Change the paradigm, change the world

Sir Ken Robinson, world-renowned education and creativity expert, on how old education paradigms are still shaping the world we're living in today and how this generates chaos.

Social Media people, look what's on TV

The people at ABC Copywriting blogged about the recent @ShippamsPaste social media case, a company who was delivering tweets 'in an engagingly naïve tone with adventurous spelling and punctuation'. It is a very interesting analysis, worth reading. The piece of thinking that struck me the most was this one:

'The social content that people genuinely respond to is much closer in spirit to a traditional interruptive TV campaign than it is to ‘engagement’ – however that hazy term is defined.'

I think it depends on the case, but it could be true. Creative and disruptive TV commercials work and have been doing so for decades. They have been developing a communication style that proved successful, regardless the lack of interactivity of the medium. Today, the same creative logic still applies to any type of communication platform -TV or online-; the message that manages to get people's attention, wins.