“We must keep the magic cauldron alive!”

This isn’t a quote from the latest Harry Potter novel; it’s the refrain from last May’s National Innovation Directors Meeting.  Enchantment is the essential element to innovation.  You know it, I know it.  And personally I’m tired of people and companies tooting ‘innovation’ where the magic isn’t.

Enchantment is exactly what Mehdi, Benoit, Muriel and Nicolas are aiming for with what I like to call Chocapic Part 2.  This is Not a Cereal Box was just a beginning.  See how the DS magicians have bumped up the concept in this fresh, technology sneak prevue video.

Many of us were on summer vacation when it hit, or perhaps you were at your computer but aren’t tuned into the French press.  But according to the folks behind the shiny new study “l’Observatoire de l’innovation publicitaire,” aka Advertising Innovation Observations, the above linked Chocapic campaign was one of the top two advertising campaigns in France last year, so says 82 percent of the general public polled.  That’s because of its magic.

The world of advertising is changing thanks to such innovations.  Agencies are trying to catch up and give themselves ‘total makeovers’.  One of the people behind the study, Plan.Net agency Founder and President Olivier Bronner explains,

“Innovation tends to replace the term creativity in the advertising world.  The rise of new technologies has progressively driven a renewal in the language and shape of advertising.”

Advertising agencies, are you ready?  We’re ready.  And my kids who keep bugging me about buying Chocapic are MORE than ready!

Get your scissors, webcam and traditional computer screen ready… or… even your 3D TV(see video bonus section) . . . October will be here sooner than you think!

Best,

Kate