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High Five: Simply Disrupting the Status Quo


Regional ECD at TBWA\RAAD, Krix Berberian, picks out five campaigns that play a pivotal role as advertising tools continue to evolve

High Five: Simply Disrupting the Status Quo

Advertising, as we know it, has the power to spark conversations, shift perceptions and transform the way people see the world around them. Some brands manage to create that change either within society or through their customer experience. But as advertising tools continue to evolve, it is essential to recognise the power of simple creative ideas in driving change and the responsibility that comes with it. The selected pieces are examples of work that played a pivotal role in disrupting the status quo, influencing behaviours, cultural norms and experiences by applying the rule of simplicity. So, as we draft our next creative idea, we all must ask ourselves: “Is it simple enough to disrupt, or is it complicating change?”

Apple - 'Here's to the Crazy Ones'

Agency: TBWA\Chiat\Day LA
Production: Venice Beach Editorial
Director: Jennifer Golub

This idea remains an iconic piece of advertising and a testament to the simple power of storytelling. It taps into people's emotions, values and aspirations and provides a clear path for action. It has inspired and motivated many generations in advertising to take action to make a difference and think differently.

REI - '#OptOutside'

Agency: Venables Bell & Partners

The strength of simple ideas lies in their ability to resonate with people on a fundamental level and inspire action towards a common goal. This campaign did it beautifully by turning FOMO to FOMO ('Fear of Missing Out' to 'Fun of Meeting Outdoors').

State Street Global Advisors - 'Fearless Girl'

Agency: McCann New York

A simple idea has the potential to be incredibly influential, as it can be easily understood and communicated to a broad audience without any words. This piece managed to make a difference by standing still.

Always - 'Like a Girl'

Agency: Leo Burnett Chicago
Editorial: Cutters Studios

In a world where information overload can be overwhelming, a simple statement can cut through the noise and capture people's attention. #LikeAGirl changed a phrase to a powerful and empowering movement.

Hilton - 'Waitographer'


The potential of simple ideas becomes even more evident when they are used to solve a common problem. In this case, it is getting rid of bad photos.

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High Five, Wed, 26 Apr 2023 11:30:04 GMT