小魚廣告網 善用創意 社會創新

Rei（稻本零）在台北的擒獅創意營時幫他錄了三段影片，經過他審核之後，讓我放在網站上播出。本來想用Soapbox，但是（好像？）不開放台灣使用。試著用Vimeo，影片怪怪閃動。最後用Flickr來播。畫質還不錯。說不定是因為是我有付Flickr年費的關係。 這一段是，他談自己的創作方式Creative Process，他說他的創作方式在AKQA已經成了笑話。然後當場demo他是怎麼想創意的。他會把A4紙分成兩半（因為他很有環保概念，所以通常是用回收紙），在每張紙上寫些東西，然後全部攤在桌上轉來轉去。排列組合。Rei就是這樣想創意的。他上回在上海也是這樣開處方給年輕創意的，很多組都有拿到一兩張。

（由微軟數位廣告提供。微軟數位廣告希望各團隊或網友引述時盡量採用此處的文字。擒獅專案活動的官網上也採用相同的文字。）

Rei Inamoto（稻本零）
對台灣行的整體評論：

這次能有機會到台灣參加微軟數位廣告所舉辦的「擒獅專案大中華區創意高峰會」以及「擒獅創意營」，無論在工作上或是對我個人而言，都相當具有意義。

在工作上，有機會與來自台灣、香港和中國的專業廣告創意人認識且進行交流，不僅拓展了我的同儕網絡，更為我目前的工作與創作提供了新觀點。

另一方面，在創意營中有機會啟發這群年輕又極度渴望學習的創意人，也提醒了我絕不能失去「做出優秀作品」與「追求更好」的動力與欲望。

此外，負責本次活動的台灣工作團隊，與微軟數位廣告周到的接待，我真心感動。他們將其他兩位講師和我照顧得無微不至，讓我在此特別感謝各位。我期待下一次能再拜訪台灣！

Overall:

This visit to Taiwan on behalf of Microsoft for the Get the Lions event as well as the associated workshops was a very invaluable one on both professional and personal levels. On a professional level, meeting advertising professionals from Taiwan, Hong Kong and China not only expanded my network of colleagues but also it gave me a new perspective on what I do and the work I create.

Personally, it was inspiring to meet young professionals who are extremely hungry. It reminded me of the importance of never losing the drive and desire to do good work and to get better. In addition, I was genuinely touched by the hospitality of the Taiwanese people and Microsoft. They treated me and other guests extremely kindly and took care of us very well. So thank you for that. I look forward to my next visit to Taiwan again in the future.

優勝作品評論：

這次的擒獅創意營，我們從所有投稿作品中選出了9組晉級隊伍，經過作品簡報，並與這些創意團隊討論之後，我很清楚地發現到，每個作品中都藏著「寶石」，但大部分的隊伍並沒有看見自己的寶石，因此我得以協助他們在自己的作品中發掘並加以琢磨。

Winners:
We selected 9 winners from all the submissions for the young professionals’ workshop. After being presented the work by selected teams and spending time with them, it became clear that each team had a “gem” somewhere in their work. In most cases, they didn’t quite see that gem so I was able to help them find it and polish it.

以下是我最終決定，認為是最好的三組作品（同列入選，排列並未有特定次序）：

Ogilvy One—飛利浦省電燈泡
這個團隊的創意起點是個有趣的故事，不過真正令我眼睛一亮的是他們在執行上的創意。
他們概念的重點是以使用者離開頁面的片刻，比擬離開房間的片刻，來提醒隨手關燈，節省能源。特別是利用MSN搜尋框作為媒體的投放，並在使用者離開頁面時顯示。這是個非常聰明並且出乎意料之外，而且前所未有的媒體運用。
OgilvyOne (Team 1): Philips energy-saving light bulb
This team’s initial idea had an interesting story but it was actually some of the specific executions that I felt were very fresh.
They focused on the moment of leaving a page as a metaphor for leaving a room and turning the light off to save energy. Particularly, the idea was about using a search box on MSN as a media placement and show a message as the user leaves the page. It was a very clever and unexpected use of media that had never been done.

JWT/台北藝術大學研究生混合團隊 Giant x MSN – Biker Care
這個作品令我欣賞的理由有二：其一，團隊的創意概念層次很高；其二，他們做的不是「廣告」。
這是一個名叫Biker Care的計畫，藉由捷安特與MSN的合作，透過社群協助單車客，尤其是行動上較不方便的單車客。創意團隊將MSN本已相當廣的覆蓋率充分運用，推廣這個計畫的認知度。
JWT/Art School (Team 7): Giant x MSN – Biker Care
What I loved about this team’s work was for two reasons: one, they thought big, very big; two, their idea wasn’t advertising.
It was a program called Biker Care for Giant for bikers to help other bikers – particularly handicapped bikers. They then leveraged MSN’s extensive reach to spread awareness of this program.

米蘭數位科技 : DHL什麼都送
這個團隊的任務是擴展原來已經執行中的廣告活動。
雖然廣告本身的原始策略有待商榷，團隊巧妙地將原本的概念擴展到了數位媒體上。
「遞送」資料，是數位媒體的重要本質，這個創意團隊將執行內容聚焦在這個「快遞資料」的概念上，並且利用這個概念傳遞關於DHL的訊息。
Medialand (Team 9): DHL delivers.
This team decided to use an existing advertising campaign and thought of ways to expand it.
While the strategy for the original advertising campaign was questionable, it was the smartness that this team brought on how to expand the campaign conceptually to digital media.
“Delivery” of data is a big part of digital media. The team focused on that notion and used it as a way to deliver the message about DHL.