WELCOME

June 21, 2011

CULTURAL MOVEMENTS: IN BRIEF

OUR DEFINITION:

“An organized community of passionate advocates who rally around an idea on the rise in culture to bring about change”

GREAT MOVEMENTS: NOT A LOT IN ADVERTISING

Civil Rights

American Revolution

Green Movement

Gay Rights

Anti-war Movement

Counter-Culture Movement

CULTURAL MOVEMENTS:INSTINCTIVE BEHAVIOR

WE ARE SLAVES TO OUR EMOTIONS

“Reason is and ought only be the slave of the passions, and can never pretend to any other office than to serve and obey them”

David Hume, Philosopher

WE ARE SOCIAL ANIMALS

“The most powerful motivator of our personal behavior is our longing for connection with one another”

Tina Rosenberg

“Man is by nature a social animal”Aristotle

WE HAVE A NEED TO BELONG

EXERCISE

CULTURAL MOVEMENTS:GATHERING

FORCE

MOVEMENTS ARE ABOUT CHANGE

“More than half the human race is under 30. They’ve never known life without the Internet”

MOVEMENTS ARE FUELED BY TECHNOLOGY

MOVEMENTS ARE THE NEW SOCIAL HUBS

MOVEMENTS HAVE A PURPOSE

MOVEMENTS ARE NOT ABOUT YOU

“If you talked to people the way advertising talks to people, they’d punch you in the face”

Hugh MacLeod

MOVEMENTS ARE PARTNERSHIPS

MOVEMENTS ARE A DELICATE “SCIENCE”

CULTURAL MOVEMENTS:YOUR

BRAND

WHY

HOW

WHAT

FIND THE TRUTH IN YOUR BRAND

MINE CULTURE FOR RISING STRAIN

TWO WORLDS COMING TOGETHER

LIGHTING THE SPARK

TRADITIONAL ADVERTISING vs. MOVEMENT MARKETING

PARTICIPATION

INTERRUPTION

TALKING ABOUT YOURSELF

CONNECTING WITH OTHERS

STARTS FROM THE PRODUCT

STARTS FROM THE BRAND PURPOSE

FUNCTIONALITY

VALUES

INDIVIDUAL

COLLECTIVE

CASE STUDIES

How do you spark a movement?

SOME PRINCIPLES

1. START WITH YOUR BRAND TRUTH AND IDENTIFY AN IDEA ON THE RISE

Why does your brand exist today?

What is going on today in consumer culture that makes your brand more or less culturally relevant?

What role does it or could it play in culture?

What idea in culture could it champion?

2. CATALYZE THIS INTO A SHARED CULTURAL GOAL OR ETHOS

To make Americans rethink dumb, mindless consumption

To bond parents, children and teachers through character-building creativity

To turn male bonding moments into community improving initiatives

3. ACTIVATE THE BRAND IDEA, NOT JUST BROADCAST IT

Movements are more than messages.

What do you want people to DO as a result of your idea?

What assets can you create that:

i. Allow your community to participate in this idea?

ii. Demonstrate that your brand is doing something, not just talking about it?

3. ACTIVATE THE BRAND IDEA, NOT JUST BROADCAST IT

To make Americans rethink dumb, mindless consumption

To bond parents, children and teachers through character-building creativity

To turn male bonding moments into community improving initiatives

Action: send pictures of dumb things

Action: donate beer caps

Action: participate in school’s lives

4. USE BROADCAST AS A

MEGAPHONE FOR YOUR

MOVEMENT

4. USE BROADCAST AS A MEGAPHONE FOR YOUR MOVEMENT

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5. PROVOKE / IGNITE A SENSE OF COMMUNITY AND CAUSE

How can you create or leverage existing communities?

What powerful symbols and iconography can you you create to catalyze your efforts and make people feel part of the community?

How can these members see their tangible actions in the movement?

6. ENSURE THE

MOVEMENT IS ALWAYS

ON AND FOSTERS CO-

CREATION

LET’S MAKE A MOVEMENT

An idea on the rise in need of a brand

A movement idea for an FMCG brand

A successful brand that could be made even better

THREE MOVEMENT IDEAS

CAVEAT

THE CRUX OF THE CHALLENGE

What is the real problem – the key question we have to answer?

THE BRIEF

THE BRIEF

THE INCITERS WHO FAN THE FLAMES

Who will stir, encourage, urge on, stimulate, arouse or prompt action? Pithy and evocative title description of our inciter target.

A rising cultural tension – aspiration vs villain – and the key insight into why it matters so much to our target.

The cultural arena where they play, congregate, debate, share, opinionate, where conversations around this cultural trend are taking place.

TALK VALUE

What is remarkable about our brand – why will they talk about this idea/experience?

THE BRIEF

SPARK

What experience/idea will kindle their passion; surprise them, challenge them, fuel interest and conversation?

#1

Idea on the rise:A Movement Movement

BRAND #1

Life is movement. Movement is a basic characteristic of all life. Movement nourishes the body, activating and strengthening it, inside and out. HÅG understands the art of creating movement as you sit.

THE BRIEF

THE CRUX OF THE CHALLENGE

How can HÅG create a movement movement that starts at your desk?

THE BRIEF

THE INCITERS WHO FAN THE FLAME

Free-spirited desk dwellers.

The office is not a gym.

Procrastination places: Twitter, Facebook, Email, Blackberry, Toilet, Kitchen.

TALK VALUE

How can a chair make you move?

Honesty: making good chairs isn’t enough.

HÅG’s philosophy: a passion for movement.

Sitting increases risk of death, obesity, disease.

The 30 minutes of recommended activity a day is not enough.

We spend more time sitting at a desk than lying in bed, 9.3 hours compared to 7.7 hours.

Do you spend more on your bed than your chair?

THE BRIEFSPARK

Sitting is killing you.

#2

"continually creating ways to keep your hair looking undeniably fabulous"

IDEA ON THE RISE

age

hairlength

age

hairlength

VS.

age

hairlength

VS.

Idea on the rise: Doomed to have Mom hair

THE BRIEF

THE CRUX OF THE CHALLENGE

How can John Frieda convince women to stop giving in to ‘mom-hair’?

THE BRIEF

THE INCITERS WHO FAN THE FLAME

Tress Revolutionaries.

Long hair is not appropriate for grown-ups.

Hair salons, girlfriend trips, book club, Facebook, among daughters and mothers.

TALK VALUE

Those aged over 65: 60% of them feel younger than their age.

Short hair is the new mum jeans.

Older women are feeling pressure to cut their hair short.

John Frieda’s products protect long hair.

Product line for hair repair and frizzy hair.

THE BRIEFSPARK

Wear your hair long.

#3

“Giving people the power to share and make the world more open and connected.”

70% of users outside the United States

500 million active users

700 billion minutes per month on Facebook

44,798,032 people like this

IDEA ON THE RISE

#4 I wish I had stayed in touch with friends

#4 I wish I had stayed in touch with friends

Idea on the rise:Keep your friends close

#4 I wish I had stayed in touch with friends

THE BRIEF

THE CRUX OF THE CHALLENGE

How can we get friends to view Facebook as the path to deeper relationships?

THE BRIEF

THE INCITERS WHO FAN THE FLAME

Connection seekers.

Facebook is all pokes from strangers.

Real-world meet-up places: Bars, restaurants, gyms. Encourage connection on Facebook itself.

TALK VALUE

Positive psychology findings: relationships are key to a happy life.

Real moments combined with digital moments can strengthen relationships.

Top regret on a death bed: not staying close with friends.

Friends don’t make themselves.

Focus on three relationships a week.

THE BRIEFSPARK

Don’t die old and lonely.

LET’S MAKE A MOVEMENT

An idea on the rise in need of a brand

A movement idea for an FMCG brand

A successful brand that could be made even better

THREE MOVEMENT IDEAS