A highlight of the ADWKDC Conference was Jayanta Jenkins’ keynote presentation. Not only is he a well-known and respected creative executive for brands such as Nike, Gatorade and Beats by Dr. Dre, he is also a DC native and just became Twitter’s Global Group Creative Director.
His love of creativity came early: As a happy child, he spent his free time at Smithsonian museums including the National Air and Space Museum and American Art Museum.
So what inspires him? Jenkins began by revealing his love for music. He loves the old-school jams of Earth, Wind, and Fire and Run DMC as well as the characters in those bands, and this shows clearly in his work.
Jenkins also takes his everyday entertainment experiences and pays homage to them when he creates campaigns. Whether his source is a scene from The Nutty Professor movie or a session of Soul Train, he uses their resonance to grow brands.
New campaign reflects his style
He said a lot of inspiring things, but “The less you say, the more you communicate” was the phrase that stuck with me the most. I could immediately see how it applied to his new campaign: helping Twitter take back ownership of the #hashtag. Jenkins’ less-is-more mentality is seen in the powerful use of the #, and the storytelling (done through photos) makes a strong statement. Namely, that Twitter reflects what’s happening now and shows all sides of current issues . . . but never takes sides.
The campaign includes old icons and re-energizes them to fit in with current events. I am excited to see how Jenkins will help Twitter stay as a leader in social media and how their future creative branding will reflect his words.
Lani Camacho is a recent transplant from Los Angeles. She has extensive experience in the entertainment industry, including work at Fox Broadcasting, and she’s now at Sensis. Lani loves advertising and likes to give back to the advertising community by mentoring and participating in AAF DC.
#ADWKDC conference coverage was sponsored by @SABIOmobile, a next-gen mobile ad targeting platform and @PublicisMedia, which strives for diversity and inclusion in all its creative endeavors.