Globally, kids are now mixing and matching things to create new forms — sampling music tracks on their laptops, creating images that meld digital photographs and magazine clips. For the Sprite campaign, Collins's team mixed graffiti with fine art.
Brands are already turning to their consumers for content. This trend will accelerate in advertising as tech-savvy teens, armed with cameras and cheap moviemaking software, increasingly challenge the pros — and the old financial model of commercial production.
What's oldest is new again. Good brands are always good stories. And storytelling is always interesting because it's driven by one question: What happens next? Stories make people turn the page, click on the link, enter the shop, see the show.
A version of this article appeared in the June 2005 issue of Fast Company magazine.