Strawberry Frog Cannes Workshop 2011
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WELCOME June 21, 2011
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Olé Pedersen, Patricia De Luca and Heather LeFevre presented this content at Cannes on June 21, 2011. The workshop was one of 20, selected from hundreds of entries as part of the festival conference. Participants learned the philosophy behind and practiced making cultural movements.
Transcript of Strawberry Frog Cannes Workshop 2011
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
AFP Pritt volta as aulas 252x11B.indd 1 1/5/10 6:32:39 PM
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
