This deck presents how some of the world's major brands transformed creatively during the COVID-19 pandemic and the lockdown in 2020. It's also an overview of how new digital business and new enablers handled the situtaion for a new digital economy.
and long- lasting implications for humanity and our global economy CREATIVITY DURING COVID-19 OUTBREAK TRANSFORMATION HUNDREDS OF THOUSANDS DEATHS, COMPANIES PUT OUT OF BUSINESS AND WORKFORCE LAYOFFS TRANSFORMING COMPANIES
are being overwhelmed by calls and questions about the virus. Companies like IBM, Google and Apple stepped up and offered technology as a solution. CREATIVITY DURING COVID-19 OUTBREAK TRANSFORMATION APPLE AND GOOGLE ARE BUILDING CORONAVIRUS CONTACK-TRACKING SYSTEM INTO IOS AND ANDROID TO BE LAUNCHED GLOBALLY TRANSFORMING COMPANIES +
nurses don’t have the protective equipment they need to be able to treat patients and keep themselves safe. But companies have stepped up to plug the critical gaps in the supply chain. CREATIVITY DURING COVID-19 OUTBREAK TRANSFORMATION TRANSFORMING COMPANIES NAME OF THE GAME EMPATHY
HAND SANITIZER. THE ABSOLUT COMPANY IN STOCKHOLM OFFERS TO HELP PRODUCE HAND SANITIZER IN SWEDEN TO CUT SHORTAGE. TRANSFORMATION TRANSFORMING COMPANIES NAME OF THE GAME EMPATHY
OR WERE WORKING ON ONE, BUT IT SEEMS MOST COMPANIES WERE NOT FAR ENOUGH ALONG TO MAKE COVID-19 A NON-ISSUE. SOURCE FORBES CREATIVITY DURING COVID-19 OUTBREAK TRANSFORMING COMPANIES TRANSFORMATION
THE CURVE IS A NEW COMPILATION OF OVER 90 ANIMATED CLIPS THAT LOOK AT THE SMALL PLEASURES AND UNUSUAL HABITS THAT COME WITH LIFE UNDER LOCKDOWN CREATIVITY DURING COVID-19 OUTBREAK COLLABORATIONS HOW THE LOCKDOWN INSPIRED BUSINESS TO TAKE ACTION
Airbnb set up listening sessions with its hosts around the globe, many of whom were worried about how they could make a living when their Airbnb payments dried up. And what resulted, just three weeks later, was Online Experiences. For prices starting at $5 an hour, you can hop into a Zoom meeting with a small group of other people to do Zumba with an Olympian, drink sangria with a drag queen, or even—and I sort of hate that I didn’t try this one—meet a real life shark scientist. “Because we want to protect what we believe to be core to our Experiences: human connection.” TRAVEL AND WELLBEING Catherine Powell, Airbnb’s head of Experiences HOW THE LOCKDOWN INSPIRED BUSINESS TO TAKE ACTION
'clean' sex while social distancing in a new campaign for PornHub. PornHub made headlines with its COVID-19 relief efforts, from a mask donation campaign to a parody site filled with videos of people washing their hands. TRAVEL AND WELLBEING HOW THE LOCKDOWN INSPIRED BUSINESS TO TAKE ACTION
to web conference presentations, although standing out has been proved tricky. FCB New York won Mike’s Hard Lemonade creative business outside the U.S. and Wavemaker won Novo Nordisk’s U.S. media account in remote pitches. AGENCIES AND CREATIVE POWERHOUSES HOW THE LOCKDOWN INSPIRED BUSINESS TO TAKE ACTION
DDB Chicago The team at DDB Chicago used stock and brand archival imagery that comes to life through VFX and animation. FMCG AND PRODUCTION COMPANIES ⇠ THIS ONE IS FUN
company Smuggler united the cast members of the musical “Sing Street” from around the world in a benefit performance streamed on Facebook Live, after the show’s Broadway debut had been postponed due to the virus. ENTERTAINMENT HOW THE LOCKDOWN INSPIRED BUSINESS TO TAKE ACTION
pharmacy company made ad during the pandemic that looks nothing like an ad made during the pandemic. It captures a variety of women having fun with their beauty routines at home, primping before mirrors, exercising and running through hallways. With its mix of playful shot angles, crisp photography, clever scene transitions and upbeat vibe, it feels as if it were made before the coronavirus halted film production across the world. BEAUTY AND COSMETICS HOW THE LOCKDOWN INSPIRED BUSINESS TO TAKE ACTION
help Canadian Women's Foundation This simple hand signal sends an alert about domestic abuse during the coronavirus crisis. NGO HOW THE LOCKDOWN INSPIRED BUSINESS TO TAKE ACTION
of superheroes in campaign The campaign shows mask indents on real-life doctors’ faces forming the outlines of masks from popular superheroes Spiderman, Batman and Ironman, blurring the line between fictional heroes and real-life crusaders. DOCTORS HOW THE LOCKDOWN INSPIRED BUSINESS TO TAKE ACTION
HDFC BANK LOGO THE BANK HAS CREATED PHYSICAL MARKERS ON THE GROUND TO HELP PEOPLE MAINTAIN THE WHO-MANDATED SOCIAL DISTANCE WHILE WAITING IN A QUEUE AT A SHOP OR AN ESTABLISHMENT. Brand logos literally turn social distancing messengers HOW BRANDS REACTED DURING LOCKDOWN PHYSICAL SOCIAL DISTANCING HDFC BANK, INDIA
IKEA READY-TO-HANG PHOTO OF AMSTERDAM THAT HAS BEEN SOLD OVER 427,000 TIMES. WITH A SMART MOVE BY IKEAS, THE COMPANY IS OFFERING AN UP-TO-DATE PICTURE OF THE SAME LOCATION/RED BIKE NOW EMPTY STREET/CANAL DURING COVID-19 OUTBREAK . HOW BRANDS REACTED DURING LOCKDOWN IKEA Amsterdam, Netherlands PURPOSEFUL E-COMMERCE
promote its mobile video app Adobe Premiere Rush, Adobe launched a #GrabYourShoes Video Challenge and you may even see yourself on Create’s Instagram or Twitter feeds, or on mine! CREATIVE CHALLENGES
Davis went mega-viral for fleeing the city with her family in violation of CDC recommendations and received immediate backlash. HOW BRANDS REACTED DURING LOCKDOWN INFLUENCERS
• Social distancing • Virtual Events • Webinars replace physical conference & meetups • Boom for Zoom and similar services • Boost of creativity • Work from home (WFH) set-ups/studios • Companies move business online / e- commerce • Online/Social Media collaborations • The rise of collective empathy globally • Home delivery services • DIYs on social media platforms • Creativity celebrations around the world • Remote/Long-distance collaborative working • A flod of new mobile apps • Tools for online collaborations • COVID-19 is changing digital transformation priorities • Recognition of the value of digital transformation and information technology among all employees • Online medical services • Online working • Online education • Non-contact services and AI robots for delivery telecommuting • On-demand food and services • Ingenious manufacturing emergency response • A source of resilience CREATIVITY DURING COVID-19 OUTBREAK CLOSING NOTES
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