Creativity has the power to change human behavior

@LeoBurnett @KevLilly @HowardL

1234567+ 910 Practice

Ideas

Words

Pictures

Words matter.

i never said you were ugly.

i never said you were ugly.

i never said you were ugly.

i never said you were ugly.

i never said you were ugly.

i never said you were ugly.

i never said you were ugly.

Words matter. Choose them wisely.

you’re ugly.

What are the words and ideas that lead to action?

SIMPLICITY TENSION AROUSAL ACTION

SIMPLICITY TENSION AROUSAL ACTION

SIMPLICITY

Q: How many brand messages are people exposed to every day?

A: Who cares?

We have fractions of a second to get the thumb to stop

While patience is a virtue, it’s no longer a reality

The most annoying thing about brands on social media

33%Write sloppily

Leo Burnett Worldwide // September 2014 //

Get to the f*cking point

Leo Burnett Worldwide // September 2014 //

...simplify, simplify.- Henry David Thoreau

Leo Burnett Worldwide // September 2014 //

...simplify, simplify.- Henry David Thoreau

Wrong Words vs. Right Words

Reduction vs. Simplicity

Leo Burnett Worldwide // September 2014 //

“I have only made this letter longer because I have not had the time to make it shorter”

- Blaise Pascal

Brief but meaningless

SIMPLICITY TENSION AROUSAL ACTION

TENSION

Everything good has it.

Good tension kills indifference

Team A Team B

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Team A Team B

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Team A Team B

Start with assumptions Find contradictions Left with unresolved tension

Are you in good hands?

#LikeAGirl

SIMPLICITY TENSION AROUSAL ACTIONAROUSAL

“Jaw dropping, good, sexy food”

“Everytime I need a fix...”

$$$$ - Sex

$ - Drugs

Ecological disaster Corporate neglect

Surge for stability More unwanted war

War against marriage Gay rights

Migrant workers� rights Illegal immigration

v.

v.

v.

v.

Estate Tax

Death Tax

Arousal takes us from sharing to caring

High Arousal Low Arousal

PositiveAwe

Excitement Amusement

Contentment

Negative Anger Anxiety Sadness

SIMPLICITY TENSION AROUSAL ACTIONACTION

Leo Burnett Worldwide // September 2014 //

Some ideas inspire action, most don’t allow for it

Make it clear what you want people to do

Leo Burnett Worldwide // September 2014 //

Sharing is not necessarily changing behavior

#IWillIfYouWill

#GangUpForGood

SIMPLICITY TENSION AROUSAL ACTION

problem what’s the problem the brand is trying to solve? purpose what does this brand believe? why does it exist? people who are we talking to? what are relevant attitudes, beliefs, and feelings? behavioral tension

what are they doing now? what is the behavioral tension?

change challenge what is the specific change we must create?

cultural fuel what else is happening in culture that could accelerate this change?proof

how do we know it’s impacting the business?