Friday! FRIday!! FRIDAY!!! October 2nd, 2015. Two powerhouse punchers from TAXI visit the Pro Topics Arena and do a conversation with a group 23 recruit able creative newbies:
Starting first in the arena,
And presentation teammate
“A Handful of key individuals drive every piece of business” —Ben Feist
Focusing his energies in development and innovation of digital creative, using newest Technologies, Ben Feist and his digital team have provide high quality products for some of the biggest Canadian companies. He believes that every person at TAXI has the opportunity and duty to provide top notch creative. This why when the question, ‘Will I have creative freedom at TAXI?’ the answer was honestly responded is ‘not all the time’. The industry works with constraints and is considered a good thing. Constraints help drive the creative process and produce very unique creative. But this also can result in what is known as the ‘The Creative Advertising Conundrum’ (Almost sounds like a wrestling move, acronym too. TCAC A tool to beat TAXI’s competitors) Digital creative comes to this situation most of time, but it is TAXI who sees TCAC as a in-house tool, forces creative teams to always take a step further and goes the distance… even knowing it will be rejected.
“no money, you need to be daring “—Ben Feist
That is why going the distance, with a concept, sometimes pays off. Ben explained this further in an example where the TAXI team developed a fictitious scooter called ‘Mini Skini’ by Mini Cooper. The result was that some segments of the audience thought the ‘Mini Skini’ was real and some even tried to order. The campaign was a success, web traffic increased to the Mini Cooper website, calling the company to know how they could place an order and buy. So going the extra mileage can result in success.
But most of the time you can’t win them all. For TIFF 2010, TAXI was commissioned to develop a campaign, centred around film and to introduce a common factor; in this case it was a film reel.
This common factor needed to be fun, unique and full of energy. The examples shown were very impressive and became part of something important and feel international. The campaign simply related to classic films. But presented in a way the reminds the audience why the TIFF festival 10 is something not to miss; to see newly released classic film. Smart idea.
But smart ideas can still be cut back to communicate a totally different message and for TIFF Festival 10 this is what happened, the campaign still worked, but this is an example that even when you go the distance does not guarantee success in implementing. So why even try…wrong attitude. The point is that we need to push our selves even if we feel we know that it will not be accepted.
TAXI has a mantra:
- Keep the pressure on
- Always go beyond the standard
- To later be rejected, mean you can try again
- Sometimes concepts will be accepted
Other notable campaigns mention by Ben are: WVSRT invite campaign http://www.taxi.ca/work/wvrst/wvrst-tbd/, sausage only themed restaurant, required invite materials collateral and digital. Mentioned as being a Cannes Lion winner.
Vancouver Aquarium, Angular Fish campaign, promote Luminescence exhibition, please see the Youtube video, attached a image of an angular fish to a street lamp, mimics an attribute of fish found at the aquarium. This promotion established a link to passers by. Engagement and curiosity generated new interest in the Vancouver Aquarium.
Viagra was one campaign that Ben explored in some detail. He mentioned that pharmaceutical products must be handle in a special way. You can either mention the name of product, minus what it does or you can mention what it does, minus what it is called. A very challenging problem, but TAXI made an interesting approach.
First platform was ‘confiding in your doctor’ a very serious approach to a men’s health issue, newly revealed to pop culture. The second platform was ‘Talk to your Doctor’ more light-hearted; pop culture accepts medical condition. Nice evolution to a campaign that has helped men’s health awareness and received a Golden Lion Cannes award.
Ben mentioned one more client that ventured from other international campaigns that TAXI has done, such as the Bombardier train and aircraft commercials. Allowed both companies to the development of the 2010 Vancouver Winter Olympic relay torch: Canadian made and designed to never blow out.
Ben speciality is digital and it plays an important role at TAXI. Ben showed in interesting diagram that shows that there is a spectrum. And by distinguishing where they fall can determine a candidate’s success and continued digital education. Some agency focus on tech primary in the app development, require a retainer for services and are considered ad agencies but need to grow up. In the middle you have UX Primary, essential stay in one place, internet and .com. For TAXI they are on the right side, Brand Primary and involves pure UX and brand centric and a philosophy ‘learn as you do’.
Ben’s helpful tips:
- Review your gameplay
- Learn to talk about your work
- Presenting what you are best at
- Go outside yourself
- Contextual thinking
- Client Situational awareness
Now Pro Topic Fans David has been tagged to inter the Pro topic Arena.
David is a Group Manager for recruitment, has worked in Montreal, New York. Is a post Sheridan graduate. When David began working for TAXI he found to be an interesting and meaningful place.
When David looks for candidates he looks for the best of the best.
Here are some tips he mentioned to become one of the best:
- Have confidence, being happy is productive
- Emotion should be in the work not the work place
- Charisma is nice, talking to people is important
- Client charge, working with clients is key to success
- Explain your worth
- TAXI is part of a healthy culture
- Work together make it a meaningful
- Be expected to work around the clock 50-60 hours
- Show your best ingredients
- Communicate your talents
- Have an outside life
For portfolios having both analog and digital presentation is important, but more importantly it is want story it tells about you.
- Passion first
- Best you can do
- Show 3 amazing pieces
- Stamina and enthusiasm
- Mentorship is important
- Stunts should be avoided, unless they are brilliant
- Network first
David concluded his talk by saying that the industry is in a transitional period.
That work is available and that work for TAXI is a possibility, especially students from Sheridan Web Design program.
Attention all potential creatives, these two highly professionals look for ‘the best of the best’. If you have what it takes, take their advice and work like you never have worked before.
TAXI has provided some of the most daring and memorable campaigns for some of the most well known corporation in Canada and from around the world. So visit the TAXI web site when you get a chance.