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Continuing with our Fearless theme, Ivan Wicksteed, SVP Global CMO of Old Navy, takes the stage and tries to "bring fear to the audience." He was a large advocate of "being" rather than "talking," and "doing" rather than "saying." To demonstrate that point, he makes his time on stage not just about him, but about the audience. He creates a social experience, where the audience is engaged in each moment.
The experiment with the audience is intended to demonstrate the "bullet ants" exercise and allow people to put themselves in a situation which isn't alway comfortable. Through introductions, which were in person rather than through a tweet, the audience quickly realizes that it takes being fearless to be social outside of a Twitter handle or Facebook log-in.
Furthermore, Ivan demonstrates that "fear is a good thing," and something we should embrace in our daily lives as well as in our brand endeavors. Fear allows brands to believe in themselves and in turn achieve things we may not have otherwise, including cutting through the clutter of social media, creating something that people truly want to talk about, and not to mention award winning work.
Written by Pam Sahota, Account Director, Social.Content, DigitasLBi (@pamahota)