Filed under: A Bit Of Inspiration, Advertising, Attitude & Aptitude, Authenticity, Brand, Content, Craft, Creativity, Culture, Digital, Effectiveness, Emotion, Empathy, Entertainment, Happiness, Honesty, Imagination, Inclusion, Innovation, Insight, Long Copy, Love, Marketing, New Zealand, Perspective, Purpose, Relevance, Research, Resonance, Sentimentality, Truth
As many of you know, I’m quite the emotional guy.
[OK, I get it … that’s an understatement. Let’s leave it there]
But while this can sometimes result in me having an ‘Elton John’ moment [™ Elton John] I have always been a huge believer in the value and importance of empathy.
Part of this is because my Mum always told me to be interested in what others are interested in, but as I got more and more into my planning career, I realised that if you can truly understand the feelings and emotions someone is experiencing, it enables you to make work that others will also feel and resonate with.
A perfect example was this work we did ages ago for Nike in China.
It had already been decided the idea for the global 2012 Olympics Campaign was going to be Greatness. The problem was that when we spoke to kids all over China, they didn’t feel they were ever able to refer to themselves as great.
They felt that was a term saved for the chosen few. The people who the government deemed as having done things that raised the entire nations profile and success.
Of course they didn’t articulate it like this … we got there by spending time with them and slowly pulling away the layers of codes and confusion so we could understand what they wanted to say rather than what was being said.
Or said another way, we wanted to understand rather than get answers.
Now I am not denying it took a while … and I also accept being an Olympic campaign, we had the time and the money to do things right. But the thing is this rigour was worth it … because not only did it turn into an incredible campaign … not only did it become China’s most successful ever campaign … it helped changed attitudes towards what greatness is and allowed millions of kids to feel they could feel valued and valuable.
This is the work.
The reason I say this is because for the past few months, I’ve been working with The University of Auckland’s Creative Thinking Project in exploring new ways to use creativity to engage and deeply resonate with audiences.
Thanks to the work of Sir Richard Faull, Faculty of Medical and Health Sciences at The University of Auckland and Nuala Gregory, a fellow of the National Institute of Creative Arts and Industries – also at The University of Auckland – we have explored and experimented with a whole host of different creative formats to identify which one can create the best conditions for connection.
The findings have been astounding.
While the vast majority of communication spend goes towards television, digital and outdoor advertising … none of these had the same impact on audiences as the power of the poem.
In fact, when poems were used as the content for television, digital and outdoor, the increase in engagement went up on average 13.3%.
THIRTEEN!
OK, I know that may not sound a lot on first impression, but when you consider last year, companies spent SEVEN HUNDRED AND FIVE BILLION DOLLARS GLOBALLY on advertising … if this can improve connection to potential audiences by 13%, then it has huge commercial opportunity.
[And by that, I mean for brands, creativity and the University of Auckland]
Now I suppose on one level, none of this should be a surprise.
Rap is a kind of poetry.
A way to communicate that’s felt as well as heard.
But while we have started to explore this, our focus has been on poetry and the results, as I detailed above, have been fascinating.
Sir Richard believes this may be heavily influenced by the challenges the World has faced over the past few years. Where the feeling of isolation of helplessness has created an yearning for any sort of emotional connection. And while TV may have their manifestos, they often come over as contrived … whereas poems have a fragility to them that enables them to better resonate and connect to audiences.
For example … of the literally thousands of poems tested, this was one that achieved one of the highest scores, despite being from an anonymous author.
Now this mountain I must climb
Feels like the world upon my shoulders
But through the clouds I see love shine
It keeps me warm as life grows colder
While it is deliberately ambiguous, it appeared to connect to audiences as they saw it as capturing the struggles they felt in life. Where there is still an expectation for progress and yet the conditions people find themselves having to deal with are increasingly harsh and difficult.
Other poems that resonated – and follow a similar theme to the previous example, except it is by contemporary poet, Ocean Vuong – include this:
And when your fears subside
And shadows still remain
I know that you can love me
When there’s no one left to blame
So never mind the darkness
We can still find a way
As well as a piece from his work entitled ‘Life’, which has a much darker theme:
Loneliness is my hiding place
Breast feeding my self
What more can I say?
I have swallowed the bitter pill
We are still working on the research but have set up an instagram that lists the poems that have tested particularly well.
I would love it if you could visit the page and let me know how the poems affect you. If they do.
Now I appreciate this leaves me open to all sorts of ridicule.
And I assure you that I am not trying to suggest poems are the future of effective advertising.
This is simply a project to see if there are techniques that allow us to better connect emotionally to audiences without necessarily needing to spend months in the field meeting endless people.
While I am part of this work, it is ultimately the property of Auckland University.
Fortunately, they have said I can promote the work because they would love to have more respondents take part. So if you are interested in discovering more – and helping see where this creative adventure could lead, can I ask you to sign up here.
That said, I would recommend you do it today … because studies have found April 1st is the optimal day to get people to sign up to ‘research’ that is actually just some 80’s song lyrics from Foreigner, Guns n’ Roses and Queen.
Have a great day. I know I will.
Filed under: A Bit Of Inspiration, Advertising, Agency Culture, Attitude & Aptitude, Brand, Craft, Creative Brief, Creative Development, Creativity, Culture, Emotion, Football, Nottingham, Nottingham Forest, Sport, Wieden+Kennedy, World Cup
Once upon a time, Nottingham Forest were magic.
So magic, they were Kings of Europe. Twice in a row.
So magic, they had a song about it.
So magic, Adidas used them as proof of their football credentials in ads …
That team was amazing.
I even remember those boots.
But I must admit I don’t remember Adidas being the ‘science of sport’ – even though that is the most German sport tagline ever written – all I remember is that at my school, Adidas stood for All Day I Dream About Sex”.
Even though I probably didn’t even know what sex was back then,.
And while I still find it hard to accept my beloved team wore the football gear of the enemy – though I did try to get NIKE to sponsor them, once even including it as a recommendation in a strategy deck which was met by howling laughter – I accept it is nice to see at least one international brand recognised their incredible achievements.
But for all that, Adidas – and Nottingham Forest – will never beat Nike for this.
Still the best World Cup spot. Ever.
Unlikely ever to be beaten.
And trust me, we tried. Hard.
Which maybe says more about what clients want these days than creative ambition.
Maybe,
Putin’s evil acts in the Ukraine have obviously repulsed the World – even though, the World has contributed to this situation by their inaction over many years.
However it is the rise of conversations relating to nuclear war that has got everyone terrified.
I don’t mind admitting I have found it very triggering and it’s the most fearful I’ve ever been about another World War.
Of course, compared to the poor people in the Ukraine, it’s nothing – and that’s why they need our support and our commitment to making our governments responsible for righting wrongs and dealing with the Putin situation that actively enabled.
Nothing highlights the craziness of the times than this headline:
That this newspaper headline can exist again – in 2022 – is mindblowling. Almost as mind-blowing as the idea anyone can be ‘well prepared’ for a nuclear attack.
But while this ‘news’ should have put me in a terrified state, it actually managed to raise a smile because the reality is London goes to pieces when there’s an inch of snow so to suggest it could deal with an all out nuclear attack is actually hilarious.
So thank you Sadiq Khan for the smiles and fuck you Putin for the fear.
Filed under: A Bit Of Inspiration, Advertising, Attitude & Aptitude, Brand, Brand Suicide, Colenso, Creative Brief, Creativity, Culture, Effectiveness, Focus Groups, Honesty, Imagination, Insight, Marketing, Marketing Fail, Membership, Mischief, Perspective, Planners, Planning, Point Of View, Relevance, Research, Resonance, Strategy
When I was living in Shanghai, I met a young guy who said to me,
“I think the Chinese government are rock n’ roll”.
Given I couldn’t imagine anyone less rock n’ roll, I asked why they said that. To which they replied:
“You told me rock n’ roll was about doing whatever you want to do, regardless what other people think. That’s the Chinese government”.
Mind. Blown.
Never in a million years would I consider the Communist Party rock n’ roll … and now that’s all I can think. I say this because recently I had another of these moments.
It was when I read this:
How amazing is that?!
Now whenever I talk to my friends named Tim, I keep imagining them as a moth.
Which brings me to the point of this post.
If you don’t leave space for conversations and understanding, you will miss out on these little gems of opinion. These things that can make you look at subject in a completely different way. That can take you to different place with even bigger possibilities than you could imagine.
And yet we – as an industry – aren’t leaving space for this.
We actually think getting into the real world is a hindrance.
Too messy. Too much time. Too many opinions.
So we actually advocate building creativity and brands from a weird sort of recipe book.
Where equal parts questionable data, brand assets and self-serving logic come together to make something that looks like a cake but generally tastes bloody awful.
Because we’d rather follow what everyone else does than create something everyone else wants.
Valuing attribution more than change.
Oh don’t get me wrong, I get the importance of all these things.
I agree and value their role in brand building and creativity.
But as I wrote a while back, it’s utterly bonkers that as an industry, we value the condiments of the meal more than the steak.
Recently, someone called me irresponsible for demanding my team spend time meeting, talking, listening and understanding people from all walks of life.
They literally used that word: Irresponsible!
Now I don’t mind admitting there’s many things I could be accused of being irresponsible for, but valuing the role culture has in liberating creativity and possibility isn’t one of them.
No wonder society is so bored of what we do.
No wonder brands have had to reframe bribery as loyalty.
Or membership.
Because while we think we have all the answers, culture has the interesting.
Filed under: Childhood, Dad, Daddyhood, England, Family, Fatherhood, Happiness, Home, Jill, Love, Mum, Mum & Dad, My Fatherhood, Nottingham, Otis
Today would have been my parents 58th wedding anniversary.
Amazing.
And while the reality is Dad died 23 years ago and Mum 7, they had a good marriage.
Yes there were some hard times along the way.
Some that still hurt deeply when I think of them.
As is often the case, they were brought on by stress triggered by a lack of money, health issues and/or family bullshit they were pulled into.
But while there are some moments that I wish could be erased forever, I was brought up in a house of love and support.
Love for each other.
Love for me.
Love for us.
As I said at both my parents funerals, I never wanted for their support or compassion and it was only as I grew older that I realised how lucky I am for that.
The photo above was taken at the Nottingham Registry Office where they got married.
They’d been living in London but came to Nottingham to be closer to my Dad’s family.
They were only supposed to be there for a few years – but you know how it is.
I always thought that must have been hard for my Mum.
Don’t get me wrong, she liked Nottingham … but she was Italian, had moved to London for adventure but met Dad, fell in love and then found herself in the Midlands, even further away from her family.
I think when I came along, it may have helped because she wouldn’t have wanted to raise me in central London and so Nottingham probably became quite a good place then.
She stayed there for a long time.
A lot longer than she had lived in Italy.
We had talked – prior to her death – if she wanted to move back to Italy.
It was a real consideration.
Dad had died. Long term neighbours had died or moved away. Her sister was alone in the family home back in Guardiagrele.
But it didn’t happen and now her ashes, like Dad’s, are scattered over their beloved garden. The garden that was my family home and always will be, despite eventually selling the house.
I’ve written about how hard that decision was.
How conflicted I was when it suddenly became mine.
But I think they would be happy how I handled it. Plus I have a beautiful jar of soil from that house with me. And by selling the incredibly generous gift of their inheritance, I was able to buy our family home in the UK. A home with a garden my parents would absolutely approve of.
I still remember the bizarre moment Mum and I went to register Dad’s death and we realised it was in the same place as where they got married.
It had a weird closed circle to it.
Similar to the fact Mum died in the same hospital where I was born.
I miss them. I regret that I didn’t really talk to them about these things.
Part of that was because I thought I’d have more time to do it but alas, Dad fell ill when I was just 24. And then I kept moving countries.
But I’m very glad they got married 58 years ago today.
Because they gave me a childhood and a family that was as special as they were.
Happy Anniversary Mum and Dad. I hope you’re holding hands and laughing at the silliness and joy your son and his family get up to.
Rx