Pete Favat, Chief Creative Officer, Arnold Worldwide held the audience in rapt attention during his session at Cannes Lions 2013. Favat spoke about the importance of having an antagonist in every brand story. “Having an antagonist, keeps consumers thinking and leads to better creative work, because the brand has something to push against, something to make you stand up and fight. Finding a brand’s enemy is a key part of the strategic and creative process,” believes Favat.
He elucidated this with the example of Nike’s now legendary ‘Just do It’ campaign, where the brand identified lethargy as the enemy and urged consumers to take action and not be lazy, talking to the athlete in each individual.
Favat also spoke about his mantra of ‘Without tension, there is no attention’. Tension does not have to be a negative connotation in this regard, he explained, adding, it is all about rallying people and getting them together for a cause that they care about.
Consumer indifference is the brand’s biggest enemy, according to Favat, who is a keen advocate of using social media as a tool to proliferate a brand’s message with the use of easily recognisable and relatable symbols.
With his belief in the power of sticky icons, Favat has led the creation of some of the most memorable advertising icons, such as Converse’s ‘Grandmama’, Progressive’s ‘Flo’ and Ocean Spray’s ‘Growers’.
As the Chief Creative Officer at Arnold, he co-created the ‘Truth’ campaign, named Adweek’s Campaign of the Decade, and led teams on a new business winning streak with Volvo, Carnival, Progressive, Timberland, ESPN, CVS and University of Phoenix.
“Go find your enemy,” concluded Favat in his charteristic style.