New Stuff and Inspiration
Generation Z, we now dub you Generation Wild.
Kids today spend less time outdoors than any other generation.
In fact, they only spend an average of 4-7 minutes a day outside in unstructured play. While that does mean they’re doing a great job of keeping off our lawns, it’s not so great for their health and happiness. Our friends at Great Outdoors Colorado, an organization that builds parks and trails around the state, were brave enough to take on this tremendous challenge, and they called on us to help. They challenged us to do something that had never been done before: create a campaign that would inspire kids to want to trade their phones and tablets for rocks and stinkbugs.
So we devised a plan to change this generation of kids, to turn them from Generation Z, a generation known for being helplessly addicted to their devices, into Generation Wild, a generation known for loving nature and enjoying the outdoors.
In order to do this, we had to first get inside the heads of the people who run these kids’ lives: their moms. We conducted ethnographic research with moms from all different ethnicities, backgrounds, and income levels around the state. What we found was that moms connected their own memories and experiences to the outdoors and already understood all the benefits that being outside had for their kids. The issue was finding the time and energy to organize and encourage their kids to play outside. Their lives were already packed full of responsibilities and commitments. Practices. School events. Countless other activities. What they needed was some inspiration and a little bit of help reprioritizing outdoor playtime.
Our idea was to make life easy on moms and remind them that getting your kids to enjoy nature doesn’t require a trip to the mountains; it’s right outside your door. Plus, to get kids interested, we would show off just how fun the outdoors can be. We launched Generation Wild with an enticing bucket list of things to do outside called 100 Things to Do Before You’re 12. Because while there are millions of amazing things to do outside, there are 100 things that you’ve absolutely gotta try when you’re a kid. It was the perfect way to give kids a taste of how fun the outdoors can be and inspire a lifelong love of nature in them.
To introduce Generation Wild and 100 Things to Do Before You’re 12, we created an integrated statewide campaign. Since moms spend a lot of time in front of screens, we knew we would need a strong digital campaign to get our message out. We used a highly-targeted, cross-platform approach. We leveraged video, display, and social media on desktop and mobile to hit moms wherever they may be online and coupled that with data analysis and optimization to ensure we were reaching moms who are the most receptive to our messaging. By combining a strong digital effort with our billboards and bus shelters, we were able to drive higher awareness and improved recall.
With the help of artists from Belgium, Israel, Toronto, NYC, and right here in Colorado, we created seven 15-second TV spots. The first spot introduced Generation Wild and the other spots each highlighted a different task from the list.
We also put up billboards and interactive bus shelter installations that helped kids tick things off the list.
And of course, we hit parents where they are most, social media.
As it turned out, GOCO wasn’t the only organization that loved Generation Wild. We helped recruit more than 50 others to join the cause, including the U.S. Forest Service, The Nature Conservancy, REI, Cabela’s and Girl Scouts of Colorado.
After only a few days of launch, word is spreading. The campaign was has been featured on television news channels, Colorado Public Radio, the Denver Post, and more.
And moms are doing just what we thought they’d do, spreading the message among friends and family with hashtag, #100ThingsToDo. And we’ve had over 20,000 visits to the website in the first few weeks.
Your move, Minecraft.
What brands should know: Standing out in social and attention spans
Some commonly held beliefs about audience attention spans and social media optimization might be hindering your digital marketing effectiveness.
These were among the learnings from Brandwatch’s Now You Know 2017 Conference. Brandwatch is a UK-based social media intelligence company that has helped to pioneer the space of social listening. One of the discussions we found most interesting was from Matt Locke’s presentation, a former BBC and Channel 4 editor and Head of Multiplatform, now at Storythings Ltd.
Matt’s talk focused on how technology and audiences have helped to change and shape culture. And from that discussion, there were some important points for brands, marketers and creative agencies to consider.
As creative agencies get better at optimizing content for algorithms, one of the unintended consequences is that content begins to look increasingly similar because more marketers are shaping it in similar ways. This means it’s tougher for brands to stand out and be more distinctive.
To give you an example, think about some of the best practices for social: the need for them to be understandable without sound, to use copy supers. Scroll down your feed and you can see it yourself. The adherence to gaming the algorithm has flatted how we tell stories. What does that mean for marketers? To stand out in this environment, we have to find ways of making content seem distinctive and stand out. Merely adhering to best practices puts us in a position where we blend in with the rest of the content around us.
The other misconception we should reconsider is attention spans of our audiences. The tendency for marketers is to believe that shorter is better. That attention spans have shrank to the point where people will only spend a few precious seconds listening. That no one will ever pay attention to longer form messages.
The truth is, attention hasn’t completed eroded. Rather, attention patterns have become more complex. In decades prior, all stories were told in 30-minute to 2-hour increments. Think TV programming, movies and magazines. Now there’s opportunity for content on both ends of the spectrum – content that holds our attention for seconds (tweets, Facebook videos, Snapchats) and content that people can consume for hours at a time (console gaming, Netflix/on-demand binge watching, podcasts). It just has to be worth paying attention to.
With the big expansion in attention patterns comes big opportunity if you focus on three things:
- Understanding what your audience truly cares about
- Making content that’s compelling enough that they find it interesting
- Selecting the right platforms to deliver that story and tailoring that content to the platform
Ned Breslin’s story: becoming a social entrepreneur
At Sukle, we are grateful to have the opportunity to work with visionary clients — people who know that to make change in the world, you’re going to come across a few roadblocks. One such client is Ned Breslin, CEO of Water For People. Ned attributes his success as a social entrepreneur to lessons he learned in the mosh pit. Listen to the entire story of his path from punk rocker to social entrepreneur in the first installment of his podcast series called “The Social Disruptors.” Ned’s approach to storytelling is unexpected, and very real. Have a listen for yourself.
Ned Breslin received the Skoll Award for Social Entrepreneurship in 2011. Water For People and Breslin were honored for their work in creating sustainable, locally-maintained water and sanitation solutions in developing countries.
Congrats to our friends at Noodles & Company
Recently they went public and their stock price promptly doubled.
Our relationship with Noodles & Company started in 1998, when Aaron Kennedy, the founder, hired Sukle to create an engaging brand for his concept. The restaurant chain had just two locations and we were a young agency, hungry to make our mark. We didn’t care that the budgets were small. In fact, their very first noodle doodle ads were created by scanning dried pasta on our flatbed scanner. Over the course of the next 10 years, they grew and we grew with them. Noodles grew from two restaurants to over 200. The budgets got larger and the work better.
Many of our philosophies about marketing, media and brand momentum were developed from working with Aaron and his talented team. It was a great ride. We’ll always be fans of Noodles & Company and wish them continued success.
Mike Sukle Interview on Osocio.org
In the early days, when we first started working for social good, with NSCD, the Arc and RAAP, we considered Osocio the authoritative voice on social marketing. We still do, many years later. Osocio is an online hub where thinkers from around the globe write about public health efforts and non-profit campaigns. Marc Van Gurp, the founder, has written about Sukle’s Denver Water campaign every year, except one, since the campaign’s inception in 2006. Today, they post an 8-year retrospective of the Denver Water campaign, along with an interview with Mike Sukle, Creative Director and President of Sukle Advertising.
“We’ve always been more interested in the challenge of a problem or the potential of something than the budget or type of industry a client may be in. And we’ve always felt that advertising could be used for good.” —Mike Sukle
Read the whole interview here.
We are proud to have Osocio’s ongoing support, and to be included along side the best communicators in the field.
Sick Time Lapse Vid
This time lapse video is among the awesomest in its genre.
“I love to stargaze. Watching the milky-way float across the sky is one of the most therapeutic experiences I have ever felt. If you haven’t experienced it, then I strongly recommend taking the time to do so.” Michael Shainblum, Director.
Directed: Michael Shainblum
Filmed & Edited: Michael Shainblum
Motion Control: Dynamic Perception
Motion Control: Emotimo
(THIS VIDEO WAS MADE AS A TRIBUTE TO THE MUSIC)
Music: Daft Punk
Track: Daft Punk – The Game Has Changed
Here’s a really cool illustration of a bull by Austin graphic designer Erick Montes. This guy has a superb book if you’re looking for some sweet, sweet eye candy. I posted this particular image, though, because this is how we’re steaming into summer over here – like a charging bull. We’ve been absolutely cranking full speed for the last 10-12 months and we’ve officially started renovating our space, which makes us quite excited (aside from the drywall dust in our socks when we get home at night). And, the best part is we’d like to cordially welcome our newest Sukleites, Dana Cohen and Sara Nelson, who will be big additions to the team going forward. Add a dash of summer fun in the mix and you’ve got what we like to call the Sukle-zone.
The Silent History
The Silent History is what you get when literary guys get to rule the technological world we now live in. This is the brainchild of three writers (Eli Horowitz, Matt Derby and Kevin Moffat) and one developer (Russell Quinn). They set in motion an epic fictional drama that feels like a documentary about a generation of children who lose the ability to understand language.
“Once you start thinking about it, the project is full of semi-comprehensible little resonances like that. I mean, it’s a lengthy book about the failures of language. It’s an oral history about people who can’t talk. It’s a digital book that is dependent upon engagement with the physical world.” Eli Horowitz in Contents Magazine.
Hey photographers, we want your not-so-stock stock photos
Imagine a book full of images of sound. With every page, each image conjures up a specific sound in your imagination. Popcorn popping, a pinball machine on full tilt, birds beating their wings, a baby cooing. These are sounds we all know, because we have heard them all our lives. Now imagine giving this book to someone who has lost their hearing and just needs a little convincing to go see a doctor and learn how to get their hearing back. Cool, right? The crazy part is that our client can actually help them hear these things again. It’s called science and it’s complicated and stuff so don’t worry about that part.
We need images of sound and that’s where you come in.
If you want in on this, dig deep into your archives, and send us your best shots of images of sound. Sounds that are so appealing they will make a deaf person want to hear again. We want you to interpret that thought in your own way.
STYLE MATTERS A LOT
The photography style is very important. Here’s what we are looking for:
• poetic, romantic, beautiful, dreamy
• grungy, raw, real
• personal, unique, candid, not posed
• more fine art than commercial
• editorial style could also work
• studio photography is a possibility if the subject matter is specifically about sound
If you would like to see a sample of the kind of photos we’re looking for, send an email to firstname.lastname@example.org. You will receive a pdf of sample images that fit our subject matter and style criteria.
HOW TO SUBMIT: Email low res jpegs (under 2Mb) to email@example.com
DEADLINE: Please submit as soon as possible, but no later than May 10.
If we choose your image(s), we’ll contact you via email to discuss compensation.
Thank you in advance for helping us make this book a worthy tribute to the world of hearing.
The Power of Art to Heal
As design professionals, we hold powerful tools in our hands. And although artists may not realize it, they also have tremendous power. I have been talking to photographers lately about how to use their art form to inspire people who can’t hear to consider getting treatment. So when I saw this photo series, I was encouraged about the power of art to heal.
From Taxi: “In his series entitled ‘The Little Prince’, Slovenia photographerMatej Peljhan captures a 12-year-old boy named Luka—who suffers from muscular dystrophy—‘doing things’ he can’t do because of the disorder.”