Target and Fast Company were keen to engage the most talented coders and designers in a Retail Accelerator that would see them tasked with creating the next big thing in mobile retail. The first challenge, get them excited. The second, keep them excited. The third challenge, use only digital banner ads.
I decided that the best way to engage the tech elite was to speak their language. Literally. So with only two weeks, we set about creating the world's first talking banner ad. With a little planning and technical ingenuity, we did it. And it was wizard.
There's nothing more enticing to the coding community than an alluring, blinking cursor...
To support our talking banner, we introduced static banner ads that used coding terminology to create headlines that spoke directly to our target audience.
It wasn't easy, but we mapped out hundreds of conversations and coded them into the banner so that it could react in real time.
My first award show entry. My first award. Kind of stoked.