In the dynamic world of advertising, creativity is often showcased through striking visuals and memorable campaigns. However, the role of creative agencies is starting to extend beyond crafting traditional advertisements. Today, clients are seeking creative solutions that span product design, operational innovations, and holistic brand experiences. This shift reflects a broader understanding of creativity as a vital driver of business growth and transformation.
Transforming product design
R/GA and Nike FuelBand
R/GA’s collaboration with Nike on the FuelBand in 2012 was one of the first Titanium Grand-Prix winning ideas at the Cannes Lions. The FuelBand, a wearable fitness tracker, not only monitored physical activity but was also integrated with social media to foster a connected community. In its initial years, the it sold out quickly and saw a substantial market presence. At one point, the eBay resale price was double the suggested retail price.
This innovative product was first of its kind and contributed significantly to Nike’s financial performance. The company’s profits jumped to 18%, which waa a stark contrast to the previous year’s 1% decline. R/GA played a crucial role in the product’s conceptualisation and development, blending digital technology with sleek design.
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Enhancing accessibility and inclusivity
DDB Mudra Group and EatQual
Aimed to make the dining experience more inclusive for all, in 2020, EatQual started with a focus on giving specially-abled customers with upper-limb disabilities the same access to delicious burgers as everyone else. The campaign led to the redesign of McDonald’s packaging to be more accessible, ensuring that everyone could enjoy their meals with ease. The initiative reached 11.1 million people and experienced a 2.5-fold increase in usage of the EatQual packaging from December 2020 to January 2021.
In 2023, they launched EatQual 2.0 with a Colour-Blind Friendly feature in their app and website to enhance the visual experience for colour-blind individuals. Through a specialised algorithm, the app and website present the menu in colours tailored to the individual’s needs.
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Reimagining brand identity
DesignStudio and Airbnb
Airbnb’s rebranding, guided by the creative agency DesignStudio, showcases how agencies can redefine a brand’s identity to better reflect its values and vision. The rebranding effort wasn’t merely cosmetic; it was a comprehensive overhaul that included a new logo, visual identity, and brand philosophy. The “Bélo” symbol, representing belonging, encapsulated Airbnb’s mission to create a sense of home and community for travellers worldwide.
It also helped Airbnb’s valuation soar to $29 billion, far surpassing their closest competitor. This creativity has been pivotal in distinguishing Airbnb from traditional hospitality services, fostering a strong, loyal customer base.
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Revitalising culture and language
McCaan NY and ADLaM Alphabet
Another great example of creativity beyond traditional campaigns is the ADLaM initiative by Microsoft and McCann. It aimed to preserve and promote the ADLaM script, created by brothers Abdoulaye and Ibrahima Barry, used by the Fulani people of West Africa. By digitising the script and integrating it into Microsoft products, the initiative helped millions communicate in their native language and won a Cannes Lions Design Grand Prix award.
The impact of this initiative has been significant. It has provided digital tools that support education and literacy among the Fulani community, making the ADLaM script accessible to over 40 million Fulani speakers worldwide. Additionally, the initiative has fostered a sense of pride and identity within the community, demonstrating how agencies can leverage technology and creativity to make a lasting impact on societies.
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Pushing social boundaries
Scholz & Friends and The Tampon Book
Scholz & Friends’ innovative approach to circumvent Germany’s high tax rates on tampons by creating The Tampon Book is a perfect example of creativity pushing social boundaries. Germany imposed a 19% luxury tax on tampons, while books were taxed at a lower rate of 7%. The agency developed The Tampon Book, a book containing 15 tampons, thereby exploiting the lower tax rate applied to books.
This creative protest not only highlighted the unfair taxation but also garnered widespread media attention, sparking a national debate and contributing to the eventual reduction of the tampon tax in Germany. The campaign won numerous awards, including a prestigious Grand Prix at Cannes Lions, demonstrating the power of creativity to influence social change and policy.
Conclusion
Creativity can yield substantial financial benefits by enhancing long-term brand health, sales, consumer behaviour, and brand perception. By embracing a broader scope of creativity, agencies are not just creating memorable campaigns but also driving meaningful change and innovation across various business functions.
At Melt, we had an insightful conversation with Dheeraj Sinha, the Group CEO – India & South Asia at FCB, discussing creativity in businesses. Watch the full episode where we explored the future of advertising, the significance of discovering and fairly appreciating talent, and strategies for problem-solving through creativity.