1. Is there a cliché associated with your product category or your intended media? Do the opposite of that cliché!
Cannes’ most favored trope of all as a smart reversal can get a campaign that doesn't only stand out but could also make the judges think "I never look at it this way before!"
While it is so seemingly simple, this technique requires some really good brainstorming sessions. What kind of opposite would have the most wow factor? If you can figure out a genuinely great one, perhaps you can even reverse-rationalize the reason later. No one would need to know.
So what are the examples?
A place always want a good review? Encourage people to give it a bad one!
Hate to Protect
A burger ad always shows beautiful burger? Show a moldy one!
Moldy Whopper
Public toilets are gross? Make very beautiful ones!
The Tokyo Toilet
Airlines reward people for traveling? Reward them for going nowhere!
Stay Home Miles Exchange
People buy condos and get some small gift as freebies? Have people buy small gifts and get condos as freebies!
The Condo T-Shirts
Pop Up stores need to stand out? Create an invisible one!
The Invisible Store
People avoid commercials? Make them seek yours!
Flipvertising
Cloth brand prefers that people don’t return their items? Encourage people to return yours!
Enjoy Before Returning
Black Friday is a must for any retail? Close your shop on that day!
#OptOutside
People see advertisement for free? Get them to pay to see the ad!
Broadway the Rainbow
Souvenirs are made of famous places? Make souvenirs of places you want to be famous!
Souvenirs De Paris
Brands sell their own products? Sell your competitors’ products!
Competitors’ Sale
Brands hire presenters to utilize the presenters as much as possible? Hire a presenter and don’t use him as all!
Neymarless Sponsorship
Posters are created base on movies? Create a movie based on a poster!
#MoviePosterMovie
Holiday time is about buying gifts for others? Encourage your customers to buy gifts for themselves!
Sorry I spent it on myself.