This is a very enlightening post we found at another plannig blog about the importance of insights and observations (and not always from research) on the way to create great advertising that strikes a chord with people.
Here are some appetizers from it:
Crispin Porter & Bogusky for Burger King
Employed a social scientist to make a bigger cultural observation about what people are eating and why, revealing a dissatisfaction amongst men…
Goodby Silverstein & Partners for HP iPOD.
Delving into people’s playlists, they found that the mash up of music was far greater than you’d ever expect – Bach next to U2, Interpol, Eminem, Willie Nelson and so on…
And this one for Boots about how the Brits go crazy for the sun and “every second counts.”