creativity does not know a season, even when we somehow seem to have skipped spring – this month’s
edition of my „10 Minutes of Creativity” is full of sun and fun, emotions and clever creative thoughts.
Hope you are enjoying it as much as I enjoyed it to browse through all of the different examples around the world.
It is often the small countries who are coming up with amazing ideas. Maybe not so surprising as it probably means it has been developed and decided just on a local level – so with far fewer cooks than it would have been
the case for the big players in the Global market. Ergo you can be braver, take a bit more risks and have the chance to succeed in many ways – most likely in brand love. A strong vote for giving agencies the possibility to think wild – anything is possible and if the idea fits the brand’s core nothing can go wrong, really!
I start with one example of a big player – it is the new edition of the “Thank you mum” campaign of P&G. Such a fantastic idea which now has been developed even further. I simply love it, it gives me goose bumps and I perceive it as so so strong. Hey, we are talking P&G here! P&G is from my pov one of the best examples in becoming braver, trying different ways of communication than just product benefit and reason-to-believe to gain the hearts of the consumers.
If you have not seen it yet: It is a must-watch!
Definitely a must-watch is the next example, too.
A really simple idea but clearly memorable and fulfilling its purpose to 100%. So smart! And hey, not really what you expected when you hear “breast cancer”, or did you?
The next example is again one of the big players. Currently I see an increasing trend of developing content which is truly simplified to just the basics, no big buzz around it: one striking insight and the interaction of human beings mainly based on emotions, no matter from what brand. Consumer experience goes in the
background, the insight in the foreground: If it is Dove, Pandora or like in this example Knorr – I would say the idea in itself is not new. However, concentrating on finding the right insight for the brand, to show what people moves when talking of beauty or even food – that is the strength of those activations. And that is what makes them distinctive and memorable. Last year’s example of Knorr got over 100 million clicks. Let’s see what the success of this year’s activation will be but with over 60mio clicks already, the likelihood is high that it will be similar. It is not only those films online, it is a whole online activation around it, truly engaging and entertaining. I like!
Comparative advertising is always a challenge – a very thin line to still be convincing with your benefits and to outrival the competitor in style. Easily it can bounce back like a boomerang if this thin line is not met. The next example is exceptionally good – sorry Google! Especially convincing as such a small player does not shy away of comparing himself with one of the biggest. Well done, Elan!
The next example is simply genius. And so simple! And cheap to realize.
How to advertise best and most authentic for your country? Just get locals to talk about it: The Swedish number is a project from the Swedish Tourist Association for the foreign world to discover Sweden and to find reasons why to put Sweden on your travel list. By dialling the Swedish number, you get connected to a random Swede and can have a nice chat about whatever moves and interests you. In Sweden the Swedish can download an app and volunteer for the project to become a potential telephone partner. The motivation is clear, of course you are proud of your country and want others to experience the greatness, too! Try it out and simply call a Swede under +46 771 793 336. It is fun!
Last but not least an ad from CoorDown for the World Down Syndrome Day which happened end of March. It is for sure not the super distinctive ad but for sure not less striking and touching. And a nice reminder to see things from a different perspective as it could be completely different to how it appears at first sight.
With this in mind: keep your eyes & ears open!
Great things to experience out there which is called life…
In case you need help: Am happy to support you for your next advertising campaign, give it a try!
All the best,