WE ARE THE OBSERVATORY. AND We don’t like the term “Advertising Agency”. Most agencies are dinosaurs, stuck in the past. On the other hand, new digital groups tend to think that “new media” is the only way to go. But new media aren’t that new anymore, and these groups can’t think beyond their own disciplines.
We approach problems with the idea that today anything can be a medium, and distribution of concepts needs to be as creative as the thinking behind them in the first place. Traditional media like TV and print aren’t going away…they’re just evolving. They’re still important. But we also like to “art direct the real estate”, making use of buildings, skyways and the like that are literally free media. We’ve also been shooting long format interviews when we produce TV, creating powerful tools for the web, social media and live presentations. We have even been talking recently of projecting film on building sides at night for particular clients.
WITH THIS THINKING, WE’VE CREATED BIG IDEAS FOR SELLING EVERYTHING FROM CARS, TO FOOD, TO SPIRITS. BUT THAT’S JUST NOT ENOUGH ANYMORE.
We could sell another $150,000 car. But we would rather use our talents now to tell the world about hospitals where the medical breakthroughs they have been hearing about for years are actually happening. Or help an organization change the future of the world by empowering women in places where they are marginalized. Or show how Girl Scouts has become highly relevant today, helping girls fulfill big dreams and make every day of their lives matter. Or convince people who have had success in life to spend their vacations working on NGO projects around the world that truly change things. And that just scratches the surface.
