Lions：2023年创造力研究报告

“Creativityisatacrossroads.Withtheriseoftechnologyanddata,marketersareexpectedtobemoretacticalandexactineverybrandaction,howeverbold.Andboldcreativityrequiresguts.Inthecomingyears,we’llseehowdata,technology,andgutsfallintobalance.”

BRANDMANAGER|FOOD&DRINKSECTOR(US)

StateofCreativityStudy2023

2

EXECUTIVE

SUMMARY

SPENCERFOX

VP,LIONSADVISORY

SpencerF@

Whatadifferenceayearmakes.

Our2022StateofCreativityreportfoundcreativityinflux;pressuretoproducegreatcreativityatspeedwasmadeworsebyatalentwarandthechallengeofconvincingstakeholdersoftheneedtoinvestincreativity.

Thisyearseesmuchhigherconfidenceincreativity.

Thereisarealdesiretodeploygreatcreativityforgrowth,butasensethatuncertaintyisholdingusback.

Thepressingissuesthisyeararemacro-globaluncertaintyhasputdownwardpressureonbudgets.Creativesandmarketersarehavingtoworkharderthanevertoprovethevalueofcreativity.Mostimportantisdemonstratingaclearlinkbetweencreativityandcommercialoutcomes.

Ontheplusside,creativityhastheinterestoftheC-suite.ThereisacalltobringtheCEOandCFOinontheconversationandprovetothemthevalueofinvestmentincreativityandhowitcanpowergrowth.

Inthisthirdeditionofthestateofcreativitystudyyou’llfind:

1.Insightsfromoursurveyofover2,400creativesandmarketers

2.Keytrendsonhowtoleadwithcreativity.

Learningfromthosedoingwell,suchashowto:

BuildahappyrelationshipwithAItoamplifyhumancapabilities;

Balancethelongandtheshortbybuildingbrand-buildingdevicesintoshort-termactivations;

ForgedeepercollaborationswiththecreatorcommunityInstillbestpracticeapproachesacrossthemarketingorganisationwhichsetfirmfoundationsforgreatcreativitytoflourish.

ThisreportisbroughttoyoubyLIONSAdvisory,ateamwithintheLIONSbusinessdedicatedtosupportingbrandswithcreativetransformation.Wehelpcompaniesbuildthefoundationsforcreativeexcellenceandeffectiveness,andsettheconditionsforcreativitythatwinsawardsandfuelsgrowth.LIONSAdvisoryhasworkedwithabroadrangeofrenownedglobalbrandsacrossdifferentcategories.

Wehopeyouenjoythisreport,it’sfilledwithexamplestakenfromTheWork,aplatformwitheveryCannesLionsentrysince2001.We’dlovetohearfromyouifyouhaveanyideasorwouldliketodiscussthefindingsfurther.

What’sontheirminds,what’sinfluencingthestateof

creativityintheirworldsandwhattheyaredoingtouse

creativitytobesteffect.

StateofCreativityStudy20233

REPORT

CONTENTS

TheindustryinnumbersP.5SentimentstodayP.7ThetrendsP.8Action1:Amplifyhumancreativitybyco-creatingwithAIP.10Action2:Injectmorebrand-buildingdevicesintoyourshort-termactivationsP.17Action3:CollaboratemorewiththecreatoreconomyP.26Action4:EnhancecreativitywithstructureP.34FinalthoughtstartersP.40FurtherreadingP.41

LIONSMethodology

InDecember2022,weconductedaglobalsurveywhereweaskedmore

than2400marketers,creatives,mediaowners,techspecialistsandcreativeeducationbodiesfrom102differentcountriestheirbiggestchallenges,opportunitiesandprioritiesfor2023.

Supportedthroughoutbyinsightfromcreativeleadersand

Lion-winningbrands

StateofCreativityStudy20234

StateofCreativityStudy20235

numbers...

The

stateof

todayin

creativity

Whatthecollectiveresponsestellusonyourchallenges,

opportunitiesandprioritiesforcreativity

Biggestexternalchallenges

54%Risinginflationandcostofliving

Mediaandaudiencefragmentation

47%

Understandingchangingconsumerhabits

45%

Andinternalchallenges

Downwardpressuresonbudgets

50%

47%

Demonstratingthelinkbetweencreativityandbusinessgrowth

Convincingstakeholderstoinvestincreativity

45%

Atagloballevel,macroeconomicpressuresandtheimpactonbudgets,alongwithaheightenedfocustodemonstratethelinkbetweencreativityandbusinessgrowth,arethebiggestchallengesfacingthecreativecommunitytoday.

Onaregionallevel,theviewisslightlydifferent.InNorthandCentralAmerica,therecessionisslightlylesskeenlyfelt-changingconsumerhabitsarethebiggestconcern.

InAsia,thebiggestexternalchallengeismediaandaudiencefragmentation.Europeseesthehighestproportionofpeoplecitinginflationandthecostoflivingcrisisasthebiggestexternalchallenge(56%).

StateofCreativityStudy20236

Towhatextenthastheprospectofrecessionimpactedyourbudgetforcreativeinvestment

Reducedby75%

numbers...

ateof

todayin

creativity

Impacttocreativeinvestmentbudget

3%

2%

Reducedby50%

Reducedby25%Stayedthesame

Increasedby25%

Increasedby50%

Increasedby75%

BRAND

CREATIVEPARTNERS

60%ofrespondentssaidtheywillseeareductionofcreativeinvestmentbudgettosomeextent.25%saiditwillstaythesame,withonly14%seeinganincrease.

12%

16%

38%

43%

30%

24%

12%

7%

4%

4%

1%

2%

Priorityforcreativeinvestments

Whilstbrandleadersstatetheyareprioritisinginvestmentinthecustomerjourney,creativepartnersbelievebrandleadersareprioritisinginvestmentintargetedpromotionsandactivationstodrivesalesuplift.

BRAND

CREATIVEPARTNERS

Targetedpromotions/

activationstodrivesalesuplift

44%49%

Enhancingthecustomer

journeyandbrandexperience

67%42%

words...

“Toofocusedontech,notenoughonart”

Thenextdecadewillbeaboutbalancingtechwithart.Thereisalotofhypearoundtechnologyanditsimpactoncreativity,butratherthanseeoneasmorecriticalthantheother,thereismorevalueinseeingthepowerofthetwotogether.

“It’snolongertechnologyvs.creativity...technologyandcreativitymustbelinkedfortruecreativityandimpact.”

SENIOREXECUTIVE|AGENCY(CANADA)

Youtoldus“whenhiringpeoplewhocode,wemustnotforgettoalsohirecreatives”.Keepthebalancebetweenmindandmachine.

“Newtechnologyhasgivennewboost/inspirationtocreativity.Itextendstheboundaryandimaginationforcreativity.Thenewchallengeisonhavingtherighttalentsandteamswhocanmasterthenewskillandblendwiththetraditionalcraftofstorytellingandbrandexperiencebuilding.”

SENIOREXECUTIVE|AGENCY(ASIA)

todayin

“Wantingtogrow,butlimitedbybudget”

Thehugepotentialofthecreativeindustrytookcentrestageinresponsesthisyear,butoptimismwasoftenoffsetbydoubt.

Respondentsquestionedwhethertheindustrycouldreachitsfullpotential,sayingit’s“limitless,butlimited”.Buttofostercreativity,wemustseetheseconstraintsasopportunities,notlimitations.

Weneedtousesmallbudgetsasacatalystforcreativity,awaytolookatchallengesindifferentwaystofindnewsolutions.70yearsofawardwinningworkhastaughtusthatcreativityisfoundattheedges,andconstraintsarewhatpushusthere.

Asonerespondentputit,theindustrymaybe“challengedbydecliningbudgets,butitismore importantthaneverbecauseofdecliningbudgets”.

creativity

Tsteof

Benefitingfrommore“cross-functionalcollaborativeteams”

Thesurveyrevealedapositiveshifttoward“greatercollaborationoutsidethecreativedomain”,

withmanypraisingitsimpactoninnovationandproblemsolving.

“Weareencouragingcollaborationandopenmindednesstoworkwithgroupsand

Thisisaneffectiveroutetomorediverseideas.Joint

researchfromDeloitteDigitalandLIONS

revealedthatoneofthekeyelementsofsuccessfulcreativebusinesstransformationisfinding“hidden”creativesfromunlikelysources—notjusteveryemployeeacrossthebusiness,butalsoexternalpartners,suppliers,andcustomers.

MIDDLEMANAGER|AGENCY(IRELAND)

peopleoutsideofthecreativeteam”

7

StateofCreativityStudy2023

TREND

2

Elevate

Short-termTactics

TREND

TREND

CommunityCollaboration

3

TREND

4

ProcessforProgress

DETAIL

DETAIL

DETAIL

DETAIL

ACTION

Injectmorebrand-buildingdevicesintoyourshort-termactivations

ACTION

Enhancecreativitywith

structure

ACTION

Collaboratemorewiththecreatoreconomy

ACTION

TopTrends

Resultsofourresearchfindthatsynergismwillbethedrivingforcebehindgroundbreaking

creativityoverthenextfewyears.Hereweuncoverfourofthemostpowerfulalliancesthat

emergedfromthesurvey.

1MindmeetsMachine

Forcreativitytoflourish,leadersandemployeesneedtools,methodsandtraining.Fromcollaborationacrossteamstomakingtimetocelebratesuccessandlearnfromfailures,thebiggestLionwinnersshowusthateverycreativejourneyrequirescommitmenttoacreativestructureandprocess.Inthissection,youwilllearnhowtoturnspecificstructuresandprocessesintocreativeeffectivenessandgrowth.

“[Clients]arebettingonshort-termstrategieswhilstmaintainingbrandessence”.Asrisinginflationandthecostoflivingbite,almosthalfofrespondents(48%)areprioritisinginvestmentintargetedpromotionstodrivesalesupliftabovebrand-buildingandcustomerexperience.Asshorttermdemandsgrow,you’reasking:whatshort-termcreativeapproacheswillalsobenefitbrandsinthelong-run?

Downwardpressuresonbudget(citedby50%asthebiggestinternal challenge)areleadingtoresourceful creativity.Addedtothis“paidmediaon social”gleanedthehighestratingfor“bestvalueformoney”.It’snosurprise thenthat74%ofbrandsand64%of creativepartnersarechoosingto“workwithcontentcreators”in2023.Popularityforthebigsocialplatformsis inthemix;sohowshouldyouengage incommunitybuildingviathecreatoreconomythisyear?

“AsAIsurges,creativityisneededmore

thanever”.

65%ofrespondentscitedAIasthemost

importanttechtrendin2023,andmore

thanathirdofrespondentsplanto

experimentwithsignalbasedmarketing

throughAI.LionwinnersshowAI

enablinghyper-personalisation,and

creativityatscale.

Thebigquestiononeveryone’smindis

“Howcanweharnessitspowerrather

thanbethreatenedbyit?”

Amplifyhumancreativitybyco-creatingwithAI

StateofCreativityStudy2023

8

YOURNEXT

STEPS

Howtoleveragethesynergiespowering

creativeimpact

StateofCreativityStudy20239

human

Amplify

creativitybyco-creatingwithAI

AIdominatedresponsesinthesurveythisyear,with65%ofbrandsandagenciescitingitthemostimportantemergingtechfor2023.AccordingtoGartner,by2025,10%ofalldataproduced,and30%ofalloutboundmarketingmessagesfromlargebrands,willbefromGenerativeAI.

Manywelcomeitsefficiencies;

“AIisplayingamuchbiggerroleinthefieldofcreativity.Itisusedmoreandmoretoenhancecreativityasitprovidesnewtoolsandplatformsthatmakeiteasierforpeopletobecreative”.

1

Othersworryitwilldamagecreativity;

“WillAIgenerationkillthecreativeindustrythroughChatGPT,Dalle-EandalltheotherdailyappearingAItools?”.

OurrecommendationistocautiouslyembraceAI.Mindandmachineshouldn’tbean“either-or”inthecontextofcreativity.Thebestideascomefromthecrossroadsofcreativity,technologyandhumanity.

AsthelateAuthorKenRobinsonsaid,imaginationandcreativityarewhatfundamentallysetusapartfromanythingelseonearth.Fornow,thatstillincludesAI.Successwillcomefromcombiningtheattributesthatsetusapartfromtechnology,withthosethatsettechnologyapartfromus.

StateofCreativityStudy202310

Youtoldus…

“CreativityisatriskofcompetingwithAI,socreativesshoulddefinewhatmakesthemascreativehumanbeingsdifferentfromAI,whatuniqueskillstheyhavethatcannotbereplacedwithAI.”

MARKETINGMANAGER|BRAND

StateofCreativityStudy202311

Yournextsteps

Enhance

creativeagility

SPEAKINGINCOLOR

|SHERWINWILLIAMS

2022

i

.

“AIisplayingamuchbiggerroleinthefieldofcreativity.Itisusedmoreandmore

toenhancecreativityasitprovidesnewtoolsandplatformsthatmakeiteasierfor

peopletobecreative.Itdramaticallyreducedthetimeandeffortneededto

generatenewideasorconcepts.”

DIRECTOR|AGENCY

AIoffersthecreativeindustrymoreagility,a‘luxury’youhavebeenaskingfor.Lastyear,you

toldusthatmundanetasksareeatingintoyouropportunitiestogetcreative.Itisnowan

optiontousethetoolswehavebeenanticipatingtofreeupmoretime.

TaketheCreativeB2BLionsGrandPrixwinnerbypaintcompanySherwin-Williams.

SpeakinginColor

isanAI-poweredpainttoolforarchitectssotheycancreatecustom

coloursthroughvoice.

WUNDERMANTHOMPSONMINNEAPOLISGRANDPRIXCREATIVEB2BLIONS

Speakingthewords“drinkingchampagneontheFrenchRivieraatsunset”triggersthe

technologytosearchmillionsofimagestofindtheexactcolourinyourhead.

Thistoolcanturnhoursofmanualworkintoseconds.Butit’sstillreliantonhumanideasand

imaginationtowork.ItpresentsabalancedwaytobringAIandhumanstogether-usingtech

toenhanceproductivity,notremovecreativity.

StateofCreativityStudy202312

Yournextsteps

ii.

Scalethroughhyper-personalisation

Deepfakesareshapingcreativeexperiences.

Althoughsyntheticmediacansparkethicalconcern,Lion-winningworkhasshownpromisingapplicationsthatdelivercost-effective,high-quality,highlypersonalisedandscalablecreative.

CadburyCelebrationstookhyper-personalisationtoanewlevelbyallowingsmalllocalbusinessestomakeIndia’sbiggestcelebrity–ShahRukhKhan–itsownbrandambassador.Anyonecouldrecreatehisfaceandvoicetopromotetheirbusiness.

ItdemonstrateshowAIcanbeappliedasatooltopowerahumanidea.Andhowbrandscannowventureintonewspacesthatallowforpersonalisationatscale.

Consideraworkingenvironmentthatencouragesthesharingofunimaginablecreativity.AndcollaboratewithexpertsacrossthebusinessandexternallytoseehowAIcanhelptomakethemhappen.

SHAHRUKHKHAN-MY-AD

|CADBURY’S2022

OGILVYMUMBAI

TITANIUMLIONS

StateofCreativityStudy202313

Yournextsteps

iii.Shareyoursolutions

“IntheirapplicationsofAI,brandsweretryingtostretchbeyonddrivingtheirownbusinessimpact:theywereactuallyinvestinginnewapproachesthatotherbrandscouldalsoreplicate.Therewasarealgenerosityemerginginthework.”

ROSIECOLLINS

HEADOFSTRATEGY|BBHLONDONCREATIVEEFFECTIVENESSJUROR2022

Generositywasanemergingthemeinjuryroomslastyear.Jurorsacrosstheboardparticularlypraisedthesharingofsolutionsthatrepairfractionsinsociety.

ProjectUnderstood

empoweredpeoplewithDownsyndrometoteachGoogleAssistanttorecognisetheirvoicemoreaccurately.ThepartnersthenpresentedtheirfindingsattheUN,tohelpothertechcompaniesmaketheirvoicetechnologymoreaccessible.

Considerhowyoucanworkalongsideorcollaboratewithotherorganisationsorcompetitorsformutualbenefit,growthandtohelpsolveanenvironmental,societalorculturalconcerntogether.

PROJECTUNDERSTOOD

|CANADIANDOWNSYNDROMESOCIETY2022

GOLDCREATIVEEFFECTIVENESSLIONS

StateofCreativityStudy202314

FCBTORONTO

StateofCreativityStudy202315

Thinkabouthowco-creatingwithunderrepresentedcommunitiescanstrengthentheimpactofyourAI-drivensolutions.

toscaleupthosesolutions.

Yournextsteps

Bringpeopleandtechtogetherformoreequitablesolutions

PROJECTCONVEY

|COXCOMMUNICATIONS2022

iv.

AI-poweredtoolscanhelptodemocratiseexperiences.

ProjectConvey

usesAItohelppeopleontheautismspectrumbetteridentifynon-verbal

socialcues.Ittranslatesemotionintoanemoji,allowingsomeonewithautismtobetter

understandtheconversation.Thissolutionwastheresultofapowerfulcollaborationbetween

creatives,peopleontheautismspectrumandtechnology.

180LA,LOSANGELES

TITANIUMLIONS

“Thecommunityoftenusesthephrase“nothingaboutuswithoutus”.Weteamed

upwithaspecialistautismdoctorandamediaartsschoolforpeopleonthe

spectrum.Theyhelpedusdesigneverythingfromthecolourstothemovementof

theemojis.”

MIKEBOKMAN

EXECUTIVECREATIVEDIRECTOR|180LA

Onethingtodotoday:

ViewAIasyourcreativityco-pilot.Embracetheproductivitytoolsthatfreeuptimeforcreativeproblem-solving,thenuseAI

GOLDDIGITALCRAFTLIONS

FCBNEWYORK

1

2

Lion-winningtechniques

Yournextsteps

Chooseyourpartnerswisely.

Talkingaboutcreating

McEnroevsMcEnroe

,AlexAbrantes,GroupCreativeDirectoratFCBNewYork,saidthis:

“Chooseyourpartnerscarefully.Therewillbemomentswhenthingswon’tgowell.You’llbefacedwithsituationswhereyou’lleitherpointfingersorholdhands.Luckily,wehadtherightpartnersandeverybodywasworkingtowardsthesamegoal”.

UseAItohelptosolvebusinessproblems.

ThePreventionGrid

implementedmachinelearningandAItoseethegridinrealtimeandanticipatewildfirerisks.Thisoperationalinnovationhaschangedthewaywemonitor,maintain,andrepairthepowergrid.

MCENROEVSMCENROE

|ABINBEV2022

FCBNEWYORK

GOLDDIGITALCRAFTLIONS

THEPREVENTIONGRID

|SOUTHERNCALIFORNIAEDISON2022

DELOITTEDIGITALNEWYORKGOLDCREATIVEBUSINESSTRANSFORMATION

StateofCreativityStudy2023

16

Inject

morebrand-

buildingdevices

intoyourshort-term

activations

2

Therisingcostoflivingandinflationisthemostsignificantchallengeforbrands

andcreativepartners(54%).Andtheknock-onimpactonbudgetsiskeenlyfelt.

60%ofrespondentsexpectareductionof25%ormoretomarketingbudgets.

Thepressureisontoberesourcefulwiththatbudgetandproveitsvalueinthe

short-term.60%ofrespondentsinthissurveywillprimarilyfocusonshort-term

activationsthisyear.

ItgoesagainsttheoptimumsplitforUK-basedmarketingeffectivenessthatPeterFieldandLesBinetadvocate(onaverage60%intobrand-building,40%intoshort-termtactics).However,it’sarealitymostmarketersarefacing.

Newresearchshowsthatbrandsbenefitfromincludingfeaturesoflonger-term

brand-buildinginalltheiradvertising.Sohowcantheindustrybemorecreative

withitsapproachtoshort-termmarketing?

“In2023,creativitywillonceagainbechallengedbythosewhode-

mandmoreshort-term,sales-orientedwork.Andthebrandswho

comeoutontopwillonceagainbethosewhodaretofocusonauda-

cious,long-termbrand-buildingcreative.”

MIDDLEMANAGER|BRAND(SWEDEN)

StateofCreativityStudy202317

1.Targetedpromotions

2.Enhancingthecustomerjourney

3.Brand-building

Brand-buildingwasknocked

outoffirstplacethisyearas

morepeoplefocustheirinvestmentontargetedpromotions.Targetingiseffectiveintheshortterm,butitneedstobebalancedwithbrand-buildingtogeneratefuturedemand.

Youtoldus…

Weaskedwhereyouwillbeprioritisingyour

creativeinvestmentsin2023,andyoutoldus

this…

45%

Brand-building&awareness

Customerjourney&brandexperience

48%

Targetedpromotions&activations

48%

Improvingthecommerceexperience

27%

Re-shapingandlaunchofnewproductsorservices

30%

Other

5%

Fortunately,brand-buildingisstillatoppriorityformany.Butthefallfromfirsttothird-

althoughnosurprise-issignificant.WARCandKantar’srecent

CreativeQualityReport

advisedbrandsto‘buildcomponentsintoallofyouradvertisingthatcanworktobene-

fitbuildingfuturebranddemand,regardlessofsingularobjectives’.

Recentfindingsreinforcetheneedtoavoidoverinvestmentinshort-term

activations.Instead,weshouldbelookingathowtostrengthenshort-termactivations

withbrand-buildingdevices.

Actionpoints:

Synchronizeyourshortand

long-termmarketing

Injectmorebrand-buildingdevicesintoshort-termactivations

StateofCreativityStudy202318

1

2

Synchronizeyourshortandlong-termmarketingactivity

Withouttheoptiontoshiftinvestment,theneedforsynergygrows

stronger.BrandslikeDovedemonstratethepowerofatwo-pronged

approach.Itsynergisesitsstrategy;foreverybrand-buildingcreative

thatprovokesanemotionalresponsearoundself-esteem,itreleasesa

product-basedandbenefit-drivenad.

“OneofDove’ssuccessfactorsacrosstheyearshasbeenitsabilitytoorchestrateacomprehensivecommunicationarchitecture–atermthathassomehowbeenlostintoday’smarketers’glossary.

It’sbalancinghighlypersuasiveproductfocusedcommunicationswithpowerfulemotionalcontent,bothabletobuildthebrandequityandbusinessresultsintheshortandinthelongterm.

Thefirstbydrivingfunctionalsuperioritycredentialsandthesecondonebybuildingauniqueemotionalconnectionwiththeviewers.

It’sthesynergybetweenthetwothatmakesthemagic.”

ALESSANDROMANFREDI

EXECUTIVEVICEPRESIDENT|DOVE

StateofCreativityStudy202319

Synchronizeyourshortandlong-termmarketingactivity

DOVEMASTERBRAND|UNILEVER

Powerful

emotionalcontent

Dovecreatedafilmthatexposedthemanipulationofthefemaleimageinthemedia.Theobjectivewastoencouragediscussionaroundthesubjectofrealbeauty.

DOVESELFESTEEMFUND|UNILEVER2007

OGILVYBRASIL,SAOPAULO

‘RealBeautySketches’tookthe

TITANIUMGRANDPRIX&

INTEGRATEDGOLDLIONS

TitaniumGrandPrix

forinterrogatingwomen’sperceptionsoftheirown

beautyversusthoseofstrangers.

DoverepeatedmessagingonInstagramtoyounggirlsencouragingthemtoseethattheonlylikesthatmatterareforthemselves.

Dovelaunched‘TheAdMakeover’,empoweringwomentodisplacenegativeadsonFacebookwithpositivemessages.

DovelauncheditsRealBeautycampaign

OGILVY&MATHER,TORONTO

GRANDPRIXCYBERLIONS

2006

2013

2004

2008

2012

2015

Dovelaunched‘

LoveYourCurls

’aswellasbenefitmessagingaroundmanyotherproduct features.

LOVEYOURCURLS|DOVE

Dovewaspromotingitsinvisibledeodorant,curlyhairproductsandmore.

Atthesametime,Dovewasdrivingitsfunctionalsuperiorityacrossmarkets,includingpromotingitsdeodorantsmainbenefit:notleavinganywhiteresiduesonblackclothes.

Dovewaspromotingspecificproductfeaturesacrossmarkets-likeproductsforhairlosstowomeninMalaysia.

Dovepulledbackonbrand-building.

Persuasiveproductfocused

communications

Source:LIONSAdvisory&TheWork

OGILVYPARIS,PARIS

Dovejuxtaposedthebeautyof

front-linehealthcareworkers’

courageousactsagainstimages

ofthemattheendoftheirshifts,

whichwouldnottraditionallybe

consideredbeautiful.Indoingso,

itredefinedbeautyassomething

youdoandnothowyoulook.

2021

COURAGEISBEAUTIFUL

|DOVE

REVERSESELFIE

|DOVE2022

GOLDPRINT&PUBLISHINGLIONS

2020

Doveinstalleda

weather-sensitive

digitalbillboardin

TimesSquare,New

York,inAprilto

promoteitsbody

wash.

2015

StateofCreativityStudy202320

Dovelaunched

‘

Changethe

Rhyme

’.The

campaign

challenged

audiencesto

re-writedefinitionsofbeautybypenningalternativeversionsofafamousrhyme.

‘ReverseSelfie’highlightedthedamageofretouchingapps.Itshowedthereversalofthetoxicpracticesretouchingapps

Productcampaignsrunningacrosstheworld,includingpowerfulcommunicationsaroundAfrohaircare.

Unilever,theglobalFMCGcompany,withbrandsincludingDove,isleaningonstrongbrandequityaspricesrise.

usetomanipulatetheimagesofyoungpeople.

2022

OGILVYLONDON

GRANDPRIXINDUSTRYCRAFTLIONS

2016

2021

OGILVYLONDON

Yournextsteps

TakeabiteoutofSnickers’playbook

HUNGERITHM

|SNICKERS

2016

i

.

Snickers’‘You’reNotYouWhenYou’reHungry’hasbeeneffectiveasabrand-buildingmessage

inmass-reachmedia,butalsoasawaytotriggershort-termsalescampaignsspecifictolocal

markets.

Aspartofthislong-standingcampaign,Snickersreleased‘Hungerithm’inAustraliatoelicit

amoreimmediatepurchasingresponsefromconsumers.Thiswasabespokealgorithmthat

droppedthepriceofbarsastheinternetgot‘hangrier’,triggeringa67%year-on-yearincrease

duringthepromotionalperiod.

Thisshowshowacreativeapproachtopromotionsthatalignswithbrand-buildingcaninspire

salesspikesandbenefityourbusinessinthelong-run.

CLEMENGERBBDOMELBOURNEBRONZECREATIVEEFFECTIVENESSLIONS

StateofCreativityStudy202321