Today is the 5th anniversary of #BTTFDAY [Oct 21st 2015]; a celebration of the day Marty McFly and @DocBrownLloyd travelled into the future in 1989's #BackToTheFuture II
Here's a reflection of the joy in finding, writing and executing your own creative briefs...
- A Thread 👇-
Here's a reflection of the joy in finding, writing and executing your own creative briefs...
- A Thread 👇-
1. Stay curious
When I was Creative Lead for @Skype at turn of Jan 2015, I noticed a sudden explosion of articles asking the same question – "This is the year they went into the future in #BTTF2, what did they get wrong/right about life in 2015?"
When I was Creative Lead for @Skype at turn of Jan 2015, I noticed a sudden explosion of articles asking the same question – "This is the year they went into the future in #BTTF2, what did they get wrong/right about life in 2015?"
2. Spot the opportunity
Self-lacing trainers ❌
Robots walking dogs ❌
Hoverboards ❌
Rehydrated pizza ❌
Video calls ✅
Skype was being organically linked to this emerging cultural moment (feat. @flea333 from the Chili Peppers) with a bonafide ‘reason to exist’ within it
Self-lacing trainers ❌
Robots walking dogs ❌
Hoverboards ❌
Rehydrated pizza ❌
Video calls ✅
Skype was being organically linked to this emerging cultural moment (feat. @flea333 from the Chili Peppers) with a bonafide ‘reason to exist’ within it
3. Gather the evidence
Here's what @LouiseB_NY @howellsrichard @catherineshoard @EdwardCRoberts @scurtsy @zzzzaaaacccchhh @ajastyles
@andyschwander had to say at the time. Thanks for the inspiration!
@Guardian did the best round up > bit.ly/31ql1dW
Here's what @LouiseB_NY @howellsrichard @catherineshoard @EdwardCRoberts @scurtsy @zzzzaaaacccchhh @ajastyles
@andyschwander had to say at the time. Thanks for the inspiration!
@Guardian did the best round up > bit.ly/31ql1dW
4. Build your case with FOMO
You can see a cultural moment unfolding when other brands manoeuvre in to position, which helps reduce perceived risk for your brand to get involved. You can also create some internal panic that you'll miss out if you don't move fast ;)
You can see a cultural moment unfolding when other brands manoeuvre in to position, which helps reduce perceived risk for your brand to get involved. You can also create some internal panic that you'll miss out if you don't move fast ;)
Lexus announced a hoverboard >
https://twitter.com/Lexus/status/630045763888742400?s=20
Nike finally released the self-lacing sneaker >
https://twitter.com/MichaelJFoxOrg/status/656929718084739072?s=20
Pepsi recreated their bottle from the movie (via @frankpallotta) >
https://twitter.com/CNNBusiness/status/651087342552379392?s=20
5. Own the moment, but add value
Nike raised money with their sneakers for the @MichaelJFoxOrg foundation. But other brands were just making noise. In this kind of space, Skype was about connecting people and bringing them closer to the things they love.
Nike raised money with their sneakers for the @MichaelJFoxOrg foundation. But other brands were just making noise. In this kind of space, Skype was about connecting people and bringing them closer to the things they love.
6. Find the right way in
I dug deeper to see what was happening to celebrate #BTTFDAY and stumbled across @WereGoingBTTF, a frenzied Back to the Future superfan community. They were planning a series of ace events across California. So I asked Ken @kapalowski how we could help.
I dug deeper to see what was happening to celebrate #BTTFDAY and stumbled across @WereGoingBTTF, a frenzied Back to the Future superfan community. They were planning a series of ace events across California. So I asked Ken @kapalowski how we could help.
7. Join the dots
Ken was organising an open-air screening of BTTF at the scene of the Twine Pines Mall parking lot. Together with the efforts and backing of @paulfabretti @Megster33 @aj2097 @georgemaccallum we conspired to bring a special caller to their big screen experience...
Ken was organising an open-air screening of BTTF at the scene of the Twine Pines Mall parking lot. Together with the efforts and backing of @paulfabretti @Megster33 @aj2097 @georgemaccallum we conspired to bring a special caller to their big screen experience...
8. Pitch your culture-hacking masterplan
After a wild goose chase we managed to line up the formidable @DocBrownLloyd to dial in to surprise the BTTF superman community
After a wild goose chase we managed to line up the formidable @DocBrownLloyd to dial in to surprise the BTTF superman community
9. Authentically sync with product
We also brought fans closer through our product in the right way, engaging the BTTF community through exclusive @Skype group chats, where they uploaded questions to the Doc for him to answer
We also brought fans closer through our product in the right way, engaging the BTTF community through exclusive @Skype group chats, where they uploaded questions to the Doc for him to answer
And here's some BTS easter eggs… Christopher Lloyd was opening a film festival in Washington DC earlier that evening, so we infiltrated it on a quest for b-roll. Thanks to @WWFilmFest for the access!
Then we had to dash back to the Georgetown hotel room we hired next to Mr Lloyd’s actual hotel room to set up. A BTTF fan kindly donated his box of plutonium as a prop. See if you can spot it in the main film.
We wrote a monologue for Mr Lloyd to record, and use as VO in our content. He took one look at it and said “This is a mix of me and the Doc?” - We thought he was going to refuse. He paused and said "Sure! I can do this”. It took one take.
In homage of the video call scene in the movie we set a camera up in the wardrobe to capture a similar over the shoulder shot
We ran over and into the night, but @DocBrownLloyd was chilled throughout and indulged our annoying curiosity in the hotel bar after we wrapped. I remember @georgemaccallum asking him if he’d ever written anything for screen. He quipped “Nope. Just gimme a goddamn character.”
1.21 gigawatts of brand love. Happy #BTTF35 and remember – your future is unwritten #greatscott
Tagging a few great folks I follow who might be interested in this thread:
@zoescaman @mkobach @AishaAnnHakim @juiceboxCA @zackolantern @UKTrevor @holly @whatleydude @faris @alexhesz @amlewis4 @mosseri @mildenhall @KermodeMovie
🎬
@zoescaman @mkobach @AishaAnnHakim @juiceboxCA @zackolantern @UKTrevor @holly @whatleydude @faris @alexhesz @amlewis4 @mosseri @mildenhall @KermodeMovie
🎬
• • •
Missing some Tweet in this thread? You can try to
force a refresh
