"The Walken Dead"
Thank you to whoever made this.
Some sound advice from a very wise man.
The no-inhibition exhibition
New commandment: thou shalt not ever be that guy in the locker room. Even when you’re 75 years old and, with reason, give approximately zero fucks about what the rest of the world thinks of your body. Let’s just agree: some things can never be unseen. So let’s solve one more crime against my sanity by not gracing everyone with an extensive exhibition of birthday suits in the locker room.
Building off my recent post of Chipotle’s Back to the Start ad, I wanted to spend a couple minutes taking note of a larger theme that has been emerging recently. Just the other day I read a study published by Edelman focused on the fact that businesses with clearly defined purposes are attracting a very strong following in the modern market. By purpose I don’t just mean “drive profits for our stockholders”, but rather something more inherently caring and tangibly human. If you’re looking for examples, think of brands like TOMS or Warby Parker, that both embody the one-for-one model (in their case, every pair purchased gives another pair to a person in need). Chipotle also fits the mold with its dedication to making “food with integrity”. To understand why cause consumers or citizen consumers have become so central to current business, we need to step back and consider a few points regarding the bigger picture of the last few years.
- According to that same Edelman survey, US consumers believe that the brunt of the responsibility for tackling society’s issues resides with “people like me” rather than the government. In other words, we just feel that it’s right for us to make a difference on our own.
- The technology we currently have at our disposal has empowered us and given the consumer a much stronger say in how corporations conduct their business.
- The financial crisis and subsequent economic recession left almost everyone hurting for a sustained period of time. As consumers try to recover from the broken trust created by these tough economic times, they’re looking to align their values with their purchases.
So, to wrap those points together: We’re more empowered than ever by technology and we feel the need to contribute on our own. However, we unfortunately have less time and money to put forth to our supported causes at this given time. Therefore, as consumers, we’re looking to the business world to lower the hurdle and help us contribute through small, achievable actions. We’re seeking a new type of 2 for 1 deal: buy and feel good, text and give, etc…. In any case, it’s apparent that consumers are seeking more personalized connections in their consumption and that they want business to facilitate their desire to address important social issues. Now it’s just up to businesses to take advantage of the opportunity to build their followings and align their desire to make money with a broader purpose, a human purpose.
"Buckets" – Since we’re in the business of creativity, we usually end up throwing out a ton of thoughts at once that may or may not pertain to one particular idea. So, like any logical person would do, we try to make some sense out of the madness and collect ideas together with similar thoughts. However, rather than just calling these collections of ideas groups or categories, we most frequently refer to them as buckets. It pains me to say that I have yet to see a physical bucket involved in this ideation process.
Chipotle’s “Back to the Start”
Storytelling at its very finest. A relatively simple ad that beautifully and succinctly presents the audience with a basic tension of our era and then showcases the brand’s belief in resolving that tension. Work that certainly deserves the awards it won this year.
"Deck" - Neither your back porch nor a deck of playing cards, this so-called deck is actually code name for what your average person would consider a presentation of slides. Example: "Hey Pat, have you had the chance to check out that deck I threw together for the workshop this afternoon?"