Carving out the Maker in all of us.

Very excited to release new work for the wonderfully positive company, Inventables.

We had the great opportunity to visit with some of Chicago's finest and most inspiring teachers who get their kids into the makers lab and help them create.  Making stuff is what we do.  And we're very proud to share it with the world.  Re-proud, in fact.

Stick out your tongue and say "Silver"

 
 

Jetpack is thrilled to have worked side by side with Dovetail to write and direct the TV portion of the highly successful SLUCare "Informed Medicine" campaign. While we're known more for our humorous takes, this work brings to life some touching moments and very real emotions.

In less than 13 months, this campaign is really connecting with consumers and now has picked up a prestigious Silver in the 2016 Healthcare Advertising Awards.

Over 3700 entries vied for recognition, which makes being one of the few to be honored very special. And when you consider that SLUCare competed in the crowded Total Advertising Campaign with TV category, winning some hardware is deeply satisfying.

Teeoff.com work nabs Silver & Bronze Chicago Addy's

Al Wyatt, Jess Weber, Cannon Kinnard and Darryl Miller represent!

Al Wyatt, Jess Weber, Cannon Kinnard and Darryl Miller represent!

Best way to create awesome work? Surround yourself with amazing talent. Which makes this photo so fitting. Just a handful of the smart, creative, and hard-working filmmakers who prove out the script-to-ship Jetpack model. Being recognized by industry peers for creating some of Chicago's better work doesn't suck either! 

Better still, the work really worked for Teeoff.com by PGA Tour. Our client's business is up by 40%. That's fantastic news for the brand and just importantly, for the people who had faith in this approach from the beginning. Awesome people like our friend and client Laura Dihel, Chief Marketing Officer.  

Results and awards? Can't beat that with a mashie niblick

Sharing the spotlight: Our great friends at Bridges Media/11 Dollar Bill Cannon Kinnard (Executive Producer), Kevin Schroeder (Producer), Jess Weber (Editor), Clark Jackson (Colorists, EFX), and Darryl Miller (DoP), plus the fine folks at PR Casting!

Emirates: #HelloJetman

Emirates: #HelloJetman

Armed with unguarded ambition and the vision to push boundaries beyond the unthinkable, Jetman Dubai and Emirates A380 take to the skies of Dubai for an exceptional formation flight.

 

LGBT ADVERTISING LESSONS FROM THE PAST, PRESENT, AND FUTURE

LGBT ADVERTISING LESSONS FROM THE PAST, PRESENT, AND FUTURE

Industry leaders talk about advertising and the LGBT audience, how brands should be engaging the community in the coming years, and more.

 

One thing that can consistently spark an outbreak of flop sweats among most marketers is the ongoing challenge of keeping up with the pace of culture. Chasing the ever mobile, multi-device consumer across new technologies, platforms and behavior. What does modern parenthood look like? How's our Periscope strategy coming along? Is everything we think about Gen Z wrong? (Probably.)

But culture obviously spans much more than just technology and age demographics, it also includes changes in social norms. A recent Pew studyfound that since 2001, American public opinion towards gay marriage has essentially flipped, with 55% approval, compared with 57% opposition 14 years ago. This shift is evident in how brands are more openly embracing and approaching the LGBT community. According to a 2014 Google Consumer Survey, more than 45% of consumers under 34 years old said they're more likely to do repeat business with an LGBT-friendly company, and 47% of consumers under 24 are more likely to support a brand after seeing an equality-themed ad. And if polled survey results aren't your bag, seeing LGBT buying power in the U.S. last year estimated at $884 millionmight get your attention.

Over the last few years, we've seen an expanding list of brands creating smart, creative and inclusive marketing campaigns. From Burger King'sProud Whopper and Honey Maid's wholesome family, to a New Zealand bank's GAYTM and an Airbnb short film on traveling and tolerance.

To mark October's LGBT History Month and National Coming Out Day on October 11, I asked a collection of leading names in brand creativity about their favorite LGBT-friendly ads from over the years, the changes in advertising attitudes towards the LGBT audience, how they see brands’ approach to engaging the community in the coming years, and more.

Gerry Graf, Founder and Chief Creative Officer, Barton F. Graf 9000: Ikea did a spot in 1994 featuring a gay couple buying furniture for their apartment. Last year, Honey Maid graham crackers featured a gay couple and their baby. Both ideas work on the premise that there is something special and brave about a company featuring a gay couple. You would have hoped that showing a gay couple wouldn’t have been a big deal today. Apparently attitudes haven’t changed much in 20 years.

Val DiFebo, CEO, Deutsch NY: With the development of social media and real-time, far-reaching conversations taking place, we’ve seen a major shift over the past few years in attitudes and overall acceptance and inclusion of the LGBT community. It’s a fascinating development that is gaining momentum quickly. Brands are beginning to react to this shift in consumer behavior and are becoming more forward thinking, embracing yet another segment of society. There has also been more awareness generated surrounding LGBT-based advertising, becoming more mainstream and "acceptable" within society. Five to ten years ago, this topic was considered taboo and one that brands often shied away from talking about.

Tim Maleeny, Chief Strategy Officer, Havas Worldwide: Over the past five to 10 years there’s been a dramatic shift in positive feeling towards the LGBT community. You can see that growing awareness and acceptance reflected in film, television, and popular culture in general. A decade ago in the U.S. only a minority of Americans were supportive of same sex marriages, but now it’s nearly two-thirds of the general population. That’s a big shift in a short period of time, and it’s opened up a lot of opportunities for brands to be more inclusive.

Anselmo Ramos, Co-Founder and CCO of DAVID Miami: I think brands have become more open about publicly supporting the LBGT community. In the past, brands wouldn't touch the theme, or would do it in a subtle or metaphorical way. There are no metaphors anymore.

Christopher Warmanen, Creative Director at Leo Burnett: It’s more than liquor and travel brands that are targeting the LGBT community. Now it’s consumer packaged goods, greeting cards, fast food and insurance. Also, advertising targeting the LGBT community—especially on TV—used to be more subtle. You weren’t 100% sure if they were targeting the audience or if it was just a happy accident that it resonated. Sometimes, it was a little cue like someone wearing a rainbow pin or bracelet that said it was talking to the community on purpose. But this was still a form of hiding and keeping LGBT advertising in the closet.

One place LGBT-targeted advertising has changed the least is representations of the "T" in "LGBT": transgender. But because that’s a hot topic right now in the media, I hope that’ll change and we’ll see more transgender people, too, like we saw in the Hallmark video created by Leo Burnett Chicago earlier this year.

Gina Grillo, President and CEO, The Advertising Club of New York:Advertising to the LGBT community didn't even exist five to 10 years ago. Today, as marriage equality is becoming a right for all people in our country and as Caitlyn Jenner shines the light on her journey, we are, as a people, more open to talking about what makes us unique. With this has come more openness in the advertising industry to engage and speak to groups that were not recognized before.

Chris Neff, Executive Producer, Digital at Tool of North America: I think the biggest change in LGBT marketing is the movement away from "careful" language. The range of products/services being advertised has grown and marketers are being more overt in their targeting. Furthermore, brands are taking a stance on social issues by backing the LGBT community which would have once been deemed too radical for a lot of major advertisers.

These 27 Young Influentials Are Shaking Up Media, Marketing, Tech and Entertainme

These 27 Young Influentials Are Shaking Up Media, Marketing, Tech and Entertainme

ADWEEK introduces the 2015 class of Young Influentials, 27 individuals from media, marketing, tech and entertainment who are remaking business and culture. From Jessica Alba—the actress-turned-entrepreneur whose Honest Co. has become a billion-dollar retail force—to Mindy Kaling, Gigi Hadid and the brains, muscle and talent behind the likes of Periscope, Girls Who Code and Mr. Robot, these young people are all accomplished beyond their years. They also enjoy outsized influence in the industry and beyond.

  • PopSugar is Adweek's editorial partner on Young Influentials. Lisa Sugar, co-founder and editor in chief of PopSugar, served as selection committee chair alongside Adweek’s editors. Now, check out this powerhouse group and learn what makes them so influential.

  • Plenty of Hollywood stars have created their own lifestyle brands—Gwyneth Paltrow, Blake Lively and Reese Witherspoon, to name just a few. But none has scored quite the success that Jessica Alba has with her eco-friendly venture, The Honest Company.

    Valued at more than $1 billion, Alba and co-founder Christopher Gavigan built a business focused on transparency, providing products made with natural ingredients to give parents peace of mind, something Alba, 34, herself needed after she'd become pregnant with her first child. Curious about the ingredients in the products she'd keep in her home, Alba found "there weren't the options in the marketplace that I could trust to be as responsible for my loved ones as I was," she tells Adweek. "The brand that I needed just didn't exist, so I had to create it."

    While Alba's celebrity certainly helps, it is her mission to create a truly transparent company that helped boost The Honest Co.'s brand profile so quickly. It is also what made its first brush with bad publicity sting this summer after some consumers alleged that the brand's sunscreen was ineffective. That blip did not appear to have detracted from the brand's ascension. "It's assumed that celebrities only endorse products, but I'm here for the long haul to build a brand and grow a business," says Alba. "I'm fortunate to have a platform to amplify my message, and I communicate directly with our consumers. In many ways, our brand has been built organically by engaging our consumers directly. Communication in today's marketplace is a two-way street."

    That communication is helping the company grow even more. Last month, it launched Honest Beauty, a cosmetics line that uses natural ingredients. Says Alba: "I know how important it is to listen [to our consumers] because the vision for this company came from my experiences." —Kristina Monllos

Collaboration is easy, ideas are the hard part

Collaboration is easy, ideas are the hard part

At a time when the advertising industry is obsessed with collaborating, Gerry Graf reminds us how groupthink can lead to mediocrity.

Barton F Graf was built to collaborate. When we started, we were five people. How could we convince a national or global client that they should work with us?

There were plenty of agencies with more people and offices. And there were plenty of agencies with more experience in film and digital production. What value would we be adding? The one thing we were very sure about was our ability to come up with ideas.

Our shop was specifically set up as an ideas factory. The people here had the track record to prove it. We had the awards show metal. We had the case studies with 30% increase in sales.

So our proposition to prospective clients has always been this: We will come up with the idea and, after that, we are happy to share it and work with anyone you want.

Before we start thinking about the idea, we collaborate with media companies,research groups and consultants. We travel to factories and call centers. And all of this helps us create something new. Once we come up with the idea, we collaborate with other global agencies, PR companies and in-house creative departments. By doing this, our ideas get better, they become global and they evolve into different forms of media.

However, if we attempted to come up with ideas by getting everyone together around a table — or, worse, in a videoconference — we would make vanilla.

There are many people who will help you reach an idea. There are many people who can make the idea better. But there are very few people who can come up with the idea itself. Anyone can come up with an idea. Very few can come up with the idea. There is a quote I like from the playwright Henrik Ibsen: "The majority is always wrong, the minority is rarely right."

Group thought leads to mediocrity. Breakthrough ideas take a small group. And although this group know they will fail 99% of the time, they also know how to find greatness.

That does not mean you do it on your own. I don’t believe you can create in a vacuum. I can’t come up with a great idea on my own; I have always needed a partner. And, for the first eight years of my career, I also needed a creative director. The filmmakers and authors I admire work this way: Wes Anderson writes his scripts with Owen Wilson and Noah Baumbach; David Foster Wallace had his editor, Michael Pietsch; even Pixar has its famous Brain Trust. Collaboration is incredibly important. You need to throw ideas around. They do not just pop up fully formed like Athena out of Zeus’ head, to quote Michael St Hubbins.

You need to collaborate. You need to collaborate with the right people. You need to collaborate with creative people. There are creative people and non-creative people. Some creative people can be found in the creative department of agencies, but they exist everywhere. You know them when you sit down to speak with them: they have an original take on the world. When you have a conversation with them, you can start talking about the weather and, before you know it, you are talking about Jeff Goldblum’s choice of chaps in "The Adventures Of Buckaroo Banzai Across The 8th Dimension!"

Creative people can take facts and logical thoughts and combine them in a way that is new and original. They know how to generate ideas on cue. They also understand that most of their ideas suck but they will eventually lead to the great idea. More importantly, they know how to recognize a great idea. They can feel the squishy fertile ground in their minds that tells them they are in the right place. They trust their gut. Cliches make them puke.

Creative people can also see the idea in completion even when it is just a scribble in a notebook. They know when they have something great. They can see the final product. It gets them excited. It makes them run out of the room and grab the first person they see to tell them the idea.

See, great ideas are crafted. They come from a very small team of people who push and push and push. They take a thought, rip it apart, start all over, generate more ideas, go away on their own, come back and stay through the night because they know if they just hang in there, they might be able to get it to great. They are fearful and self-conscious that they will never strike creative gold again, but they don’t stop. They push because they can smell when they are circling greatness.

Creative people accept rejection and failure as part of the process. There’s something I call "the 400 nos." When you’re working on your own, about one in 10 ideas is good, and the rest are terrible. So when you start working with a partner, you start pitching the ideas you think are good enough to say aloud. Your partner — if they are good — will kill about nine of those 10 ideas. After doing this for a week or two, you come up with enough ideas to take to the creative director, who will then kill at least half of your work and send you back to do more. So you have to start all over again.

When you finally have your ideas passed by your creative director, the client will then kill all except one idea — that is, unless they don’t like anything and you have to start the whole process all over again. So, by the time you get something made, you have been told at least 400 times that your ideas — the things you are paid to think up, the things that you personally thought were good — in fact stink.

As a creative person, you need thick skin. You need to embrace failure, and not many people can do that. Very few people can make it through this process. And even fewer welcome and live for this process. So to those few people out in the world, I say, let’s collaborate.

Gerry Graf is the founder and chief creative officer at Barton F Graf.