Interactive. I do not think it means what you think it means.

I started in the creative industry back in the 90's when and "interactive" was quickly becoming a big buzz word associated with the emerging digital space. It quickly became all about websites, and gratuitous. It was all about brands saying how awesome they were just in a different way. That's all changing again, so I thought it appropriate to steal a line from one of my favorite movie characters of all time, Inigo Montoya, to comment on how people refer to "INTERACTIVE".

Interactive is a term was around for a long time before digital devices and mediums became our best friends. Interactive was simply something that involved your participation, and it seems to be going back to that as of late in brand building and awareness based advertising. But it's not just real world interaction and awareness that's happening again, it's experiences that do something for the greater good that make it exciting again!

The Citibike NYC service is a great example of how a big brand that was frankly not being seen in the best light as of late, did something that people could interact with, something they could use, something that helped.

Another brand that continues to create crazy cool interactive awareness campaigns is Coke. Their latest in their ongoing "open happiness" campaign was mall OOH kiosks that turned into wrapping paper. 

I can't wait to see what new interactive work will be done in the future. I hope to be a part of it.