After a year spent surveying brand and consumer response to the recession through our AnxietyIndex.com, we found that only a handful of the 350 examples we collected across 24 countries truly stood out. Creating innovative work isn’t easy in any economic climate; it’s even harder when marketing budgets are low and risk aversion is high. Despite these challenges, some notable responses to the recession emerged this past year.
Our AnxietyIndex Brand Hall of Fame salutes 10 of the best that we've seen—those that made us wish we had done it (and in two cases, we did). Among them are a brand that re-imagined a product, another that sold hope (literally) and another that leveraged the headlines of the day through a quick-turnaround campaign. We believe these will hold up in years to come as case studies of work that transcend typical approaches to a downturn.
Our third AnxietyIndex Quarterly report lists these Top 10 in ascending order and explains why we think these are stand-out responses to the recession.