"In The Thick Of Things"

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Think Free.

Remember that thing they used to tell us in primary school- there’s no such things as a stupid question?  Silly question, because I know you remember. Think of it this way, as kids, we grow up being taught to be curious, encouraged to be oblivious to was seen as standard and even more so, made to believe that there are many ways to interpret and view absolutely anything. We were given a paint brush to create whatever that was on our minds. So what happened? What happened to being the odd one out, to seeing the little things in the bigger pictures? Our proclaimed personalities have to get the bulk of the blame. They box us into only acting, speaking, and reading, eating, and thinking in a certain way. Let’s forget about having a personality... rather have an attitude. A spirit with no inhibitions, an attitude that allows us to want to experience everything, be everywhere, know a little about everything. We no longer want to be seen as stupid to the obvious, because something’s are just so simple. But I think we should stop our mature driven traits and get in touch with the freethinking, dumbstruck nature that is the child inside of all of us. This is even more so important when you’re in the creative and advertising industry. Yes live a little. When we  live a little, things become easier, solutions to the most complex of problems (briefs) come to you. Most importantly ideas flow because you are in a state of freethinking, and you are able to re-invent and innovate.

The Youth, Arent as Bad as we Think they are..

Creative’s continually get briefed campaign after campaign to find insight on how to connect their brands to the youth market. It’s a daunting task considering the fact that millennial’s change the views and opinions daily, but despite that, core beliefs and values still remain rigid. How do we then find common ground when trying to engage the youth and more importantly keep them engaged?

It’s possible if you dig deep enough and unravel what actually drives the target markets behaviour. Trends, celebrities, technology, opinion leaders? When that’s done, the tricky part is where an idea has to match the key findings. When it comes to social media and youth oriented advertising plans it’s pretty simple. The youth want to tell a story. Marketers should understand that they live their lives offline in order to tell a story online. This is to mutual friends and family and to a life they aspire to. So if you come up with something that will be able to make me tell a story, a story through a simple status update, tweet or online check-in where your brand efforts are strong enough to get mentioned, then you’ve done something right.  

Their  online activity reflects a life that they live truthfully, and that has a ripple effect on brands as that influences others in their respective circles. That’s the same reason that makes viral campaigns and trending topics so successfully. It’s a story that we want to share. It something that resonates deep within us instantly. With the youth market especially, what’s most important is that we have to chuck out all the research(after analysing it) and then see things from their side. The right insight will definely drive your brand from just being another product to being a culture leader.

" Always Remember..."

Advertising : Brilliant Copy Driven Ads

Swiss Life : For all Life Twists and Turns.

Copy driven print Ads. Brilliant execution to illustarte how life can quickly change for the bitter, so its best to have a flexible financial plan.

Credits:

Agency: Spillmann/Felser/Leo Burnett, Switzerland
Creative Director: Peter Brönnimann
Copywriter: Thomas Schöb, Simon Smit
Art Director: Reto Clement, Daniele Barbiereo