Let’s push things forward April 2, 2009Posted by David Gillespie in advertising, technology.
While thinking about Balloonacy the other day, I watched a TED talk from Scott McLoud who has authored several books on comics. Scott, whose approach to comics is equal parts advocate, raging super-fan and passionate academic gives a great overview of where the medium has been, intertwined with his own personal history.
In discussing the move of comics from print to online, he refers to it as “a classic McLuhan-esque mistake of appropriating the shape of the previous technology as the content of the new technology” (about 11 minutes in).
Marshall McLuhan who he is referring to, is famous for saying “the medium is the message“, the idea being whatever you’re saying is impacted and altered by the medium it is delivered in. As a tangible example, this piece in the Op-Ed section of the New York Times carries more weight than it being on my blog, even though the content could be exactly the same…but I digress.
In the move online we found the tangible points to make sense. Email was DM, banners were billboards, video initially wasn’t even possible. While email hasn’t moved that far, banners (thanks to Banner Blog) are staring to find their own uniquely digital place as more and more people question what we can actually do in this space. It is of course too easy not to ask the question and just get the work out, but that isn’t going to push things forward, or ultimately retain your clients.
With all this in mind, I’m trying to pull together a list of campaigns or ideas that could only have been digital. Balloonacy, Nike +, what else? It sounds like something interesting is in the works for Killzone 2, the possibilities of this medium are only limited by our ability to conceive them. To think there are still people who only want to make TV spots – they can have them!