6. Is there a way of doing things, whether by your brand or consumers, that doesn't have to be exactly that way? Make a small change that can create a big impact!
In a current world that likes to talk about changes, Cannes Lion festival too is filled with the mojo that creativity could change the world. However, a big change is really hard to genuinely implement, so if you don't want your campaign to be all promise and no action (as the result certainly won't impress the Lions), it is best that your 'change' isn't that big... And aiming for a small change is perfectly okay!
From how your product is made, used and advertised, to how your consumers typically behave, think about what small change you can make that would have some benefit to the society or the world. Basically, you are still doing what you are used to doing with a minor difference, so it is much easier to adopt, and when that new change is adopted regularly at by a lot of people, it will multiply into a big impact.
...And when you turn everything into a case video, the more minor the change and the bigger impact it created, the cleverer and more impressive your campaign will seem!
So what are the examples?
From billboard with 100% pixels to slightly less pixels. Not noticeable by human eyes, but certainly notices by the environment.
The Pixeless Billboard
From hot to cold wash. Your cloth won’t care, but the world does.
Turn to Cold
From buying actual cloth to buying digital cloth for selfies. No change in likes but a lot of change in fashion waste.
Address the Future
From morning to noon assembly. The kids are still bored but at least they get the proper sunlight benefit.
Noon Assembly
From beer packs hold together by things that kill sea turtle to packs hold together with glue.
Snap Pack
From throwing food away too soon to throwing away what has actually gone bad.
Mimica
From teaching teens to drive a car to teaching them to ride a wheelchair, so they can actually consider driving safely.
The Wheelchair Hour
From jail-like iron bar to artistically designed iron bar for same amount of protection but nicer atmosphere.
Friendly Bar
From finding the fastest route to driving in the safest route, so people actually get home.
Safest Route
From showing random VDOs on TV’s screen inside electronic stores to featuring VDOs of adoptable dogs from a shelter. Cuter and certainly for the better good.
Dog Channel