The Art of Disruption - Mark Perkins

Transcript

1. MINIMUM EFFORT. MAXIMUM IMPACT
4. In a world of noise, it has the power to stop us, to make us say ‘WTF!?’, create intrigue, prompt questions, create an emotional reaction, and deliver a message…
6. Most ‘disruptive’ work fails because it demands attention, rather than creates intrigue. It looks like marketing. The very best creative work doesn’t scream and shout. It whispers.
7. DISRUPTION ISN’T ABOUT BEING WACKY (This brand activation is just very annoying)
8. Disruption is of the mind.
9. People’s mindsets and attitudes are shaped by the expected. The normal. By convention, tradition, order. By experience. Behaviour. Where things belong. Things seem set in their ways and permanent. This covers every aspect of life and experience What we eat and drink, how we shop, travel. Our homes, our communities, landscapes and surroundings. History, culture, entertainment, books, TV, music National events, beliefs, traditions and identity Famous landmarks, famous people ALL OF THESE THINGS HAVE EMOTIONAL CONNECTIONS AND MEANING TO INDIVIDUALS AND GROUPS
10. WHAT IF WE SUBVERT THOSE EXPECTATIONS AND RULES? WHAT IF WE FUCK ABOUT WITH THE FAMILIAR?
12. CAPTURE GAMERS’ EXCITEMENT FOR TWO NEW CONSOLES THIS XMAS!
16. CAN YOU DO A SEX POSITIVE CAMPAIGN FOR BREAST CANCER AWARENESS?
20. WE ARE LAUNCHING OUR HOTTEST EVER PIZZA. IT’S MADE WITH CHILLI AND HONEY. CAN YOU DO A HEAT BASED STUNT?
21. HEAT HAS BEEN DONE. IT’S THE NORM.
24. WE WANT TO RAISE AWARENESS OF HOW CRUEL INTENSIVE FARMING IS!
25. THIS IS FAMILIAR IT’S NOT A SECRET WE JUST DON'T WANT TO KNOW
26. FARMING IS PART OF EARLY LEARNING, SO, KIDS SEE IT DIFFERENTLY
27. THIS IS HOW KIDS SEE FARMS THROUGH PLAY WHAT IF WE GOT KIDS TO PLAY WITH A REAL FARM?
32. • Disruption is not about being big, brash, noisy or shocking for the sake of it. • We are disrupting the mind: by making subtle, unexpected tweaks, flips or unlikely combinations • Root your idea in a TRUTH your audience will relate to • Then create a visually provocative idea to bring it to life • Keep it simple: Minimum effort, maximum impact! Key points
33. markperkinscreative. com