High Five: The Bold and Brave
I am fascinated by ideas that show companies have a brand, not just a product. Against the monotony there are some antidotes, and one of them is courage. We see this in provocative ideas presented in different formats, from the most traditional to the famous artificial intelligence that has been applied in various ways in everyday life. In my opinion, having the courage to speak about sensitive topics, support causes that were previously considered unconnected, and co-create with other more daring brands is one way to improve client results. Consumers have evolved into individuals who are increasingly demanding about a brand's posture, commitment, purpose and consistency with its message. With so much information available at all times, being relevant to the audience is a matter of survival. Among the many incredible works we see around the world, I have selected some that provoke change, based on culture, audience knowledge and technology, among other things...
Nike - 'Dream Crazy'
Agency: Wieden + Kennedy Portland
This Nike advertisement redefined the brand's purpose beyond athletic excellence, emphasising moral excellence as well. By using the 'Just Do It' slogan to promote positive impact on the world, it resonated with generation Z's values and helped expand Nike's reach. A powerful gesture that inspires us to push beyond our limits.
Change The Ref - 'The Lost Class'
Agency: Leo Burnett Chicago
Production: Hungry Man US
Director: Bryan Buckley
On June 4th 2021, the agency invited former NRA president, David Keene, and prominent economist and gun advocate, John Lott, to speak at the graduation of James Madison Academy, a fictional institution we created. As Keene and Lott took the stage to face 3,044 empty chairs, each representing an aspiring graduate of the class of 2021 who lost their lives to gun violence, they were forced to face the consequences head on. Guns are not only a problem in the US. We know that, but it takes courage to talk about it while other people love the object in the same country.
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Burger King - 'Moldy Whopper'
Agency: DAVID x Publicis x INGO
Post: MPC
A change in people's behaviour, a product change, and competitors being forced to respond to an idea that questions what each of them has been doing to produce better products, obviously without the use of artificial preservatives.
Google - 'Real Tone'
Agency: GUT Miami
It is not a recent issue that an old problem in the universe of photography exists. For a long time, black people seemed washed out or artificially too bright or dark in photos. Google had the courage to talk about it and solve this issue that goes beyond the release of a product. In this project, we have behaviour, society, inclusion and numerous other important layers.
AnNahar Newspaper - 'The Elections Edition'
Cultural tension is an opportunity for brands to reinforce their values. We have a nice example here of how to do this by listening to the wishes of the audience.
