As Cannes Lions 2013 kicks off, Kentaro Kimura, Co-CEO & Executive Creative Director, Hakuhodo Kettle talks about how the winning creative alchemy agencies need to adapt to break brand clutter.
“Given the challenges of today’s cluttered environment, wherein brands need to increase both sales and the number of brand fans without any increase of media budgets, what is needed is truly innovative ideas. Logic will give you expected results to the solution, creative alchemy is the unknown path,” said Kimura.
Kimura shares five pointers for agencies to create truly innovative campaigns:
Combine – Combine the old tried and tested methods with the new experimentive ones to give unexpected results and magical chemical reactions. Begin by taking risks.
Mimic – Do not mistake this for imitation, but find an analogy to what has worked successfully and find the underlying fundamentals and apply this to similar areas.
Upside Down approach – Question the standard; the traditional way to do things may not always be right in today’s changing environment, work backwards.
Truth behind – Do a deep dive into understanding the reason behind the consumer reactions, not assumption.
What if – There is no winning formula, what can be imagined can be created, do not limit your imaginations.
Kimura clearly elucidated that unexpected chemical reactions (read out of the box creative) can occur when we combine design, technology or people power with an existing field of advertising. He used a rich array of case studies to outline daring breakthrough methods that make 1+1 = 3.