The Brief

Do you want to intern at Ogilvy?
We have a challenge and a brief for you

The Brief

From our phones to our microwaves, we’re intrinsically dependant on our digital extensions.

We’ve become cyborgs.

And from the launch of desktop publishing in the 70s, to a dramatic shift over the past 30 years with vast advancements, technology has evolved, creativity too. We now write in “Notebook” apps, we paint on tablets with “Pencils” and we brainstorm on virtual “whiteboards”. Digital creativity has levelled-up.

An interesting new territory of this space has developed that takes its cues from the art world and simple signatures in the corners of canvases. The technology that powers Bitcoin and all other cryptocurrencies has been applied to digital art to give it the value and authenticity that it’s tactile counterparts have always enjoyed. Enter Crypto-art through NFTs, or Non-fungible Tokens:

NFTs, explained

You can now sign and secure digital art, in order to sell it at Auction or otherwise. While this has been around for a while, more recently artists like Beeple have popularised the use of the tech and cashed out because of it. Here are a few examples:

A few interesting features:

  • You can now buy and sell digital art, regardless of copying or piracy.
  • The ownership is defined in block-chain and anyone can verify it at any point.
  • There’s a digital paper trail of the ownership.
  • Royalties can be generated as the art “changes hands”.

The key takeout of NFTs, is that “Fine Art” in its digital form, is now accessible to anyone with some kind of digital creation tool. No need for expensive paint, canvasses the break the bank, nor swathes of studio space.

With the above being said, considering the limited access that many Africans have to the specialised tools of artistic trades, the limited access to internet services, not to mention the abundant can-do crafting attitude that we all have...

How can we use this new gateway to fame, fortune and opportunity in order to elevate a brand’s purpose?

Here’s how brands are already using NFTs around the world:

We want you to identify a brand’s purpose and come up with an innovative way to use NFTs (or elements of NFTs) to solve business challenges while maintaining the brand’s purpose. You are required to incorporate a sense of ‘Digital African Creativity’ to achieve your objectives.

Format

The below idea card is a simple means of summarising your idea into a single page, before you move it forward and unpack the detail. Each bullet point's rationale shouldn’t be longer than a sentences or two.

  1. Piercing Insight
    What is a deep consumer truth or everyday South African opportunity or pain-point that has yet to be acknowledged?
  2. Brand Connection
    What is the Brand’s purpose?
  3. The Idea (express this in a line)
    How does the Brand’s USPs or positioning solve or address your piercing insight
  4. Obstacles
    External macro factors to consider during your thinking. These factors ARE NOT limiting, but should rather create new execution opportunities.
  5. The Execution:
    What communications channel(s) will best suit this idea? One of them has to be on mobile. What makes this idea talk-able and shareable?

Example of an idea card Idea card example

Once your idea card is complete, you’ll want to support it with material that unpacks the detail as to how it would work on one page. This will depend on your idea, but the following suggestions may help:

Examples of an entry-boards:

  1. https://i.pinimg.com/originals/61/7b/d3/617bd3f82a473e6a12da20df3ce492b1.png
  2. https://ididthat.co/wp-content/uploads/2019/03/Losethelabel-Entry-board-1-main-board.jpg
  3. https://i.pinimg.com/originals/ec/1f/27/ec1f27d713ee1c25ff9c6834898e4bc9.jpg

Material specs PDF, PNG or JPEG under 5mb.