Rory Sutherland, one of UK advertising’s grand old men (no offence Rory) talks in a recent TED talk about how it is often the small things that meet us in our life, that makes the greatest impact. Both in terms of branding and marketing, but also for driving more profound behavioral change in society.
I am sure there are endless examples of this being true - but the one that struck my mind was actually this year’s Cannes Lions Grand Prix winner “The Fun Theory” by VW (see below). As simple as it is, this campaign transcends the borders of advertising by showing that real behavioral change can be achieved by changing very small things and thereby making it fun. By this I am not implying that all bottle containers should be bottle arcades or one bin deeper than the other, no, I am simply introducing the idea that by focusing more attention to the small things, and to the experience, great social innovation could potentially be achieved.
How come no city planner have ever tried the bin, the staircase or the bottle bank arcade before?