TAMBULI AWARDS
THE WORK
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Cheuk Chiang David Guerrero encouraged everyone to trust their gut and believe in their instinct,“ Don’ t be a slave to focus groups. Be a master of your own genius.”
EMOTION, CHOICE AND PURCHASE“ The connection to the emotion makes us able to decide and choose,” David Guerrero stressed.“ Without it, we are simply lost in this sea of choices and we are lost in this world of complexity.” He continued:“ It’ s only when you start to love something that you can buy it.”
Another insight Guerrero made was that although people tend to stay loyal to brands, people can change. As a result he stated that,“ brands need to continually restate their purpose. They need to remind people what they stand for and that what they stand for is relevant to people.” From there, Guerrero discussed an article posted on Wix. com that asked“ What are the nine things that people care about most?” As he enumerated those nine things( love, family, friends, inspiration, tolerance, animals, laughter, music, and happiness), Guerrero stated that,“ We love brands for the part they play in helping us with those things we love.”
GET OFF YOUR BACKSIDE! John Merrifield shared a clip of one of his favorite television shows growing up:“ Mutual of Omaha’ s Wild Kingdom” was something he looked forward to as a kid, and apparently, it was also a favorite of Prince’ s— which had branded content before people knew what it was. While“ Wild Kingdom” aired on Saturday nights when Merrifield was a kid, Sunday nights showcased“ The Wonderful World of Disney”— example of how Mutual of Omaha and the Walt Disney Company made a real positive contribution to society.
As he expounded on heading Google’ s“ Zoo,” as its Chief Creative Officer, Merrifield said that their mission,“ is to hopefully make a dent.” He then presented a case study of Colenso BBDO’ s“ Pedigree Found” mobile app that helps dog owners in New Zealand find dogs that they have lost, which has reunited 96 dogs with their owners within six weeks from its launch. Another example: Lux’ s Sakura Dream project, which over the course of the next eight to ten years will see Google and Unilever joining forces to plant 170 kilometers worth of cherry blossom trees in Tohoku, an area devastated by the 2011 tsunami— a living memorial of a past tragedy that also serves a function— to show future generations that possible safety from future tsunamis may lie beyond the sakura trees.
RAYNER: ATTITUDES THAT BEGET VIOLENCE“ In Australia, one woman every week is murdered at the hands of a current or former partner. In the Philippines, 39 percent of murders of women occur from someone intimately close to them. One in three women in Australia experience physical violence. In Philippines that’ s one in five. That’ s a lot of people in this room,” testifies Anne Rayner, Global Head of Communications Research of international research consultancy group TNS( formerly Taylor Nelson Sofres). She adds,“ Ninetysix percent of us condemn that. But you will be surprised at the number of us who hold attitudes that actually lead to violence. There are violence-condoning attitudes that we don’ t even realize.”
Communications research, when done right, can save lives and change entire societies for the better, Rayner attests. and highlights how projective techniques— personality tests designed to let a person respond to ambiguous stimuli— when properly applied to focus groups, get to the very source of domestic violence culture.
The result of this communication research, the insights derived from them, and the strategy formulated as a result, was this riveting and indelible PSA for the Australian government by the BMF agency released in April 2016 entitled“ Stop It at the Start.”
PAULA TAYLOR: CREATIVITY FOR GOOD An environmentalist who’ s unafraid to wear her green-loving heart on her sleeve, Taylor showed examples
July- August 2016 | adobo magazine