10/12/09 – Gasket Studios and Yellow Tag, the internal marketing production arm of Best Buy, developed this presentation to play at the 26th Annual Conference For Catalog and Multichannel Merchants. CMO Barry Judge tells the story of how past and future advertising has changed, and how Best Buy’s marketing capability must talk with and listen to its customers.
The challenge for the Yellow Tag and Gasket collaboration was two fold: The first was to create a visual language that merged the concepts of “people,” “digital,” and “conversation” in a way that was relatable and iconic, but not techie and corporate. The second challenge was an aggressive timeline. Gasket only had 2 days to concept and design and 3 days to animate and deliver the project. Normally, a project of this scope would take weeks, not days.
The end result was an energetic, candid and inspiring marketing presentation. After the presentation was shown at the ACCMM conference, Judge posted the spot on YouTube and his blog where the piece received over 10,000 views in the first month alone. The spot clearly resonated beyond it’s initial audience.
Imagery from the presentation.
Linear style frame showing the overal design and concept for the spot.
Old Best Buy television ad that valued name recognition and audacity over all else.
