Cocoon
Blog
22/6/2017

 

Consumers are used to advertising, and they aren’t listening anymore. Companies must create content that grabs attention and inspires a new way of thinking. Of course, this is a challenge because of the competition, all of whom are trying to communicate a similar message. In this giant world of advertising, marketing and branding, are there any original ideas left?

 

 

Lester Tullett of Kaspen/Jung von Matt (www.kaspenjvm.com ) thinks the answer to this question is in all the insights the world has to offer. The Creative Director defines an insight as “a truth that people will listen to.” To properly connect with consumers, it is necessary to give them something authentic to relate to.

Some of the agency’s most successful work is for Budweiser Budvar, who are well-known for keeping their integrity above all. The “We Say No” campaign demonstrates the power in refusal, which is a brave statement to make in this “Yes World”. K/JVM created the No Gallery as a way to inspire ordinary people to stand their ground. This collection of real stories shows how far a simple No can get you in life. “We Say No” earned many awards and recognition by tapping into this insight of a powerful truth.

 

 

Lester flips ideas to interpret them differently. The semi-international agency’s other work for Budweiser Budvar resulted in a message not often found in beer promotions. A series of advertisements delved into the reality of men’s sometimes sad lives and showed that their dark beer is a suitable choice. This stood in stark contrast to typical beer ads depicting happy friends and fun, laid-back occasions.

These insights have gained many impressive clients for K/JVM, including IKEA and Kofola. Lester applies this thinking to all projects, regardless of the scope. His advice and knowledge inspired all of us at Cocoon. We are so thankful to have opportunities to learn from some of the best!

 

tags: Creative breakfast
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