Let’s define what we say – Creativity is the act of turning new and imaginative ideas into reality. Creativity is characterized by the ability to perceive the world in new ways, to find hidden patterns, to make connections between seemingly unrelated phenomena, and to generate solutions. Creativity involves two processes: thinking, then producing.
There are so many fantastic and heartwarming stories of creativity and resiliency all around us right now. Take a look at this one…
It’s true that necessity is the mother of invention. Being a marketing expert I’m always interested in examples that encourage creativity.
There is no doubt that we are living in historic times. Businesses have found themselves scrambling to adapt to the newfound reality we all suddenly find ourselves in. Today, the idea of spending months developing and shooting an advert feels like a pipe dream from another era. But that hasn’t stopped major brands from rising to the challenge with nimble, creative workarounds that pack a big punch.
Here are some of my favourite examples of brands being creative in quarantine.
Women’s Air: The Lockdown
Apple: Creativity Goes On
Facebook: We’re Never Lost If We Find Each Other
Nike: Play For The World
IKEA: Making Home Count
Jack Daniel’s: With Love, Jack
Hotels.com: Social Distancing
Doner: When The Motor Stops
Here is the takeaway for all businesses – People are looking for truth, authenticity and human connection from brands and companies more than ever. Marketing pretense and fabrication will be sniffed out in seconds, but if brands know who they are, then all they have to do is respond authentically and courageously to whatever is currently happening, and it will connect. That’s a brand’s best insurance!