This morning, fellow Sherpa Ravid Kuperberg took the virtual stage at e-Commerce Conference, Greece’s top e-Commerce event, to talk about what he knows best: branding and storytelling. If you didn’t attend that event, Ravid still has a treat for you: Here are three wonderful ideas that caught his eye in the previous weeks.
“These three ideas all start with the same thinking action: an observation of a unique yet common behavior relevant to the offering in the ad. Unique - because it is associated to a specific territory/situation and yet to gain sufficient public attention. Common - because everyone is familiar with it and can comprehend it immediately. So, here are the case study videos!
"Scratchboards" by DAVID Madrid for Activision
"TheTattooDuoOver" by BETC Paris for Duolingo
"Rescue Doodles" by BBDO NY for Pedigree
Conclusion: a practical, effective method to initiate your hunt for an insightful idea is… making a list. Of as many unique yet common observations relevant to the task at hand, already in your mind. As simple as that. Can you identify the thinking action required next, to translate the observations above into creative outcomes? “Scratchboards” uses associative linking to connect the skateboard scratching with prize card scratching, inspiring the mind to identify a new task for the board on the skate. Et voila! Decoders of the thinking action required for the two other ideas will win a free tattoo do over for their adopted dog. :) Enjoy!
Kudos to the teams at David Madrid, BETC Paris and BBDO NY!"