Guerilla in the room – Click07 Conference

After attending the Click07 conference last week, I was left wondering where the creativity in digital had gone. We saw some great digital and integrated campaigns, but we’d seen them before, because they have been around a while, quite a while in some cases.

At one point (well two points actually) the Cadbury’s gorilla ad was wheeled out as a great example of creativity, which it is, but I truly don’t believe that something created for TV then put on youTube can really be justified as a great example of a digital campaign.

The conference showed us all some technologies and ideas that perhaps some of the audience were not aware of, but what was missing here was examples of the creative application of those technologies.  At one point I thought a presenter was going to ask me to sign up for a ’special conference deal’ to put my next campaign into a XBOX game.

Very disappointing with the conference being fronted by Creative Review.