In this sense, João Carvalho Oliveira argued that brands must take risks, especially in times of crisis, because risk is a factor in long-term success. But, as nobody likes the word “risk”, he proposes that we change this term to “enthusiasm”. Especially because creativity is not proportional to the money spent and there is no shortage of examples of highly effective campaigns and actions that did not require many resources to be successful.
The person in charge, who before joining ACNE spent around 20 years at Wunderman Thompson Portugal, even left an example of work he was involved in, a campaign created for Sumol in the 2010s that consisted of a manifesto about originality (“Maintain you original”). This campaign, which was only possible with a great deal of boldness on the part of the agency and the client (or if it weren’t for the excessively long copy for traditional canons), ended up generating unprecedented engagement for the brand – to the point that some consumers having tattooed campaign phrases on their body. «In the month the campaign was launched, Sumol was the 70th advertiser nationally. But it managed to be the fourth most effective brand», he recalls. «The power of creativity, its impact on our lives, is not to be underestimated», he reiterated.
Another example of a campaign that proved to be effective without needing many resources was the one developed by ACNE in 2018 for IKEA, which explained the differences between the Swedish retailer’s bag and Ballenciaga’s bags. It was the “highest moment” in the life of the creative agency, also of Swedish origin, and “it was worth a bag full of prizes.”
But if money doesn’t automatically translate into creativity and effectiveness, what does and doesn’t work about creativity? A paper from Harvard Business School (“Creativity in advertising: when it works and when it doesn’t”) points out factors such as originality, innovation, capacity for synthesis, flexibility and artistic value as the most decisive in creativity. A conclusion that resulted from the analysis of 450 campaigns to understand which were the most effective, with only 10 being considered very effective and another 10 not very effective. «430 campaigns remained in the center, in the annoyance, in the gray thing. There really is a lot of money wasted here. One euro invested in a non-creative campaign doubles its value», highlighted João Carvalho Oliveira.
In conclusion, the executive creative director of ACNE/Delloite Business reiterated the idea that creativity is fundamental, despite the expected budget cuts. And he left his last appeals to the audience: «Resist the temptation of price and short-termism. The brand narrative is the most important thing they have. And, above all, replace the word “risk” with “enthusiasm.”
2023-11-28 17:21:44
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