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VOL 2 - brands acting with / like they’ve got a social conscience
@LucianTrestler
The Little Deck of Banging Ads A resource for advertising people (probably planners) for when they need to find examples of fucking good advertising for whatever reason
@LucianTrestler
First up Dove. Bit of a golden oldie but non the less a case in point that brands can stand for something that makes the world a better place. In this case the campaign for real beauty defines the whole brand, others like innocent believe in natural ingredients for everyone…
@LucianTrestler
@LucianTrestler
On that note… the king of the innocent archetype. They pull the innocent brand through everything that they do. God is in the details and the details make the whole thing believable rather than an affectation.
@LucianTrestler
@LucianTrestler
I know Coke is a big evil corporation but it still desperately acts like a sweet little brand that just wants us all to be happy. Key take out here is that a very simple brand mission – sharing happiness – goes a long way to convince people you have a social conscience.
@LucianTrestler
@LucianTrestler
Be opportunistic. Ben & Jerry’s never miss a chance to jump on a bandwagon that ties their values to real events / movements / current affairs. And do stuff don’t just talk about doing stuff.
@LucianTrestler
Probably one of the hardest (but most genuine and powerful) ways of expressing your social conscience is to use some form of technical innovation to make the world a better place. Whether it’s Honda making diesel more environmentally friendly or Levi’s saving water, we are left in no doubt that these brands care enough to actually do something about it. Failing technological innovation you could always build a world-improving social cause into your business model like Toms.
@LucianTrestler
@LucianTrestler @LucianTrestler
And finally talking of building a social conscience into your business model there’s this year’s Cannes darling Chipotle. They’ve shown us that a brand which takes on it’s whole category in a mission to revolutionise and purify it’s industry, can very quickly become a national treasure.
