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In the fast-paced world of corporate affairs, grabbing attention and delivering impactful campaigns can be a constant challenge. With information overload and competing messages, it’s easy for press releases and lengthy statements to get lost in the shuffle.
Despite this, many often dismiss the importance of creativity in corporate campaigns, thinking that either visual appeal or strong narrative alone can carry the message. However, the reality is that you can have the most visually stunning idea, but without the right story and connection, it won’t resonate. Conversely, even the most powerful narrative can fail to impress if it is presented in a style that looks and feels dry. The key lies in combining both elements seamlessly.
Corporate affairs needs a shot of creativity to stand out in today’s competitive landscape. Here are 5 real examples to demonstrate our top tips for using creativity to get your message noticed:
Example: OutHorse Your Email
Iceland’s “OutHorse Your Email” campaign uses humour and a touch of absurdity to address the issue of digital disconnect on vacation. The playful idea of horses composing professional out-of-office replies cleverly sparks conversation about the importance of unplugging from work emails while traveling. This campaign highlights the potential downsides of constant digital connection, encouraging tourists to be present and enjoy their Icelandic experience. By using humour and surprise, Iceland successfully drew attention to their message in a memorable way.
Example: Citizens Advice – Elephant in the Room
The “Elephant in the Room” campaign by Citizens Advice uses a large inflatable elephant to symbolise the difficult conversations people might hesitate to have, particularly regarding finances. The elephant serves as a visual metaphor, prompting viewers to seek help for financial challenges they might be facing. This campaign effectively highlights the importance of addressing sensitive topics and the support available from organisations like Citizens Advice. Visual storytelling can make complex issues more accessible and engaging.
Example: LEGO MRI Scanners
The LEGO Foundation’s donation of LEGO MRI Scanner models is a creative approach to reducing anxiety in children undergoing MRI scans. These playful sets allow children to explore and understand the MRI machine, fostering collaboration with medical staff. Developed through a collaboration between a passionate LEGO employee and a hospital radiology team, this initiative has proven to reduce stress and improve scan quality. Making the experience tangible helps in demystifying the procedure for children, making it less intimidating.
Example: High Tide Benches in Copenhagen
The Copenhagen “High Tide” bench campaign uses elevated city benches to the predicted height of rising sea levels in 2100, providing a tangible and unexpected approach to climate change communication. Placed in prominent locations and accompanied by clear calls to action, the benches spark conversation and encourage residents to consider the impact of climate change on their city. This campaign shows how reimagining everyday objects can powerfully communicate urgent messages.
Example: Say Pants to the Tax by Marks & Spencer
Marks & Spencer’s “Say Pants to the Tax” campaign ingeniously utilised imagery of period pants to advocate for the abolition of VAT on this eco-friendly product. The campaign underscored the injustice of taxing these items differently from traditional period products, resonating strongly with cost-conscious consumers. With a catchy slogan and captivating visuals, the campaign created a mark on the public consciousness, demonstrating the power of clever language and visual appeal in driving social change.
As the landscape of corporate affairs continues to evolve, the importance of integrating content and creativity will only grow. It is essential that content and creative teams do not work in siloes; campaign concepts should integrate both components from the outset. By thinking with both storytelling and visual appeal in mind, corporate communications can remain relevant, engaging, and impactful.
