Yesterday on my commute home I spent some time talking with a couple of interesting guys. Jason Zada and Jeffery Bennett of EVB
, a multimedia marketing firm in San Francisco. The topic of discussion was a project they recently launched for LeapFrog that's targeting tweens
. Tweens is the demographic term assigned to kids that aren't little kids and aren't quite teenagers, hence the name "tweens". The age group is 9 - 14 year olds.
I found the tween demo quite interesting since I wasn't too familiar with their buying patterns and habits but I found the LiveOnTheFly.com
project even more interesting since it hid some heavy technology behind a slick user interface and was put together with a team of about 5 developers in under 6 months. Of course there were others working on the project as well but the development is one of the largest aspects of it and one I'm quite interested in.Back To The Call
During the conversation I learned several interesting facets of the Live On The Fly project and about EVB and Jason & Jeffery in general. When I looked at the site I felt like it combined the subservient chicken with a Hilary Duff campaign
I wrote about previously. So I felt there was a good chance Jason Zada had some ties to the subservient chicken
and I was right. Turns out the media firm that did the Burger King campaign that turned into an internet cult had actually emailed Jason with a note that went something like this...
I found this chicken site and it's pretty funny, check it out.
So he did and because of his sphere of influence [aka social circles] the virus was spread. Although Zada and Bennett didn't work on the subservient chicken project they were part of the implementation of the viral portion, without even knowing it, so that's where the tie came from. There's a lot more I can say about these two and this campaign but I'm going to hold off and throw it out in pieces that are more focused. For now I just wanted to put up something about this dynamic duo and their interesting project and I'll delve into more detail a bit later.Here's a brief bio of Jason Zada.
It all started with a Commodore 64. At ten Jason figured out how to hack into the system to program games, create art and compose images. He has been immersed in the digital universe ever since.
Fast forward twenty years and Jason is still at the forefront of the digital industry. As co-founder and creative director of EVB, his vision and passion is responsible for being at the forefront of some of the most innovative work on the Web. He is an enthusiastic believer in the power of the internet to generate awareness, instill loyalty and connect with consumers on an emotional level. Jasonâ€™s long history of working in the interactive industry enables EVB to continue to produce cutting edge online advertising, advertainment and branded content.
Prior to opening EVBâ€™s doors in 2000, Jason was co-founder and creative director of spyplane, a San Francisco based creative boutique, working on clients such as Novell, Infoseek, Sun, Netscape and PCWorld Magazine. When spyplane was acquired by ZEFER in 1999, Jason was appointed Executive Creative Director and helped grow the agency to over 1,000 employees with offices worldwide.
Jasonâ€™s work has won many industry awards including One Show, Cannes Cyber Lion, and Communication Arts. He has contributed to Motion Graphics TV & Film, Motion Graphics Web and DVD Studio Pro Bible. He has twice received A.V. Multimedia Magazineâ€™s Top 100 Producer award.
An avid filmmaker, Jason has directed several short films and is determined to finish the screenplay he started at age eight. He lives in San Francisco with his wife, two children and little black pug. "