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Have a passion, not a business plan Hello Monday


Agency Presentation ——————— 2011 Have a passion, not a business plan Hello Monday Hello Monday

—— Hello Monday

Have a passion, not a business plan


Agency Presentation ——————— 2011 Have a passion, not a business plan Hello Monday Hello Monday

—— First things first

Short introduction


Agency Presentation ——————— 2011 Have a passion, not a business plan Hello Monday Hello Monday

—— About Me

Who Am I


Agency Presentation ——————— 2011 Have a passion, not a business plan Hello Monday Hello Monday

Jakob Kahlen Creative Director •

35 years old

Living and working in Copenhagen, Denmark

Trained as a Graphic Designer

Working with Digital Design & Online Marketing since 1996

Creative Director & Partner at Hello Monday


Agency Presentation ——————— 2011 Have a passion, not a business plan Hello Monday Hello Monday

—— Hello Monday

Hello Monday in short


Agency Presentation ——————— 2011 Have a passion, not a business plan Hello Monday Hello Monday

Hello Monday Digital Creative Agency •

Founded in 2006 in Aarhus

Offices in Aarhus (HQ), Copenhagen & New York — Work as one agency!

24 employees – 5 partners

Digital Creative Development (Concepts + Design + User experience)

Digital Creative Execution (Front-end: Flash + HTML + Javascript)

Awards: 32 FWA, 11 Creative Circle, 5 Webby’s, 3 Cannes Lions, Etc.


Agency Presentation ——————— 2011 Have a passion, not a business plan Hello Monday Hello Monday

Hello Monday Digital Creative Agency

YAY!

Founded in 2006 in Aarhus

Offices in Aarhus (HQ), Copenhagen & New York — Work as one agency!

24 employees – 5 partners

Digital Creative Development (Concepts + Design + User experience)

Digital Creative Execution (Front-end: Flash + HTML + Javascript)

Awards: 32 FWA, 11 Creative Circle, 5 Webby’s, 3 Cannes Lions, Etc.


Agency Presentation ——————— 2011 Have a passion - not a business plan Hello Monday Hello Monday

Big disclaimer*

Don’t take advice from us - we have no idea what we’re doing!


Agency Presentation ——————— 2011 Have a passion - not a business plan Hello Monday Hello Monday


Agency Presentation ——————— 2011 Have a passion - not a business plan Hello Monday Hello Monday

Basically, you’re doing everything wrong! — Bent


Agency Presentation ——————— 2011 Have a passion - not a business plan Hello Monday Hello Monday

Bumble Bee Business ™


Agency Presentation ——————— 2011 Hello Monday

—— How we started

Start small


Agency Presentation ——————— 2011 Have a passion - not a business plan Hello Monday Hello Monday

—— What we set out to make

Build a playground rather than a production factory


Agency Presentation ——————— 2011 Have a passion - not a business plan Hello Monday Hello Monday

—— What is a a playground

Playground ingredients

Live out our passion for great design and creative use of technology

Always push borders with clients to make projects more fun (for everyone) • Always have room to experiment and try new things • Never take the easy route! •

Try not to think too much about money


Have a passion - not a business plan Hello Monday

—— Monday Money

Hello Monday Currency ™


The Parameters


How we started out...


We quickly got to...


What we’re aiming at...


Agency Presentation ——————— 2011 Hello Monday

—— How we want to continue

Stay small H P C


Agency Presentation ——————— 2011 Have a passion, not a business plan Hello Monday Hello Monday

—— What we do

What we do


Agency Presentation ——————— 2011 Have a passion, not a business plan Hello Monday Hello Monday

—— What we do

What we don’t do...


Agency Presentation ——————— 2011 Have a passion, not a business plan Hello Monday Hello Monday

—— What we do

What we don’t do: Advertising!


Agency Presentation ——————— 2011 Have a passion, not a business plan Hello Monday Hello Monday

—— We don’t do advertising

If it feels like advertising, we’re doing it wrong!


Agency Presentation ——————— 2011 Have a passion, not a business plan Hello Monday Hello Monday

—— What we do

What we do do ...


Agency Presentation ——————— 2011 Have a passion, not a business plan Hello Monday Hello Monday

User experience

Technology Design Strategy


Agency Presentation ——————— 2011 Have a passion, not a business plan Hello Monday Hello Monday

Less like ... • Advertising •A

gimmick • An interruption


Agency Presentation ——————— 2011 Have a passion, not a business plan Hello Monday Hello Monday

More like ... •A

tool • A gift • A service • A product in it self


Agency Presentation ——————— 2011 Have a passion, not a business plan Hello Monday Hello Monday

—— What we believe

Our core process


Agency Presentation ——————— 2011 Have a passion, not a business plan Hello Monday Hello Monday

· Strategy · Concept · Design · Development


Agency Presentation ——————— 2011 Have a passion, not a business plan Hello Monday Hello Monday

· Strategy · Concept · Design · Development


Agency Presentation ——————— 2011 Have a passion, not a business plan Hello Monday Hello Monday

AD + Copy Designer + Developer


Agency Presentation ——————— 2011 Have a passion, not a business plan Hello Monday Hello Monday

—— What we believe

Our people


Agency Presentation ——————— 2011 Hello Monday

—— Michael Leibowitz

We don’t use the term creative. Everybody here is creative!


Agency Presentation ——————— 2011 Have a passion, not a business plan Hello Monday Hello Monday

What we look for •

Driven by a passion for where creativity and technology meet

Everybody needs to be able to execute on some level

T-shaped people

Good people: No rockstars - No assholes!


Agency Presentation ——————— 2011 Have a passion, not a business plan Hello Monday Hello Monday

—— If you want to succeed in digital

Hug the geeks and embrace the geek inside your self


Agency Presentation ——————— 2011 Have a passion, not a business plan Hello Monday Hello Monday

—— What we believe in

Our work philosophy


Agency Presentation ——————— 2011 Have a passion, not a business plan Hello Monday Hello Monday

Joy of Use!


Agency Presentation ——————— 2011 Have a passion, not a business plan Hello Monday Hello Monday

· Tickle the brain · Please the eye · Play it by heart


Agency Presentation ——————— 2011 Have a passion, not a business plan Hello Monday Hello Monday

Tickle the Brain · Be clever and useful · Motivate curiosity and creativity · Use new technology in a way that will make people go: “Wow!”


Agency Presentation ——————— 2011 Have a passion, not a business plan Hello Monday Hello Monday

Please the Eye · Make it distinctive, loveable and memorable · Don’t be affraid to get emotional, nostalgic, naive, etc. · Craft it like you mean it


Agency Presentation ——————— 2011 Have a passion, not a business plan Hello Monday Hello Monday

Play it by Heart · Connect the heart of the brand to the heart of the consumer · Be passionate! Show people you love them · Be generous! Give them a reason to love you back · Let your heart - your intuition - guide you


Agency Presentation ——————— 2011 Have a passion, not a business plan Hello Monday Hello Monday

—— The building blocks

Digital Storytelling


Agency Presentation ——————— 2011 Have a passion, not a business plan Hello Monday Hello Monday

Digital storytelling •

Interactive narratives

Fragmented narratives

User contributed narratives (Brand curated user experience)

User controlled narratives (Brand provided tools that engage & enable)


Agency Presentation ——————— 2011 Have a passion, not a business plan Hello Monday Hello Monday

Digital storytelling •

Interactive narratives

Fragmented narrative

User contributed narratives (Brand curated user experience)

User controlled narratives (Brand provided tools that engage & enable)


Agency Presentation ——————— 2011 Hello Monday

Nespresso Naora Global Campaign · Playground rather than a production facility · Creative and curious approach to technology · Design values: Rooted in classic design craftmanship

Nespresso — Naora global campaign


Nespresso Naora Global Campaign

Agency Presentation ——————— 2011 Hello Monday

Campaign across all digital platforms (Desktop/Tablet/Mobil/Newsletter)

Tell the story of the late harvest beans: Capture the moment

Focus on autenticity: Micro documentaries

50 markets – 30 languages

Markets do translations themselves: Front-end editing

Millions of people recieve the newsletter

· Playground rather than a production facility · Creative and curious approach to technology · Design values: Rooted in classic design craftmanship

Nespresso — Naora global campaign


Nespresso — Naora global campaign


Agency Presentation ——————— 2011 Have a passion, not a business plan Hello Monday Hello Monday

Digital storytelling •

Interactive narratives

Fragmented narratives

User contributed narratives (Brand curated user experience)

User controlled narratives (Brand provided tools that engage & enable)


Agency Presentation ——————— 2011 Have a passion, not a business plan Hello Monday Hello Monday

B&O PLAY Building identity online · Playground rather than a production facility · Creative and curious approach to technology · Design values: Rooted in classic design craftmanship

B&O PLAY — Digital brand platform


Have a passion, not a business plan Hello Monday

B&O PLAY — Digital brand platform


B&O PLAY — Online identity

2010


B&O PLAY — Online identity

2010


Agency Presentation ——————— 2011 Have a passion, not a business plan Hello Monday Hello Monday

Online sales flow •

Inspire

Empower

Enable

Support


Agency Presentation ——————— 2011 Have a passion, not a business plan Hello Monday Hello Monday

Digital storytelling •

Interactive narratives

Fragmented narratives

User contributed narratives (Brand curated user experience)

User controlled narratives (Brand provided tools that engage & enable)


Agency Presentation ——————— 2011 Have a passion, not a business plan Hello Monday Hello Monday

Google Demoslam

· Playground rather than a production facility · Creative and curious approach to technology · Design values: Rooted in classic design craftmanship

Google — Demoslam


Agency Presentation ——————— 2011 Have a passion, not a business plan Hello Monday Hello Monday

The Google brief in short... •

People don’t know about or realize how great Google’s free software products really are

It’s not in Google’s DNA to brag or advertise for it’s services

How do we make people notice and start using our software?


Google — Demoslam


Agency Presentation ——————— 2011 Have a passion, not a business plan Hello Monday Hello Monday

Digital storytelling •

Interactive narratives

Fragmented narratives

User contributed narratives (Brand curated user experience)

User controlled naratives (Brand provided tools that engage & enable)


Have a passion, not a business plan Hello Monday

Flügger / Fiona Experience our wallpaper Flügger / Fiona — Wallpaper experience


Flügger / Fiona — Brand & Product website


Agency Presentation ——————— 2011 Hello Monday

Reebok.com Global digital platform · Playground rather than a production facility · Creative and curious approach to technology · Design values: Rooted in classic design craftmanship

Reebok — Global digital platform


Agency Presentation ——————— 2011 Hello Monday

Sadly, nobody is thinking about ZigTech! · Playground rather than a production facility · Creative and curious approach to technology · Design values: Rooted in classic design craftmanship


Reebok — Global digital platform


I want...

Reebok — Global digital platform


Reebok.com Global digital platform •

Invent a new way of exploring brand and product content - across channels

Rich visual search experience - no fixed structure

All content are linked together = organic browsing

One framework across all devices (HTML + SOLR search server)

System is learning about the user - behavioral targeting

Reebok — Global digital platform


Reebok — Global digital platform


Agency Presentation ——————— 2011 Have a passion, not a business plan Hello Monday Hello Monday

LEGO Life of George Appcessory · Playground rather than a production facility · Creative and curious approach to technology · Design values: Rooted in classic design craftmanship

LEGO — Life Of George


LEGO Life of George •

Appcessory (physical object + iPhone app)

Game / Toy that uses advanced image recognition technology

Visual universe around the core image recognition concept

George travels earth through the 12 levels of the game

Do your own levels and challenge friends

More levels and other “Life of George”-concepts to come

LEGO — Life Of George


LEGO — Life Of George

2011


Agency Presentation ——————— 2011 Have a passion - not a business plan Hello Monday Hello Monday

—— The future

From projects to products


Agency Presentation ——————— 2011 Hello Monday


Agency Presentation ——————— 2011 Have a passion - not a business plan Hello Monday Hello Monday

Free!


Agency Presentation ——————— 2011 Have a passion - not a business plan Hello Monday Hello Monday

Made on a Monday

—— Keep an eye out for

Twitter: @madeonamonday


Agency Presentation ——————— 2011 Have a passion - not a business plan Hello Monday Hello Monday

Thank you for not leaving!


Agency Presentation ——————— 2011 Have a passion - not a business plan Hello Monday Hello Monday

See you Out there... @hellomondaycom • @jakobkahlen • www.facebook.com/hellomonday • www.hellomonday.com •

Hello Monday DRRB talk Cannes 2012  

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