Mel Lazarus recently judged The Drum Awards for Marketing EMEA. With a Berocca fizzing away, she penned some thoughts on one of the categories that kept her up at night.
It’s the morning after judging the awards. Oh, what a night. It was a celebration of the best-in-class from our brilliant, inspiring and (occasionally) totally bonkers industry.
Rewind eight weeks.
I’ve locked myself away with enough caffeine and industrial bags of Maltesers to get through 10 hours of first-round judging. I’ve been given a couple of categories to review – around 40 entries. In that time, I’ve gained a firm grasp on what it takes to win one of those babies.
One category catches my eye. “Creative innovation”.
I see there’s a category called “creative”, another called “disruption” and – hang on – another called “technology innovation”. So what on earth is “creative innovation”? Isn’t creativity innovative, by definition? Aren’t creativity and innovation baked into everything we do as marketers? (And if not, I have some lovely contacts in risk and compliance for you).
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According to the awards, it’s “where creativity defies norms, redefines possibilities, and delivers remarkable outcomes. Original thinking, fresh vision, new ways to deliver it”.
Blimey. Creativity on steroids.
I dive in. The entries come from all sorts of industries, most with a tech twist but also with wildly different takes on the theme. But as I review, I start to spot some themes among the winning entries.
So, for those of you with an eye on the silverware, here are my four top tips for winning in creative innovation:
- Prove that marketing can change the world
This isn’t about *eye roll* purpose-led narratives. It’s about brands that do stuff and change the status quo. They shift deeply embedded attitudes and behaviors. Direct Line sells car insurance but dug deep to discover that 25% of adults drive the morning after a night out – with no ritual or even language for morning alcohol testing. Not only did this lead to their ‘Rise Responsibly’ campaign, but they actually invented a new product – a breath-testing toothbrush called the Brushalyser. It’s literally life-saving marketing.
- Make the intangible, tangible
Technology moves fast… but people need to understand it. The brands that can demystify technology so your grandma gets it will win. Sweden’s Telia showcased the benefits of 5G broadband by physically farming superior ‘5G onions’ and selling them in supermarkets all over Sweden. EY showed leadership in AI with its ‘Face of the Future’ campaign, which used its proprietary AI platform to put 200 EY employees’ faces at the center of a powerful brand message.
- Be bold and break taboos
Some things are harder to communicate than others. Suicide is a painful topic, especially for men. Movember’s approach to drive awareness of men’s mental health for World Suicide Prevention Day was brilliantly simple. It turned empty football season ticket seats into a powerful message: prompting people to ask, “Where’s my mate?”. Via QR code, they gave them the tools to spot the signs of struggle and reach out. High EQ marketing that opens up public discourse.
- Mix things up
This is what happens when worlds collide. Meta Quest needed to bring to life the experience of mixed reality headsets (v virtual reality) for a cynical Gen Z audience. At Halloween, they used traditional OOH billboards and got people to ‘step inside’ to immersive, scary experiences – replicating the MR experience. And the Mastercard Soundtrack Trophy worked with emerging music talent during the Rugby World Cup to create live soundtracks that told the story of each match as they were played. This was shared through the star rugby players to a new generation of global fans. Priceless.
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You get the idea. You can check out the winning case studies here. Right, I’m off to lie down in a darkened room.
