Clemenger BBDO Panel: How is Creativity Driving Innovation in Australia?
summary
Panel shows concrete outcomes: a responsible-drinking campaign that uses Snapchat underworld tactics and ethnographic segmentation to reach 18–24s and collects thousands of snaps in six weeks; a road‑safety program that shifts the toll from numbers to people and installs a simple door‑handle nudge to prevent car‑dooring; a pet‑recovery service built on real‑time geo‑targeted alerts via Google Display Network that mobilizes local scouts; and a tourism experiment using a Periscope ball to live‑stream city guides and repurpose footage across channels.
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chapters (6)
- 0:00Introduction to innovation
- 3:03DrinkWise campaign insights
- 8:10Road safety and behavioral change
- 16:46Pedigree technology integration
- 24:15Play Melbourne and Periscope
- 31:52Managing risk and sustainability
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