Privacy in the Digital Age
You, as part of the Zooppa creative community, are invited to submit creative ideas that may be featured, discussed and included in an interactive exhibition at the
Cannes Lions International Advertising Festival, the most prestigious event in advertising in the world.
The exhibition is on the subject of Privacy in the Digital Age and being produced by
Razorfish, an acclaimed digital advertising agency, with clients like Best Buy, Microsoft, MillerCoors and Nike.
Razorfish is offering Zooppa members that submit the best work some very special awards:
The Awards
Each of seven finalists (4 for video, 3 for print/design), selected by Razorfish, will:
- Have your work and profile featured in a winner’s display at Cannes Lions
- Have a portfolio review with a Razorfish creative director
- Be included in the Razorfish freelancer pool for consideration for creative work
- Get a private briefing on some of Razorfish’s biggest client initiatives, and have the opportunity to pitch ideas to Razorfish either in person or via online submission, depending on your location
One grand prize winner from the seven finalists will also be recognized on the Razorfish contest page, with links to your personal portfolio.
In addition, three creators, selected by Zooppa, will receive a copy of the Microsoft Expression Studio 3 creative suite (and a free upgrade when Studio 4 when it’s released), donated by Microsoft.
All of the submissions that are entered have a chance to be used in a video mash-up created by attendees of the exhibition, which will be released in major international media outlets, and seen around the world in popular technology, advertising and media blogs and community sites. Every entry used in the final video mash-up will include a credit to the creator.
Your Submissions
You are invited to submit video (15-60 seconds in length) and/or graphic design, photography or print work in response to the creative brief provided by Razorfish below, and available for download
here.
The content of your work should be your expression and interpretation of trends in privacy related to digital/social media and how they impact your life.
This competition is unique because you’re not producing an advertisement for Razorfish, so there’s no logo or call to action. You’re also not necessarily producing a finished piece; rather, you are providing unique and compelling inputs that will be re-mixed and mashed up by attendees during the exhibition. It’s a radical experiment in real-time crowd-sourced collaboration, and you’ve got the chance to be an indispensable part of it.
Work will be judged on the ability to convey the idea visually, with or without any audio. For videos, dialog, voice over or music of any kind is optional.
If you’d like some inspiration, the creative brief lists some examples of the kind of work Razorfish is looking for, in the “Content Considerations" section. Also included in the brief are some recent articles on privacy that may help you get started.
The Razorfish Creative Brief
Why are we communicating?
Privacy is an issue that seems to rise up periodically, causing a lot of debate and discussion for a short time, only to slip to the back of the collective mind, but that doesn’t mean the issue goes away. As consumers continue to share ever-more-personal information via digital technologies (and advertisers get more sophisticated in using that data politely), it’s guaranteed to become an even bigger, more pervasive, and ongoing concern (especially with the new Facebook ‘Like’ button feature). We need to put together a film with video and design work from the Zooppa community that addresses these concerns, but also illustrates that not sharing may have implications in today’s hyper connected world. Videos and design work from the Zooppa community will be used as inputs for a room full of some of the industry’s most influential people, who will team up to create a series of new films – a true mash-up befitting of web 2.0. Those finished films will then be distributed across the web.
Who are we talking to?
All adult Internet users, with a skew toward younger adults on social networks.
What is the insight?
People love the convenience of the web and the fun of social networks. We can stay connected with people from all aspects of our lives with minimal effort. However, the real success of social networks is that we get to share whatever is on our minds, updates on ourselves, and what matters to us. Basically, we’re driven to share because we like the idea that someone is watching and cares (especially when they care enough to comment back). It makes us feel interesting. But, what happens when we over share?
We all know over-sharing has been addressed plenty of times – with the cookies of the 1990s and the ever rising identity theft, but what about social networks? What if the wrong person in your network is watching? And what of advertising? Is it creepy that the interests you share via social networks and by just surfing the web can be used (within limits) by advertisers – or does it provide a valuable service by ensuring that the ads you see are of interest to you? There are extremes highlighted by a small minority of people and reported by the mainstream press, but the key insight is that there is a balance to be struck. Sharing is fun, but oversharing can be dangerous. Ads and web services that personalize themselves based on your interests are convenient, but there’s a definite creep-out line that must not be crossed.
What is the main thought we want to convey?
You are in control. Personalization and sharing are fun and interesting, but be aware of the consequences of over sharing.
What is the best way of doing this?
The content needs to show what over sharing is and the consequences it brings. The tone should be humorous - light-hearted and funny to ensure it’s engaging and relatable. It should debunk the myth that digital platforms give people (and companies) the power to invade privacy without consequences.
Content Considerations
Example of scenarios to consider:
- Over sharing via status update by expressing too heavily what’s on their mind
- Over sharing of photos that could negatively impact future employment
- Over sharing of personal information like birthday, siblings, your favorite things
- Over sharing your location can lead to the wrong people knowing where you are or where you’ve been
- Illustrate that you are associated with the things you share
- Bringing to life Facebook’s ‘Like button’ feature and how your “likes” are displayed across the web
- Show how cookies allow advertisers to know pretty much everything about you but your name
Note
This competition has slightly different terms from a regular Zooppa competition:
Please do not post your videos anywhere but on Zooppa
Ownership
You hereby grant to Razorfish LLC (Sponsor) all right, title, and interest, in and to, the Content, including but not limited to the copyrights and renewal copyrights thereon. At Razorfish LLC's request, you agree to take, at Sponsor's expense, any further action (including, without limitation, execution of affidavits and other documents) reasonably requested by Sponsor to effect, perfect or confirm Sponsor’s ownership rights granted in this Agreement.
Questions? comments? Just want to talk about the Razorfish Privacy in the Digital Age contest?
Check out the
Razorfish Forum Thread.
Links to recent articles about privacy:
Ad Age on Foursquare
CNN on Facebook
Atlanta Journal Constitution
Tell-All Generation Finally Figuring Out Privacy Online?
BusinessWeek
On Foursquare, Location and Privacy
PC Magazine
Users Are Their Own Worst Enemy for Online Privacy
PC Magazine
Facebook: Privacy Enemy Number One
TechRadar
Top 15 Things You Should Never Do on Facebook
Wall Street Journal
Visualizing Your Privacy on Facebook
Industry sources:
Ad Age
Draft of Online Privacy Bill Stirs Fear Among Ad Industry
Ad Age
Holy Grail of Targeting is Fuel for Privacy Battle
Ad Age
Google Dashboard Changes our Thinking about Privacy
Adweek
IAB, NAI Change Tactics on Ad Targeting
Adweek
FTC’s Privacy Roundtable Series: What Can Marketers Expect?
IAB’s
Privacy Matters campaign
