Strawberry Frog Cannes Workshop 2011
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Strawberry Frog Cannes Workshop 2011

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Olé Pedersen, Patricia De Luca and Heather LeFevre presented this content at Cannes on June 21, 2011. The workshop was one of 20, selected from hundreds of entries as part of the festival conference. ...

Olé Pedersen, Patricia De Luca and Heather LeFevre presented this content at Cannes on June 21, 2011. The workshop was one of 20, selected from hundreds of entries as part of the festival conference. Participants learned the philosophy behind and practiced making cultural movements.

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  • Great Presentation.
    I also shared a presentation on Cultural Strategy a few weeks ago you may be interested in. (http://www.slideshare.net/marekting/cultural-strategy). This is an exciting area of branding that few are doing well.
    Cheers,
    -Marek
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Strawberry Frog Cannes Workshop 2011 Strawberry Frog Cannes Workshop 2011 Presentation Transcript

  • WELCOMEJune 21, 2011
  • CULTURAL MOVEMENTS: IN BRIEF
  • OUR DEFINITION:“An organized community of passionate advocates who rally around an idea on the rise in culture to bring about change”
  • GREAT MOVEMENTS:NOT A LOT IN ADVERTISING Anti-war Movement American Revolution Counter-Culture Movement Green Movement Civil Rights Gay Rights
  • 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 officethan to serve and obey them” David Hume, Philosopher
  • 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
  • WE HAVE A NEED TO BELONG
  • EXERCISE
  • GATHERINGCULTURAL MOVEMENTS: FORCE
  • MOVEMENTS ARE ABOUT CHANGE
  • MOVEMENTS ARE FUELED BY TECHNOLOGY“More than half the human race is under 30. They’ve neverknown life without the Internet”
  • MOVEMENTS ARE THE NEW SOCIAL HUBS
  • MOVEMENTS HAVE A PURPOSE
  • 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
  • MOVEMENTS ARE PARTNERSHIPS
  • MOVEMENTS ARE A DELICATE “SCIENCE”
  • YOURCULTURAL MOVEMENTS: BRAND
  • FIND THE TRUTH IN YOUR BRAND WHAT HOW WHY
  • MINE CULTURE FOR RISING STRAIN
  • TWO WORLDS COMING TOGETHER
  • LIGHTING THE SPARK
  • TRADITIONAL ADVERTISING vs. MOVEMENT MARKETING
  • INTERRUPTION PARTICIPATION
  • CONNECTING WITH OTHERSTALKING ABOUT YOURSELF
  • STARTS FROM THE BRAND PURPOSESTARTS FROM THE PRODUCT
  • VALUESFUNCTIONALITY
  • COLLECTIVEINDIVIDUAL
  • CASE STUDIESHow do you spark a movement?
  • SOME PRINCIPLES
  • 1. START WITH YOUR BRAND TRUTH AND IDENTIFY AN IDEA ON THE RISE Why does your brand exist today? What is going on today in consumer culture that makes your brand more or less culturally relevant? What role does it or could it play in culture? What idea in culture could it champion?
  • 2. CATALYZE THIS INTO A SHARED CULTURAL GOAL OR ETHOS To bond parents, children and teachers through character-building creativity To make Americans rethink dumb, mindless consumption To turn male bonding moments into community improving initiatives
  • 3. ACTIVATE THE BRAND IDEA, NOT JUST BROADCAST IT Movements are more than messages. What do you want people to DO as a result of your idea? What assets can you create that: i. Allow your community to participate in this idea?ii. Demonstrate that your brand is doing something, not just talking about it?
  • 3. ACTIVATE THE BRAND IDEA, NOT JUST BROADCAST IT To bond parents, children and teachers through character-building creativity Action: participate in school’s lives To make Americans rethink dumb, mindless consumption Action: send pictures of dumb things To turn male bonding moments into community improving initiatives Action: donate beer caps
  • 4. USE BROADCAST AS A MEGAPHONE FOR YOUR MOVEMENT
  • 4. USE BROADCAST AS A MEGAPHONE FOR YOUR MOVEMENTAFP Pritt volta as aulas 252x11B.indd 1 1/5/10 6:32:39 PM
  • 5. PROVOKE / IGNITE A SENSE OF COMMUNITY AND CAUSE How can you create or leverage existing communities? What powerful symbols and iconography can you you create to catalyze your efforts and make people feel part of the community? How can these members see their tangible actions in the movement?
  • 6. ENSURE THEMOVEMENT IS ALWAYSON AND FOSTERS CO-CREATION
  • LET’S MAKE A MOVEMENT
  • THREE MOVEMENT IDEAS An idea on the rise in need of a brand A movement idea for an FMCG brand A successful brand that could be made even better
  • 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 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.
  • 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?
  • #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 it, inside and out. HÅG understands the art of creating movement as you sit.
  • 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: Twitter, Facebook, Email, Blackberry, Toilet, Kitchen.
  • 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.
  • #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, girlfriend trips, book club, Facebook, among daughters and mothers.
  • 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.
  • #3
  • 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.”
  • 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 places: Bars, restaurants, gyms. Encourage connection on Facebook itself.
  • 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.
  • LET’S MAKE A MOVEMENT
  • THREE MOVEMENT IDEAS An idea on the rise in need of a brand A movement idea for an FMCG brand A successful brand that could be made even better