Brillaint breakdown of what actually worked this year. The JD Sports campaign flipping the question back to the audience instead of telling them what to feel is such a subtle but powerfull move. I've run campaigns where we tried to script every emotion and they always fell flat compared to when we just let real moments breathe. That 286 person approach isnt scalable for most brands but the principle of trusting the subject to tell their own story absolutely is.
Brillaint breakdown of what actually worked this year. The JD Sports campaign flipping the question back to the audience instead of telling them what to feel is such a subtle but powerfull move. I've run campaigns where we tried to script every emotion and they always fell flat compared to when we just let real moments breathe. That 286 person approach isnt scalable for most brands but the principle of trusting the subject to tell their own story absolutely is.
Glad you enjoyed!! And exactly, people will lean in more, when brands stop trying to control every emotion.