I usually hate acronyms
But last week at MAD 2014 I learned 3 that describe generation Z:
- YOLO = you only live once
- YODO = you only die once
- FOMO = fear of missing out
Check out if your teenage kids use them. I bet they do.
Other attributes of generation Z:
- You’ve got their attention for 8 seconds
- “What can you do for me…”
- Use whatsup / snapchat, then Instagram and only then facebook
One of the main reasons I come to events like MAD 2014 is to get inspired. This year I got my inspiration from Gerry Human, Executive Creative Director Ogilvy & Mather. He talked about creating your campaigns around ideas that are original and true. Original and true ideas are sometimes inconvenient and controversial, but this is the only thing that can make your campaign be liked by millions.
Gerry shared with us a number of examples that demonstrate how difficult-to swallow ideas attrack millions and how technology was used to amplify the ideas.
Be your beautiful self – Dove
You’re probably familiar with some version of this camera shy video from Dove. Based on the disturbing statistics that only 4% of women believe that they are beautiful , Dove and Ogivly decided to do something about it with the The Ad Makeover. Millions of women agreed with them.
Travel yourself interesting – #TYI – Expedia
When you think about campaigns in the tourism and travel industry you think about beautiful beaches and amazing city skylines. Gerry shared 2 campaigns that take a completely different approach.
Expedia was brave and smart to avoid clichéd travel advertising in favour of a campaign that’s more about what you get out of travel than where you go. See 3 great examples here. They also launched a competition that used Twitter to convert boring twits and travel them interesting with the #TYI hashtag. Here’s one great example.
The magic of flying – British Airways
And the last example I wanted to share with you, is the well-known British Airways #Lookup campaign, with children pointing to the sky every time a BA plane flies overhead. A lot of technology involved in this campaign, but what made it so successful is the naïve magic of flying.
Looking for some more inspiration?
Check out Jonathan Mildenhall’s presentation at MAD 2013. Back then he was VP of global advertising strategy and creative excellence at Coca-Cola. Now he’s CMO of Airbnb.