Last week, my fellow jurors and I debated work that would set the industry standard for creative effectiveness. We identified several key principles present in work that captured our imaginations while driving brilliant results.

NO LIMIT TO THE SIZE OF AN IDEA AND THE GLOBAL IMPACT:

Brands willing to shift their own perspective and break convention can find new ways to win. The power of Airbnb’s Van Gogh for the Art Institute of Chicago demonstrates that in an experience-led world, unimagined experiences can become reality–a reality that moves people, drives growth and becomes a global phenomenon.

STRAIGHT-LINE CONNECTION BETWEEN CREATIVITY & EFFECTIVENESS:

Consumers have mastered the one-two punch of social media and passion, using it to their advantage. By being attuned and responsive, brands can play this game and win–enabling consumers to get more of what they love while driving growth. A Wendy’s chicken nugget fan asked a simple question on Twitter: What would it take to get free nuggets for one year? Wendy’s answered and 18 million retweets and one year of free nuggets later, #NUGGSFORCARTER exemplified the gold standard straight-line connection between creativity and success!

BRILLIANT WORK + BRILLIANT IMPACT ELEVATES THE INDUSTRY:

Authentically tapping into culture reveals uncharted territory for brands to explore. Heineken’s Tiger Beer “Made in Asia” challenged stereotypes of Asian creativity and products, an example of using culture to reframe the brand experience and deliver results. Brands that provide access to culturally-rooted, nuanced experiences expose consumers to new ideas, ways of thinking and experiences that they can tap into during their never-ending quest to keep their brand up-to-date and future-forward. Last week, my fellow jurors and I debated work that would set the industry standard for creative effectiveness. We identified several key principles present in work that captured our imaginations while driving brilliant results.

Author: Esther ‘E.T.’ Franklin, EVP/Managing Director, Strategy and Cultural Fluency,  Spark Foundry