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MINIMUM EFFORT. MAXIMUM IMPACT
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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…
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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.
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DISRUPTION ISN’T ABOUT BEING
WACKY
(This brand activation is just very annoying)
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Disruption is of the mind.
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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
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WHAT IF WE SUBVERT
THOSE EXPECTATIONS AND
RULES?
WHAT IF WE FUCK ABOUT
WITH THE FAMILIAR?
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CAPTURE
GAMERS’
EXCITEMENT FOR
TWO NEW
CONSOLES THIS
XMAS!
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CAN YOU DO A
SEX POSITIVE
CAMPAIGN FOR
BREAST CANCER
AWARENESS?
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WE ARE LAUNCHING OUR
HOTTEST EVER PIZZA.
IT’S MADE WITH CHILLI
AND HONEY.
CAN YOU DO A HEAT
BASED STUNT?
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HEAT HAS
BEEN DONE.
IT’S THE
NORM.
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WE WANT TO
RAISE
AWARENESS OF
HOW CRUEL
INTENSIVE
FARMING IS!
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THIS IS FAMILIAR
IT’S NOT A SECRET
WE JUST DON'T WANT TO
KNOW
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FARMING IS PART OF EARLY LEARNING,
SO, KIDS SEE IT DIFFERENTLY
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THIS IS HOW KIDS SEE FARMS THROUGH PLAY
WHAT IF WE GOT KIDS TO PLAY WITH A REAL FARM?
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• 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
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markperkinscreative.
com