Is it time for the Advertising industry to stop working from an insight and start to think like Service Designers?
This morning I scrolled through Twitter as you do while eating breakfast before starting your working day and I noticed this Tweet:
I watched the video and was unsure what was going on until I saw the insight, ‘You miss a lot glancing at your phone’. I thought this was a great piece of creative after I realised. The second thought was that the film was probably inspired by Ok Go — The One Moment Music Video. The third thought was the most important though, is that really going to stop people using/ glancing at their phone? I mean, it’s a great thought provoker but Advertisers really need to and can do so much more.
I am all for getting to the core of the problem and solving it, this way it can have a bigger impact, usually by changing people behaviours, and that probably could win the ad industry more awards (know some of you might be listening right). Don’t get me wrong; I love film, I think very visually and have tried myself in making films as a Creative. But the same feeling remains, this video was the type of idea me and the teams used to come up with while I was working in the advertising industry at varies agency; everybody would get excited but me? I knew more could be done to tackle the actual problem, which is why I left the ad industry and later discovered Service Design.
The forth though was a piece of work done by a Danish guy I was lucky enough to study with while in Copenhagen, Denmark at DMJX. There I met Mads Schmidt, Mads and 3 other Danes have just been selected by Creative Circle to represent Denmark for Eurobest Youth Competition in London this November. While study Mads had this idea that really would stop most people using/ glancing at their phone. The idea got shortlisted at Future Lions 2015:
This is a great example of changing the driver’s behaviour, while still selling a benefit to the customer. The consumer saves money, the insurance company deal with fewer claims, everybody wins. But to make an idea like this happen takes Design Thinking, is it time we change the industry?