The notion of Disruptive Creative is quite simple – how can a brand be special if it’s not different? To stand out in the world of clutter, there must be something different, something unique and special to attract the consumer’s attention.
To get noticed, you must stand out; to stand out you must disrupt.
Disruption doesn’t have to be negative. In fact, if done properly, it’s quite positive. Let’s not confuse the word “disruptive” with “destructive.” The fact is, it’s quite the contrary.
Disruption can take many forms: it can be silence in a wall of sound; it can be a white dot in a field of black; laughter in a sea of sadness; beauty in a world of ugliness. It can be radical or somewhat subtle. But it must have the power to engage people, to have them take notice. It’s so incredibly good, that it stops you in your tracks and makes you want to take a picture of it to share with your friends. It can defy a single execution, and even have the power to make the news.
Disruptive Creative gives people credit for being smart. It taps into insights and intelligence. We, as humans, strive to understand the “why” factor. Disruptive Creativity poses a problem to solve. What’s different? What’s New? What’s attractive? Why do I care?
It entertains us and makes the mundane magical. It triggers emotion.
It’s creative that makes us think.
Relevant Disruptive Creative can pay dividends for any brand (relevant being the key word) when it comes to awareness. I’m not suggesting frivolous disruption – that wouldn’t make sense – but disrupting to make a point, as part of your messaging strategy, is powerful.
Take for instance Whopper Detour campaign, which recently won at Cannes. The idea was to get people to download and use their app. In return, you’d get a whopper for a penny. The kicker was you had to go to a McDonald’s to download the app (they literally geo-fenced 600 locations). The idea was so strong and the execution was flawlessly integrated that (all awards aside) the campaign made the news.
Disruptive Creative is simply one way to do it – a powerful way to do it. For us, we use that creative power to help organizations like The United Performing Arts Fund raise (record) fund year-over-year. Our solution to get people to donate was to remind them that the arts don’t happen without contributions. We showcased iconic theatrical characters with no bodies to fill in the costume. Our message was simple and clear – Without you, its just an empty stage.
Gauge your own messaging accordingly. Trust your gut. Create work that moves the needle. Make your client and agency proud. It should excite and have the legs to extend for you.