What impresses the top digital creative leaders?

By Brian Morrissey

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There’s much debate over the state of digital creativity. A bunch of top digital creative leaders gave a glimpse into the things that impress them most at a panel on Monday to kick off the OMMA Global conference during Advertising Week.
  Jeff Benjamin, chief creative officer at Crispin Porter + Bogusky, said he believes the banner ad can be a potent creative canvas. He cited work done for Axion, a Belgian bank, which put up-and-coming bands into the physical confines of banner-ad spaces to perform. Nike Chalkbot is also on Benjamin’s favorites list, particularly because it shows how creative technologists are critical to the process.
  Michael Lebowitz, CEO of Big Spaceship, believes digital creativity is all around, only it’s often not coming from brands. He cited the fun Twitter account @discographies, which sums up a band’s work in less than 140 characters. He’s also impressed by PhotoCity (below), which uses a Risk-style game in an attempt to compile a photo compilation of the world through user-submitted shots.

  Lars Bastholm, CCO at Ogilvy in New York, finds inspiration abroad in the Ogilvy network. He cited “Ring Towns,” an Ogilvy effort for Guatemala mobile company Claro that created hundreds of unique ringtones based on provincial towns across the country.

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  Gene Liebel, partner at Huge, finds creativity in utility, such as MySkyStatus from Lufthansa, which updates social-network status with flight details, and Best Buy’s Twelpforce, which organizes the company’s customer service reps on Twitter.
  Paul Woolmington, founding partner at Naked Communications, is similarly taken by Twitter, citing Twelpforce and a Uniqlo campaign called “Lucky Counter” that lowered the prices on clothing based on tweet volume. He also sees creative genius in Coke’s Real-Life Like campaign (below) and Nike + the GPS iPhone app.