Future of Advertising

What we have done

Before the mid-crit session we focused on defining the background to our concept and idea in order to get some early feedback on the course we were heading with the project. During the mid-crit session we got a lot of good feedback and comments to think about regarding our concept, especially that the ties between our idea and the concept of storytelling has to be stronger. We really think that we have a good background to the issues that we have to deal with, however, we have to continue working on making our concept clearer and connected to storytelling.

Challenges encountered

The biggest challenge that we have encountered is how to keep the balance in our project between storytelling and advertising, our first concept was mainly based around the future of advertising and not so much how future advertising techniques can support stronger storytelling. This is something that was further discussed and criticized at the feedback session, that we have to further connect our concept to storytelling.

Furthermore, we have encountered some time-management problems where some group members have been stressed out over how much time we should spend on the different parts of the project objectives (writing book chapter, refining the concept, making the presentation, making a design representation etc) as group members spend a lot of time on other mandatory activities outside the course. The solution was to make a very specific time-plan where deadlines of individual tasks of the project were set. The plan has made the individual parts of our project more manageable and we now know what we have to do every week in order to finish in time.

What we will do

During the next week we will continue working and researching our concept and to have a finished and refined concept that are clearly connected to storytelling before our internal Friday deadline.

Changes in the project

We have somewhat changed the course of our concept and idea around the future of Advertising. The main thing with the concept presented at the mid-crit was to make advertising more continuous over time, which is an aspect that we want to continue working on, but rather with the focus on human emotional responses to advertising. The idea is that all humans emotionally respond in different ways towards advertising, however, these emotions are often passing and not further built upon. By analyzing these emotions through future wearable’s, we believe that brand-value storytelling can be continuously conveyed throughout a person's every-day life and in contexts where advertising matter the most. As storytelling is a powerful tool of communicating brand-values, we believe that this concept really has potential, and is something that we will continue to work on during the next week.