Why is this work relevant for Direct?

The idea for ConceptD's very first global campaign, "Creativity Decoded", was obtained through extensive social listening analyses that defined the target audience as extremely passionate doers, creators, and artists, seeking open and carefree platforms for true creativity. We realized only the community can define what ConceptD is. The only way we were able to do that was to step back and place full trust in the concepts and abilities of our collaborators. This allowed the community to truly explore and discuss what it means to create, generating over 378 million impressions, 40 million video views, and 1.5 million ad-clicks.

Background

As a brand that creates products that hone in on precision and heavy performance, the challenge was to stand out among the well-established competitors that have already earned their reputation in the artistic circles. Before entering into the ideation phase of Creativity Decoded, ConceptD understood that the objective must align with the company’s overarching mission statement: “Let Creators be Creators”. This meant that providing creators with an open and carefree platform with no restrictions for creation was imperative to upholding ConceptD’s brand identity. Therefore, the ultimate goal had to be the unity of creative communities around the world, with creativity leading at the forefront. Rather than reaching out to a video production studio to produce an ad for the campaign, we reached out to creatives to try and test these out themselves, with the aim to resonate with our target audience and to make an unforgettable entrance to the market.

Describe the creative idea (30% of vote)

For the brand’s first-ever global campaign, “Creativity Decoded”, ConceptD needed to introduce itself and empower its target audience within the creative fields in an innovative way. To stay true to their mission statement of “Let Creators be Creators”, all control of the campaign was relinquished to the hands of acclaimed artists, studios, architects, and designers around the world. What unraveled was a vast range of spectacular, incredibly detailed creations exploring the realms of 3D, altered reality, and virtual reality. Each partner’s Passion Project had their creative processes broken down on video, illustrating their idea in detail. The official ConceptD website was then transformed into a creative hub with descriptions of each project’s creative processes. This was mirrored on ConceptD social media platforms, and amplified through the creators’ own online communities and through varied ad formats. Each component worked together to reveal the creative process.

Describe the strategy (20% of vote)

To begin, a detailed analysis of ConceptD’s main competitors and their social presence revealed a detailed description of ConceptD’s target audience; they are extremely passionate doers, creators, and artists – anything but generic. However, we began to recognize that as modes of creative expressions develop, these creators have struggled to find machines with the fire-power capable of meeting their imaginations. The need for better performance has led many to repurpose their gaming PCs or settle for general laptops, forcing their complex creations to be out of reach and having many of their grand ideas fall short of their full potential. As a result, ConceptD knew it would be devoted to empowering and inspiring these creatives. We decided to speculate on what would happen when creativity is set free with the right design technologies, and decided to find out in their launch campaign “Creativity Decoded”.

Describe the execution (20% of vote)

To stay true to their mission statement of “Let Creators be Creators”, we relinquished all control of the campaign, and placed it in the hands of acclaimed artists, studios, architects, and designers around the world, such as LAIR, Zach Lieberman, and Ars Thanea. The creators were allowed to express themselves freely on a passion project of their choosing using the new creator devices. What unraveled was a vast range of spectacular, incredibly detailed creations exploring the realms of 3D, altered reality, and virtual reality. Each partner’s Passion Project had their creative processes broken down in detail through a Creativity Decoded video. Additional behind the scenes episodes deep-dived into the minds of the creators. The content was shared across ConceptD social media platforms and through creators' own communities, and repurposed into dynamic ad formats. The official ConceptD website was made into a creative hub with descriptions of each project’s creative processes.

List the results (30% of vote)

The ConceptD “Creativity Decoded” campaign invited a passionate community of creators to discover what really goes on behind the curtain of creativity, which in return generated product awareness and kicking off our social media operations. Main campaign content was presented on a central hub, the official ConceptD website, and amplified across a number of social media channels and into a variety of ad formats – from bite-sized mobile-friendly shorts to dynamic display ads – to grant maximum access for creatives of all types. This allowed them to follow, discuss, and explore what it means to create, which generated over 378 million impressions, over 40 million video views, and 1.5 million ad clicks.