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OLIVIER RABENSCHLAG: What I think about now when I
approach a creative problem, I always think with mobile
first, and then growing outwards.
I feel like when you look at trends and behaviors, how they
change, I feel like people interact with the mobile
device more than they interact with pretty much anything else
in their lives.
And that's why I think, from a conceptual point of view, from
the moment we brief the creatives to reviewing
concepts, it's almost like the question pops up, how does it
work in a mobile space?
We worked on a campaign for the Grammys last year, and the
idea started with the mobile concept of, what if you could
tag a location with a song?
And that basically conceptually, visually,
artistically influenced the rest of the campaign.
So that became the meat of the TV, of which became the visual
that we used for print.
So that was a good example.
I think that's an upcoming trend that's like--
what's it called-- the two-screen viewing experience,
where when you think about multitasking, there isn't such
a thing as unitasking anymore.
No one does that.
So when you think, when was the last time you watched a
movie and only watched a movie?
I can't remember the last time.
You always interact with a tablet device or mobile phone.
So I think now we are trying to create properties that get
the two screens to talk to each other.