Olé Pedersen, Patricia De Luca and Heather LeFevre presented this content at Cannes on June 21, 2011. The workshop was one of 20, selected from hundreds of entries as part of the festival conference. Participants learned the philosophy behind and practiced making cultural movements.

1. WELCOME
June 21, 2011

2. CULTURAL MOVEMENTS: IN BRIEF

4. OUR DEFINITION:
“An organized community of passionate advocates who rally around an idea on the
rise in culture to bring about change”

5. GREAT MOVEMENTS:
NOT A LOT IN ADVERTISING
Anti-war Movement
American Revolution
Counter-Culture Movement Green Movement
Civil
Rights
Gay Rights

6. INSTINCTIVE
CULTURAL MOVEMENTS:
BEHAVIOR

7. WE ARE SLAVES TO OUR EMOTIONS
“Reason is and ought only be the slave of the
passions, and can never pretend to any other office
than to serve and obey them”
David Hume, Philosopher

8. WE ARE SOCIAL ANIMALS
“The most powerful motivator of our personal behavior is our
longing for connection with one another”
Tina Rosenberg
“Man is by nature a social animal”
Aristotle

9. WE HAVE A NEED TO BELONG

10. EXERCISE

11. GATHERING
CULTURAL MOVEMENTS:
FORCE

12. MOVEMENTS ARE ABOUT CHANGE

13. MOVEMENTS ARE FUELED BY TECHNOLOGY
“More than half the human race is under 30. They’ve never
known life without the Internet”

14. MOVEMENTS ARE THE NEW SOCIAL HUBS

15. MOVEMENTS HAVE A PURPOSE

16. MOVEMENTS ARE NOT ABOUT YOU
“If you talked to people the way advertising talks to people, they’d
punch you in the face”
Hugh MacLeod

17. MOVEMENTS ARE PARTNERSHIPS

18. MOVEMENTS ARE A DELICATE “SCIENCE”

19. YOUR
CULTURAL MOVEMENTS:
BRAND

20. FIND THE TRUTH IN YOUR BRAND
WHAT
HOW
WHY

21. MINE CULTURE FOR RISING STRAIN

22. TWO WORLDS COMING TOGETHER

23. LIGHTING THE SPARK

24. TRADITIONAL ADVERTISING vs. MOVEMENT MARKETING

25. INTERRUPTION
PARTICIPATION

26. CONNECTING WITH OTHERS
TALKING ABOUT YOURSELF

27. STARTS FROM THE BRAND PURPOSE
STARTS FROM THE PRODUCT

28. VALUES
FUNCTIONALITY

29. COLLECTIVE
INDIVIDUAL

30. CASE STUDIES
How do you spark a movement?

37. SOME PRINCIPLES

38. 1. START WITH YOUR BRAND TRUTH AND IDENTIFY AN IDEA ON THE
RISE
Why does your brand exist today?
What is going on today in consumer culture that makes your
brand more or less culturally relevant?
What role does it or could it play in culture?
What idea in culture could it champion?

39. 2. CATALYZE THIS INTO A SHARED CULTURAL GOAL OR ETHOS
To bond parents, children and teachers through character-building creativity
To make Americans rethink dumb, mindless consumption
To turn male bonding moments into community improving initiatives

40. 3. ACTIVATE THE BRAND IDEA, NOT JUST
BROADCAST IT
Movements are more than messages.
What do you want people to DO as a result of your idea?
What assets can you create that:
i. Allow your community to participate in this idea?
ii. Demonstrate that your brand is doing something, not just talking about
it?

41. 3. ACTIVATE THE BRAND IDEA, NOT JUST BROADCAST IT
To bond parents, children and teachers through character-building creativity
Action: participate in school’s lives
To make Americans rethink dumb, mindless consumption
Action: send pictures of dumb things
To turn male bonding moments into community improving initiatives
Action: donate beer caps

42. 4. USE BROADCAST AS A
MEGAPHONE FOR YOUR
MOVEMENT

43. 4. USE BROADCAST AS A MEGAPHONE FOR YOUR MOVEMENT
AFP Pritt volta as aulas 252x11B.indd 1 1/5/10 6:32:39 PM

44. 5. PROVOKE / IGNITE A SENSE OF COMMUNITY AND CAUSE
How can you create or leverage existing communities?
What powerful symbols and iconography can you you create to
catalyze your efforts and make people feel part of the
community?
How can these members see their tangible actions in the
movement?

45. 6. ENSURE THE
MOVEMENT IS ALWAYS
ON AND FOSTERS CO-
CREATION

46. LET’S MAKE A MOVEMENT

47. THREE MOVEMENT IDEAS
An idea on the rise in need of a brand
A movement idea for an FMCG brand
A successful brand that could be made even better

48. CAVEAT

49. THE BRIEF
THE CRUX OF THE CHALLENGE
What is the real problem – the key question we have to answer?

50. THE BRIEF
THE INCITERS WHO FAN THE FLAMES
Who will stir, encourage, urge on, stimulate, arouse or prompt action? Pithy and evocative title description of our
inciter target.
A rising cultural tension – aspiration vs villain – and the key insight into why it matters so much to our target.
The cultural arena where they play, congregate, debate, share, opinionate, where conversations around this
cultural trend are taking place.

51. THE BRIEF
SPARK
What experience/idea will kindle their passion; surprise them, challenge them, fuel interest and conversation?
TALK VALUE
What is remarkable about our brand – why will they talk about this idea/experience?

52. #1

59. Idea on the rise:
A Movement Movement

60. BRAND #1

61. Life is movement. Movement is a basic characteristic of all life. Movement nourishes the body, activating and
strengthening it, inside and out. HÅG understands the art of creating movement as you sit.

62. THE BRIEF
THE CRUX OF THE CHALLENGE
How can HÅG create a movement movement that starts at your desk?

63. THE BRIEF
THE INCITERS WHO FAN THE FLAME
Free-spirited desk dwellers.
The office is not a gym.
Procrastination places: Twitter, Facebook, Email, Blackberry, Toilet, Kitchen.

64. SPARK THE BRIEF
Sitting is killing you.
TALK VALUE
How can a chair make you move? We spend more time sitting at a desk than lying in
Honesty: making good chairs isn’t enough. bed, 9.3 hours compared to 7.7 hours.
HÅG’s philosophy: a passion for movement. Do you spend more on your bed than your chair?
Sitting increases risk of death, obesity, disease.
The 30 minutes of recommended activity a day is not
enough.

65. #2

66. "continually creating ways to keep your hair looking undeniably fabulous"

67. IDEA ON THE RISE

68. hair
length
age

69. hair
length
age
VS.

70. hair
length Idea on the rise:
Doomed to have Mom hair
age
VS.

71. THE BRIEF
THE CRUX OF THE CHALLENGE
How can John Frieda convince women to stop giving in to ‘mom-hair’?

72. THE BRIEF
THE INCITERS WHO FAN THE FLAME
Tress Revolutionaries.
Long hair is not appropriate for grown-ups.
Hair salons, girlfriend trips, book club, Facebook, among daughters and mothers.

73. SPARK THE BRIEF
Wear your hair long.
TALK VALUE
Those aged over 65: 60% of them feel younger than John Frieda’s products protect long hair.
their age. Product line for hair repair and frizzy hair.
Short hair is the new mum jeans.
Older women are feeling pressure to cut their hair
short.

74. #3

75. 70% of users outside
the United States
44,798,032
people like this
700 billion minutes per 500 million
month on Facebook active users
“Giving people the power to share and make the world more open and connected.”

78. IDEA ON THE RISE

81. #4 I wish I had stayed
in touch with friends

82. #4 I wish I had stayed
in touch with friends

83. Idea on the rise:
Keep your friends close
#4 I wish I had stayed
in touch with friends

84. THE BRIEF
THE CRUX OF THE CHALLENGE
How can we get friends to view Facebook as the path to deeper relationships?

85. THE BRIEF
THE INCITERS WHO FAN THE FLAME
Connection seekers.
Facebook is all pokes from strangers.
Real-world meet-up places: Bars, restaurants, gyms. Encourage connection on Facebook itself.

86. SPARK THE BRIEF
Don’t die old and lonely.
TALK VALUE
Positive psychology findings: relationships are key to Friends don’t make themselves.
a happy life. Focus on three relationships a week.
Real moments combined with digital moments can
strengthen relationships.
Top regret on a death bed: not staying close with
friends.

87. LET’S MAKE A MOVEMENT

88. THREE MOVEMENT IDEAS
An idea on the rise in need of a brand
A movement idea for an FMCG brand
A successful brand that could be made even better