Heather LeFevreI’M FROM A CULTURAL   Head of Planning, AmsterdamMOVEMENT                          October 18, 2011AGENCY.
CHIEF STRATEGY OFFICERREGIONAL PLANNING DIRECTORGLOBAL PLANNING DIRECTORHEAD OF PLANNINGGROUP PLANNING DIRECTORSENIOR PLAN...
HOW MUCH DO YOU LIKE YOUR JOB?OR, WHAT DO I HAVE TO LOOK FORWARD TO?                         HATE IT 1%                   ...
BE THE 63%DO YOU FEEL YOU HAVE A REAL MENTOR WHO ISINTERESTED IN HELPING YOU GROW AS A PLANNER?                    NO     ...
HOW OFTEN DO YOU FEEL...
LEAN INTO THE UNKNOWN       DO YOU FEEL YOU       KNOW WHAT IS       EXPECTED OF YOU       AS A JUNIOR       PLANNER?
WHERE WILL YOUR CAREER IN PLANNING GO?TAKE A WILD GUESS     HEAD              START MY OWN    SENIOR   FREELANCE   MANAGIN...
I BELIEVE PLANNERS NEED TO HAVE BOOKS TOO   • Is this a previously unearthed insight? At least intriguing?   • Is there a ...
CULTURAL MOVEMENTSIN BRIEF
DEFINITION“AN ORGANIZED COMMUNITYOF PASSIONATE ADVOCATES WHO RALLYAROUND AN IDEA ON THE RISE INCULTURE TO BRING ABOUT CHAN...
GREAT MOVEMENTSNOT A LOT INADVERTISING                         Anti-war Movement                                          ...
INSTINCTIVECULTURAL MOVEMENTS:                       BEHAVIOR
WE ARE SLAVES TO OUR EMOTIONS“Reason is and ought only be the slave of thepassions, and can never pretend to any other off...
WE ARE SOCIAL ANIMALS“The most powerful motivator of our personal behavior is ourlonging for connection with one another” ...
EXERCISE
WE HAVE A NEED TO BELONG
A NEW DYNAMIC FORA NEW WORLD       ADVERTISING…             MOVEMENTS…       Interrupts               Participate       In...
GATHERINGCULTURAL MOVEMENTS:                        FORCE
HOW TO CREATE A MOVEMENTA movement can be big or small, long-term or hit-and-run. It can redefine a brand for years to com...
1. FIND THE TRUTH IN YOUR          2. FIND AN IDEA ON THE             3. USE TECHNOLOGY TO          BRAND.                ...
FIND THETRUTHIN YOUR BRAND                WHAT                       HOW                             WHY
1. FIND THE TRUTH IN YOUR          2. FIND AN IDEA ON THE             3. USE TECHNOLOGY TO          BRAND.                ...
INFORMATION OBSESSION:MORE INFORMATION HELPS US TO MAKE MORE INFORMED DECISIONS.INFOGRAPHICS ARE MAKING INFORMATION DIGEST...
“IT’S NOT INFORMATION OVERLOAD, IT’S FILTER FAILURE.”                                          CLAY SHIRKY, WRITER & CONSU...
THE DATA-DRIVEN LIFE:THE RIGHT INFORMATION HELPS US TO DISCOVER OURSELVES.monitors yoursleep cycle
1. FIND THE TRUTH IN YOUR          2. FIND AN IDEA ON THE             3. USE TECHNOLOGY TO          BRAND.                ...
MOVEMENTSARE FUELED BYTECHNOLOGYNew connective technology enhances and enables our innate desire tocome together, interact...
MOVEMENTS ARE NOT ABOUT YOU      “If you talked to people the way advertising talks to people, they’d                     ...
MOVEMENTS ARE PARTNERSHIPS
How do you spark a movement?
LET’S SEE IT IN ACTION
CAVEAT
THE BRIEFTHE CRUX OF THE CHALLENGEWhat is the real problem – the key question we have to answer?
THE BRIEFTHE INCITERS WHO FAN THE FLAMES  Who will stir, encourage, urge on, stimulate, arouse or prompt action? Pithy and...
THE BRIEFSPARKWhat experience/idea will kindle their passion; surprise them, challenge them, fuel interest and conversatio...
#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 andstrengthening...
THE BRIEFTHE CRUX OF THE CHALLENGEHow can HÅG create a movement movement that starts at your desk?
THE BRIEFTHE INCITERS WHO FAN THE FLAME  Free-spirited desk dwellers.  The office is not a gym.  Procrastination places: T...
SPARK                                                  THE BRIEFSitting is killing you.TALK VALUEHow can a chair make you ...
#2
"continually creating ways to keep your hair looking undeniably fabulous"
IDEA ON THE RISE
hairlength         age
hairlength               age         VS.
hairlength                   Idea on the rise:                     Doomed to have Mom hair               age         VS.
THE BRIEFTHE CRUX OF THE CHALLENGEHow can John Frieda convince women to stop giving in to ‘mom-hair’?
THE BRIEFTHE INCITERS WHO FAN THE FLAME  Tress Revolutionaries.  Long hair is not appropriate for grown-ups.  Hair salons,...
SPARK                                                 THE BRIEFWear your hair long.TALK VALUEThose aged over 65: 60% of th...
#3
70% of users outside                                                the United States                          44,798,032 ...
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 BRIEFTHE CRUX OF THE CHALLENGEHow can we get friends to view Facebook as the path to deeper relationships?
THE BRIEFTHE INCITERS WHO FAN THE FLAME  Connection seekers.  Facebook is all pokes from strangers.  Real-world meet-up pl...
SPARK                                                     THE BRIEFDon’t die old and lonely.TALK VALUEPositive psychology ...
GO FORTH AND TRY IT YOURSELF
APG Belgium HYPE - Heather Le Fevre
APG Belgium HYPE - Heather Le Fevre
APG Belgium HYPE - Heather Le Fevre
APG Belgium HYPE - Heather Le Fevre
APG Belgium HYPE - Heather Le Fevre
APG Belgium HYPE - Heather Le Fevre
APG Belgium HYPE - Heather Le Fevre
APG Belgium HYPE - Heather Le Fevre
APG Belgium HYPE - Heather Le Fevre
APG Belgium HYPE - Heather Le Fevre
APG Belgium HYPE - Heather Le Fevre
APG Belgium HYPE - Heather Le Fevre
APG Belgium HYPE - Heather Le Fevre
APG Belgium HYPE - Heather Le Fevre
APG Belgium HYPE - Heather Le Fevre
APG Belgium HYPE - Heather Le Fevre
APG Belgium HYPE - Heather Le Fevre
APG Belgium HYPE - Heather Le Fevre
APG Belgium HYPE - Heather Le Fevre
APG Belgium HYPE - Heather Le Fevre
APG Belgium HYPE - Heather Le Fevre
APG Belgium HYPE - Heather Le Fevre
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APG Belgium HYPE - Heather Le Fevre

  1. 1. Heather LeFevreI’M FROM A CULTURAL Head of Planning, AmsterdamMOVEMENT October 18, 2011AGENCY.
  2. 2. CHIEF STRATEGY OFFICERREGIONAL PLANNING DIRECTORGLOBAL PLANNING DIRECTORHEAD OF PLANNINGGROUP PLANNING DIRECTORSENIOR PLANNERPLANNERJUNIOR PLANNER
  3. 3. HOW MUCH DO YOU LIKE YOUR JOB?OR, WHAT DO I HAVE TO LOOK FORWARD TO? HATE IT 1% DON’T LIKE IT 7% LIKE IT 36% REALLY LIKE IT 38% LOVE IT 19%
  4. 4. BE THE 63%DO YOU FEEL YOU HAVE A REAL MENTOR WHO ISINTERESTED IN HELPING YOU GROW AS A PLANNER? NO 37% YES 63%
  5. 5. HOW OFTEN DO YOU FEEL...
  6. 6. LEAN INTO THE UNKNOWN DO YOU FEEL YOU KNOW WHAT IS EXPECTED OF YOU AS A JUNIOR PLANNER?
  7. 7. WHERE WILL YOUR CAREER IN PLANNING GO?TAKE A WILD GUESS HEAD START MY OWN SENIOR FREELANCE MANAGING OF AGENCY PLANNER PLANNER DIRECTOR PLANNING 36% 33% 23% 18% 46%
  8. 8. I BELIEVE PLANNERS NEED TO HAVE BOOKS TOO • Is this a previously unearthed insight? At least intriguing? • Is there a clear link between the thinking and the creative? • Do you believe this creative would not have happened without planning? • Is there new thinking in the execution of the idea? • Is this great creative? • Does the thinking give others pangs of jealousy? Does the planning director see a little of themself? • Can a planning director absorb this quickly?
  9. 9. CULTURAL MOVEMENTSIN BRIEF
  10. 10. DEFINITION“AN ORGANIZED COMMUNITYOF PASSIONATE ADVOCATES WHO RALLYAROUND AN IDEA ON THE RISE INCULTURE TO BRING ABOUT CHANGE”
  11. 11. GREAT MOVEMENTSNOT A LOT INADVERTISING Anti-war Movement American Revolution Counter-Culture Movement Green Movement Civil Rights Occupy Wall Street Gay Rights
  12. 12. INSTINCTIVECULTURAL MOVEMENTS: BEHAVIOR
  13. 13. WE ARE SLAVES TO OUR EMOTIONS“Reason is and ought only be the slave of thepassions, and can never pretend to any other officethan to serve and obey them” David Hume, Philosopher
  14. 14. WE ARE SOCIAL ANIMALS“The most powerful motivator of our personal behavior is ourlonging for connection with one another” Tina Rosenberg “Man is by nature a social animal” Aristotle
  15. 15. EXERCISE
  16. 16. WE HAVE A NEED TO BELONG
  17. 17. A NEW DYNAMIC FORA NEW WORLD ADVERTISING… MOVEMENTS… Interrupts Participate Invites people to buy Invite people to belong Talks about you Get others talking about you Influences behaviour Inspire behaviour Rooted in product Rooted in passion Uses traditional media Turn people into media
  18. 18. GATHERINGCULTURAL MOVEMENTS: FORCE
  19. 19. HOW TO CREATE A MOVEMENTA movement can be big or small, long-term or hit-and-run. It can redefine a brand for years to comeor provide the basis for an intensive campaign. Whatever the size, there are three simple steps... 1. FIND THE TRUTH IN YOUR 2. FIND AN IDEA ON THE 3. USE TECHNOLOGY TO BRAND. RISE. FUEL THE MOVEMENT People don’t buy what you do. What’s the cultural tension? What Give people tools and a story to They buy why you do it. can your brand rally impassioned share, and they will tell your fans around? story for you.
  20. 20. 1. FIND THE TRUTH IN YOUR 2. FIND AN IDEA ON THE 3. USE TECHNOLOGY TO BRAND. RISE. FUEL THE MOVEMENTPeople don’t buy what you do. What’s the cultural tension? What Give people tools and a story to They buy why you do it. can your brand rally impassioned share, and they will tell your fans around? story for you.
  21. 21. FIND THETRUTHIN YOUR BRAND WHAT HOW WHY
  22. 22. 1. FIND THE TRUTH IN YOUR 2. FIND AN IDEA ON THE 3. USE TECHNOLOGY TO BRAND. RISE. FUEL THE MOVEMENTPeople don’t buy what you do. What’s the cultural tension? What Give people tools and a story to They buy why you do it. can your brand rally impassioned share, and they will tell your fans around? story for you.
  23. 23. INFORMATION OBSESSION:MORE INFORMATION HELPS US TO MAKE MORE INFORMED DECISIONS.INFOGRAPHICS ARE MAKING INFORMATION DIGESTIBLE AGAIN.
  24. 24. “IT’S NOT INFORMATION OVERLOAD, IT’S FILTER FAILURE.” CLAY SHIRKY, WRITER & CONSULTANT
  25. 25. THE DATA-DRIVEN LIFE:THE RIGHT INFORMATION HELPS US TO DISCOVER OURSELVES.monitors yoursleep cycle
  26. 26. 1. FIND THE TRUTH IN YOUR 2. FIND AN IDEA ON THE 3. USE TECHNOLOGY TO BRAND. RISE. FUEL THE MOVEMENTPeople don’t buy what you do. What’s the cultural tension? What Give people tools and a story to They buy why you do it. can your brand rally impassioned share, and they will tell your fans around? story for you.
  27. 27. MOVEMENTSARE FUELED BYTECHNOLOGYNew connective technology enhances and enables our innate desire tocome together, interact and take action. This makes movements possibleon an unprecedented scale.
  28. 28. 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
  29. 29. MOVEMENTS ARE PARTNERSHIPS
  30. 30. How do you spark a movement?
  31. 31. LET’S SEE IT IN ACTION
  32. 32. CAVEAT
  33. 33. THE BRIEFTHE CRUX OF THE CHALLENGEWhat is the real problem – the key question we have to answer?
  34. 34. THE BRIEFTHE 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.
  35. 35. THE BRIEFSPARKWhat experience/idea will kindle their passion; surprise them, challenge them, fuel interest and conversation?TALK VALUEWhat is remarkable about our brand – why will they talk about this idea/experience?
  36. 36. #1
  37. 37. Idea on the rise:A Movement Movement
  38. 38. BRAND #1
  39. 39. Life is movement. Movement is a basic characteristic of all life. Movement nourishes the body, activating andstrengthening it, inside and out. HÅG understands the art of creating movement as you sit.
  40. 40. THE BRIEFTHE CRUX OF THE CHALLENGEHow can HÅG create a movement movement that starts at your desk?
  41. 41. THE BRIEFTHE INCITERS WHO FAN THE FLAME Free-spirited desk dwellers. The office is not a gym. Procrastination places: Twitter, Facebook, Email, Blackberry, Toilet, Kitchen.
  42. 42. SPARK THE BRIEFSitting is killing you.TALK VALUEHow can a chair make you move? We spend more time sitting at a desk than lying inHonesty: making good chairs isn’t enough. bed, 9.3 hours compared to 7.7 hours.HÅG’s philosophy: a passion for movement. Do you spend more on your bed than your chair?Sitting increases risk of death, obesity, disease.The 30 minutes of recommended activity a day is notenough.
  43. 43. #2
  44. 44. "continually creating ways to keep your hair looking undeniably fabulous"
  45. 45. IDEA ON THE RISE
  46. 46. hairlength age
  47. 47. hairlength age VS.
  48. 48. hairlength Idea on the rise: Doomed to have Mom hair age VS.
  49. 49. THE BRIEFTHE CRUX OF THE CHALLENGEHow can John Frieda convince women to stop giving in to ‘mom-hair’?
  50. 50. THE BRIEFTHE 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.
  51. 51. SPARK THE BRIEFWear your hair long.TALK VALUEThose aged over 65: 60% of them feel younger than John Frieda’s products protect long hair.their age. Product line for hair repair and frizzy hair.Short hair is the new mum jeans.Older women are feeling pressure to cut their hairshort.
  52. 52. #3
  53. 53. 70% of users outside the United States 44,798,032 people like this700 billion minutes per 500 million month on Facebook active users “Giving people the power to share and make the world more open and connected.”
  54. 54. IDEA ON THE RISE
  55. 55. #4 I wish I had stayed in touch with friends
  56. 56. #4 I wish I had stayed in touch with friends
  57. 57. Idea on the rise: Keep your friends close#4 I wish I had stayed in touch with friends
  58. 58. THE BRIEFTHE CRUX OF THE CHALLENGEHow can we get friends to view Facebook as the path to deeper relationships?
  59. 59. THE BRIEFTHE 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.
  60. 60. SPARK THE BRIEFDon’t die old and lonely.TALK VALUEPositive psychology findings: relationships are key to Friends don’t make themselves.a happy life. Focus on three relationships a week.Real moments combined with digital moments canstrengthen relationships.Top regret on a death bed: not staying close withfriends.
  61. 61. GO FORTH AND TRY IT YOURSELF
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