses, is $20. The ad has become a hot topic of conversation on social media, generating discussion about a much broader issue: the dearth of women in the technology and engineering fields, where just a quarter of technical jobs are held by women. Ms. Ms. “It’s O.K. to be a princess,” she said. EBG. L'Atelier Du Numerique. Transmedia Lab - plateforme francophone sur le transmedia. Golem13 |
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