At the head of a jury of professionals for the 3th edition of the Future Prize organized by Cityz Media and the creative house, Constance Godard, senior copywriter at Buzzman, explains for CB News her approach to DOOH and the need to devote creativity to it… and time.
CB News: In the press release announcing this competition, you say “this Future Prize is an opportunity to compensate for the lack of creativity which still slows down this powerful media and to show that it can be a vector of audacity and originality …”. Is this something you notice on a day-to-day basis?
Constance Godard : Yes, it's true that it's not a medium that arouses a lot of interest from creative people. It's a shame because, looking a little more closely, I tell myself that there are still some very nice things to do. This creates a vast playground for us creatives. It's interesting, so I think it's good to start exploiting the format a little more seriously. But for now it's lacking a bit of everything. Of artistic direction, beauty, accuracy, purpose, hook. It's too much.
CB News: Is this competition like a little boost for creatives?
Constance Godard : Effectively. We creatives are all about competition. If a competition is launched, and a jury rewards beautiful things made in DOOH, we will only want one thing: to do better. This reminder was missing for the proper development of this media.
CB News: What is good DOOH creation?
Constance Godard : It's the same as good creation anywhere, actually. It's something that we stop at, where we say to ourselves “that's good, I would have liked to do that”.
CB News: In 10 seconds, it’s short…
Constance Godard : It's not much, of course. But there are 10 seconds of television that are very good, even if it's harder. I tend to think that it's not so much the time in terms of support that's lacking, but the time we have to work on this DOOH format. This most often happens at the end of the chain. When we work on a big campaign, we are on the film, the display… Then we wonder what we are going to do for DOOH. And ultimately, what we end up doing is taking a piece of the film and putting it into the format. It's a shame because it deserves more thought than that.
CB News: how can we change things, then?
Constance Godard : This is a requirement that we must have internally. As I said above, we also need emulation between agencies to create even more desire. And do better. But it also has to come from customers who understand the issue.
CB News: To achieve what, ultimately?
Constance Godard : the opposite of what you explained at the start of this exchange. If my prism is often humor, DOOH must be fair, relevant, intelligent and beautiful.
CB News: You are optimistic…
Constance Godard : I've been doing this job for a while and I still very often say to myself when faced with a creation: “it's good, but I've already seen that a thousand times”. With DOOH, we won't be able to say that, have that excuse, because nothing has been done. So I think we have to go there.
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