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“IF YOU CAN SEE THE BANDWAGON, YOU’RE

TOO LATE.”

Instead of showing you what’s trending, here are some techniques that may potentially trend.

IN TIMES OF UNCERTAINTY, FORTUNE

FAVORS THE BRAVE

AND THE BOLD.While everyone else is on what’s currently the method du jour, those who seek to stay ahead of the game might be interested in exploring what’s bubbling under the surface.

At the start of every trend are the few daring enough to take the first leap.

WELL TOLD

WELL BOLD

POWERFUL TRUTHS

CAN BE TIMELESS.

“WELL TOLD?”

WELL THAT’S ANOTHER THING.

TECHNIQUES ADVANCE.

STANDARDS CHANGE.

THE AUDIENCE EVOLVES.

SOME THINGS HOLD UP.

AND SOME DON’T.

THE APPROACH TO EXECUTIONS CAN

ALSO BE CYCLICAL.

SOMETIMES THE FAMILIAR CAN BE

RELEVANT AGAIN IF REFRESHED,

REIMAGINED OR REINVENTED.

WELL TOLD. WELL TRACKED.

AS PART OF MWG’S GLOBAL CREATIVE COUNCIL WE

REGULARLY KEEP TRACK OF THE KIND OF WORK THAT IS TRENDING UP.

MWG Creative Council heads Pat Baron and John Mescal of

“Dumb Ways To Die” Fame.

FOR THIS AFTERNOON, ALLOW US

TO SHARE FOUR OF THESE

OBSERVATIONS ON CREATIVE

EXECUTIONS THAT ARE ON THE CUSP OF

TRENDING.

THINK OUT OF THE BOX? TRY THINKING OUT OF THIS WORLD.

1

THINK OUT OF THE BOX? TRY THINKING OUT OF THIS WORLD.

1

In our mad dash to portray authenticity, to evoke powerful

emotions, we’ve flooded the market with real stories.

Storytelling, when done well, will always remain a strong option,

but it is becoming increasingly difficult to stand out.

And the standards of “doing it well” gets harder and harder.

THINK OUT OF THE BOX? TRY THINKING OUT OF THIS WORLD.

1

What we portray as “real” is in danger of becoming the new fake

because everyone has been churning it out.

When we can’t out-real reality… maybe we should

CHALLENGE IT instead. And we start by asking WHAT IF…

1. Samsung Ostrich

How Samsung challenged reality and demonstrated a human truth and their

brand values (also rooted in human emotion) in a fresh, unexpected way.

Without showing humans.

2. Meet Graham

Countless car safety ads have tried to shock us by showing the dangers and

consequences, to the point we’ve become desensitized by it. By challenging reality, the

MEET GRAHAM campaign demonstrates how humans will evolve to survive car crashes.

3. FIELD TRIP to Mars

Lockheed Martin challenged reality by turning a section of the city into Mars to

demonstrate their vision.

WILL IT

WORK IN

THE LOCAL

MARKET?

It has in the past. BAYER Philippines launched Berocca by challenging reality, at a time when

humans were losing their jobs to machines, they created a world of machines wherein

humans powered by Berocca were taking their jobs.

NEED TO GET OUT OF YOUR COMFORT ZONE?PLAY OUTSIDE YOUR CATEGORY.

2

NEED TO GET OUT OF YOUR COMFORT ZONE?PLAY OUTSIDE YOUR CATEGORY.

2

And no, not just to get learnings. Perhaps the freshest way to drive

home our point is to take it out of our category’s space and showcase it in another.

Because sometimes if we want to change the game, we have to

explore another playing field.

1. SHELL WE MOVE

How a housing brand switched things up and created a house for the species that’s toughes

to please.

2. SUPERBOWL TIDE AD

How TIDE invaded other categories by showing how bright white shirts in other ads.

3. NISSAN CHAIR

How Nissan showed their product benefit by solving a problem in the field of office supplies

and furniture.

WILL IT

WORK IN

THE LOCAL

MARKET?

WHEN OUTSMARTING DOESN’T CUT IT. TRY OUT CRAZY-ING.

3

WHEN OUTSMARTING DOESN’T CUT IT. TRY OUT CRAZY-ING.

3They say there’s a thin line between intelligence and insanity. We don’t always have to let that line stop us. Sensibility may be what’s holding us back.

Like a brand once famously said, dare to be stupid.

1. SURVIVAL BILLBOARD

How a brand was crazy enough to put their consumers on a billboard and ask their other

consumers to subject them to the elements.

2. DEISEL

How Diesel was crazy enough to meet the problems of knock offs by joining them and maki

their own.

3. HOT WHEELS

How Hot Wheels toy cars demonstrated the fun of their products by being crazy

enough to create a life sized replica of their looping tracks.

4. TESLA

Out of home? Try out of earth. How TESLA was crazy enough to create the world’s first ever

outer space ad placement by launching a car into space.

WILL IT

WORK IN

THE LOCAL

MARKET?

Decades ago, SALEM beds built their brand by having a LIVE ELEPHANT sleep on it. We

could use a little more of that kind of crazy.

STAND OUT BYTAKING A STAND4

STAND OUT BYTAKING A STAND4

In almost every brief we receive these days, we are asked to target millennials and Gen Z. While we try to emulate their words, their images, their whims and engage them on their platforms, we continue to ignore something that they believe in the most.

STAND OUT BYTAKING A STAND4

Studies both here and around the world have repeatedly shown that these generations prefer brands that take a stand on the issues that matter to them.

1. FEARLESS GIRL

How STATE STREET made a landmark statement about the challenges women have to

face in the workplace.

2. UNDER ARMOR

How UNDER ARMOR hitched their wagon to a disgraced but dedicated athlete to show

that it’s not the scandals that define a person, but what he does when no one’s watching.

3. COCA-COLA

How COCA-COLA made a statement about America’s multicultural populace by asking

people from all ethnicities to sing AMERICA THE BEAUTIFUL.

4. BREWTROLEUM

It doesn’t have to be serious .THE BREWTROLEUM campaign demonstrates a how a

brand can take a stand in a fun and irreverent way without becoming preachy.

WILL IT

WORK IN

THE LOCAL

MARKET?

From brands like Bench, Boysen and SMART taking on LGBT issues, to HANA shampoo and Coca-Cola

creating billboards that cleaned up rivers and EDSA respectively, it can be done.

DONE RIGHT, THESE WAYS OF

THINKING HAVE THE POTENTIAL

TO TREND EVEN HERE IN THE

PHILIPPINES.

AS LONG AS THEIR FOUNDATION IS

A POWERFUL AND RELEVANT

TRUTH.

THANK

YOU