Arts & Entertainment, Business, Science & Tech
Giving Back
Lesson time 6:44 min
Jeff and Rich share case studies where their agency has embraced digital innovation to create more human advertising.
Students give MasterClass an average rating of 4.7 out of 5 stars
Topics include: Giving Back Is Good Business • Case Study: Golden Gate National Park • Case Study: Audubon Society - Birding the Net • Case Study: The Dalí Museum
Teach Advertising and Creativity
Advertising icons Jeff Goodby and Rich Silverstein teach you how to break rules, change minds, and create the best work of your life.
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- When you have a healthy company, when people are happy and making money and the thing is cooking along, you have the time and energy to do things for the world. And people love doing that. It's an important part of what we do. - There's less of a client. It's more of a heart. And you put talent to heart, it's lovely. And we're lucky enough to be able to do that. - I think that advertising people have a built-in sort of feeling of guilt about what they do on a daily basis. I can remember-- I can remember a desire-- - I didn't know you were going to go in that direction. - I remember a designer who worked with us. He said, designers think that advertising people are whores. And advertising people think that designers are airheads. - Yeah. - And because of that sort of feeling about things, I think that people want-- they want to do something good. They want to do something that's just explicitly good. One of the companies that we work with is Common Sense Media. - What's wrong sweetheart? - I miss daddy. NARRATOR: They wanted to do something that actually talked about the usage of cell phones. - I miss him more. - Oh, no, I miss him the most. - I miss him-- [INTERPOSING VOICES] - Hey, hey, everyone shut up. NARRATOR: Luckily, they had Will Ferrell in them. - --makes me look like a cat. NARRATOR: And they're really funny and memorable. - This is so funny it's making me cry. - I think one of the best things we've done in the last few years was the thing that Margaret Johnson, our chief creative officer, put together. It was really her own idea. And I think she cooked it up with her daughter actually. It's an amazing app that allows you to change the way that history books work and change the references to men into reminders of the fact that there are women from the same period that did amazing things. - We're mass communicators. That's what we got in the business to do. And if we can move people in a good direction, that's what we want to do. That's why we want to give back because we're capable of doing that. For the Ad Council, we did the first anti-bullying emoji. We found out that, 60% of the time, bullying will stop if someone notices it as a witness and says stop. It's a very powerful, simple idea. One of the things that we're lucky enough is Jeff's been invited on boards. And I've been invited on boards. I worked for the Golden Gate National Recreation Area, which is right here, which we renamed the Golden Gate national parks. We just renamed it because no one was stopping us. And we can do things like that, and-- - Well, and we redesigned to all of their nomenclature. Richman and the designers here, they transformed the park. - Yeah. - The park is a much more lovely place because of this stuff. And it was all done for free. - Jeff is on the Audubon Society. - We did a thing called birding the net, which was an inter...
About the Instructor
As the minds behind the “got milk?” campaign, the Budweiser lizards, and countless other ads that have permeated pop culture, Jeff Goodby and Rich Silverstein never stop reimagining the possibilities of advertising. Now they’re sharing how they make the beautiful and edgy work that’s seen by millions. Learn how to come up with great ideas, tell funny and compelling stories, and dazzle at your next pitch or presentation.
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Jeff Goodby & Rich Silverstein
Advertising icons Jeff Goodby and Rich Silverstein teach you how to break rules, change minds, and create the best work of your life.
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