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>think of beloved characters from established IP
>put them in a glass cube in public space
>book flight to cannes
THIS
I like to ask myself, “Wouldn’t it be cool if…?” Then, go wild. Let my brain say the most off-the-wall things. Then, I ask myself, are there ways for any of these things to tie back to the brand? And, if not, what would it take to do that?
It at least opens your brain up to thinking beyond transitional media. Then, gives you something to work with as you hone and craft.
Oh, also asking yourself what a physical manifestation of the brand promise could be in real life—like a visual metaphor—is also a place to start, too.
Start with problems and behaviors of the consumers. Then come up with solutions that address those problems. The more sideways you can do it the better or it’s boring.
If that doesn’t work there’s always collabs with cool or unexpected brands. Stores that do what the product does. product name changes. Brand name changes. Events. And vending machines.
cool like that thank you
If you have a concept, think about what it looks like in real life. What would it be like if someone could walk around and do stuff in your TV spot or print ad?
Think of how you would do it in a print ad (“adlob” for the kids). Now imagine doing that in real life, as a prank.
I’ve literally made my career off of these. Yes my title is outdated. The key is writing it in one sentence. Does that sentence make you excited? If not, keep going.
thanks will try this!
Come up with a bunch of regular activations until you accidentally make one of them cool.