Scribbles.
I love it when a campaign takes the shape of a documentary. When I see a commercial or video that is expanding on, explaining, or celebrating an action, rather than just an idea or an association, it tells me something meaningful about what a brand stands for.
My mother always told me that change and growth are shown, not told.
This doesn’t just mean campaigns focused on social responsibility, or the narrative of a specific spokesperson. Show me what you do, and make me care about that. What you do, not who you are or how you want to be interpreted.
The easiest narrative to create is one that is focused on practices, on actions, rather than on associations. And in the current, authenticity-obsessed environment, an action-focused narrative confers a sense of honesty and ‘realness’ that is hard to achieve with even the most well-produced montage of sports heroes being victorious, or attractive young people looking cool.
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