Trying to solve big issues are great and all, but not every campaign can try to save the world. Maybe you don’t have the time or the budget for it. Maybe your product or your brief is just not the right type for something too serious. What you need to find instead…is a small problem.

Most products have minor inconveniences that consumers must live with. Finding a way to even temporary addressing such inconvenience would usually net you some nice results in term of both word-of-mouths and engagements. Not only would acknowledging those inconveniences demonstrate how much the brands ‘get’ the consumers, people are also likely to engage with campaigns that try to make their lives more convenient.