Real Creative Courage
Branding
Ads
Turning Heads
OOH
Trends
ISSUE #7
JUL 24
MOI Global creatives are often asked where we get our inspiration. The answer is always the same: anywhere and everywhere.
Take a stroll through this set of head-turning art, copy, ads, literature, culture, and trends that inspire us. And some of our original work that proves we take notice of what we see, when we look around. Features images and articles from multiple online sources, shared for inspiration purposes only, not commercial use.
In the creative realm, it's tempting to play it safe. But authentic creative courage? That's a rare gem. It's about pushing boundaries, challenging norms, and embracing the thrill of originality. Genuine creative bravery slices through the noise and distinguishes the memorable from the forgettable.
At MOI, we champion the power of bold ideas. It's not merely about being different for the sake of novelty; it's about fostering authenticity and relevance.
Today, genuine creative courage is not just a competitive edge but an essential survival tool in a swiftly evolving market. By daring to innovate boldly, we can forge profound connections, drive transformative change, and leave an enduring imprint on audiences around the world.
In the July edition of Heads Up, we turn our attention to Cannes Lions 2024 – an inspiring festival celebrating great creatives who dare to push the envelope.
In the creative realm, it's tempting to play it safe. But authentic creative courage? That's a rare gem. It's about pushing boundaries, challenging norms, and embracing the thrill of originality. Genuine creative bravery slices through the noise and distinguishes the memorable from the forgettable.
At MOI, we champion the power of bold ideas. It's not merely about being different for the sake of novelty; it's about fostering authenticity and relevance.
Today, genuine creative courage is not just a competitive edge but an essential survival tool in a swiftly evolving market. By daring to innovate boldly, we can forge profound connections, drive transformative change, and leave an enduring imprint on audiences around the world.
In the July edition of Heads Up, we turn our attention to Cannes Lions 2024 – an inspiring festival celebrating great creatives who dare to push the envelope.
Known for its iconic branding, Coca-Cola is rooted in tradition. Which is why embracing a consumer-led rebrand was a perfectly unexpected way to celebrate creativity and showcase a deep understanding of contemporary consumer culture.
By integrating hundreds of community-inspired designs into their marketing and packaging, Coca-Cola not only honours its heritage but also stays relevant in a dynamic marketplace. Seeing their own creativity reflected in Coca-Cola’s global presence, customers connect with the brand on a deeper and more personal level.
Few brands could get away with relinquishing such control, but for Coca-Cola, it served as the perfect testament to their commitment to authenticity and continuous evolution.
Another example of creative courage? When Heinz sought out self-proclaimed "mayo haters" for a NotMayo taste test.
What they don’t know is the product they're tasting is a plant based "NotMayo" condiment with striking resemblance of the traditional mayonnaise. Almost identical.
The courage to have people say that their product is disgusting is making the point to consumers that their product tastes like the real deal.
Known for its iconic branding, Coca-Cola is rooted in tradition. Which is why embracing a consumer-led rebrand was a perfectly unexpected way to celebrate creativity and showcase a deep understanding of contemporary consumer culture.
By integrating hundreds of community-inspired designs into their marketing and packaging, Coca-Cola not only honours its heritage but also stays relevant in a dynamic marketplace. Seeing their own creativity reflected in Coca-Cola’s global presence, customers connect with the brand on a deeper and more personal level.
Few brands could get away with relinquishing such control, but for Coca-Cola, it
served as the perfect testament to their commitment to authenticity and continuous
evolution.
Another example of creative courage? When Heinz sought out self-proclaimed "mayo haters" for a NotMayo taste test.
What they don’t know is the product they're tasting is a plant based "NotMayo" condiment with striking resemblance of the traditional mayonnaise. Almost identical.
The courage to have people say that their product is disgusting is making the point to consumers that their product tastes like the real deal.
Winner of a Silver Cannes Lion award in film craft, this advert from O Positive addresses the issue of ‘blandwashing’ ads to please the masses in a delightfully tongue in cheek manner.
In the ad, an increasingly grumpy Van Gogh and Frida Kahlo are beset by ‘one last revision’ which, in the pursuit of pleasing everyone, destroys their iconic artworks. Now I’m not saying that every idea creatives come up with are masterpieces – but I do know that every creative has gone through the process of being prompted to tear an exciting idea down to fit a tired mould of adverts past.
So, what is real creative courage? We believe it’s something that takes a chance and makes you feel and think. Perhaps it breaks your brand, or the norms, or bucks the trends, perhaps its overly emotional or has an odd art style.
The best creative ideas have an opinion and recognise that it simply isn’t possible to please everyone. The sooner one can accept that, the sooner you can reach the audience you actually want to reach.
Winner of a Silver Cannes Lion award in film craft, this advert from O Positive addresses the issue of ‘blandwashing’ ads to please the masses in a delightfully tongue in cheek manner.
In the ad, an increasingly grumpy Van Gogh and Frida Kahlo are beset by ‘one last
revision’ which, in the pursuit of pleasing everyone, destroys their iconic artworks.
Now I’m not saying that every idea creatives come up with are masterpieces – but I do
know that every creative has gone through the process of being prompted to tear an
exciting idea down to fit a tired mould of adverts past.
So, what is real creative courage? We believe it’s something that takes a chance and makes you feel and think. Perhaps it breaks your brand, or the norms, or bucks the trends, perhaps its overly emotional or has an odd art style.
The best creative ideas have an opinion and recognise that it simply isn’t possible to please everyone. The sooner one can accept that, the sooner you can reach the audience you actually want to reach.
Turning Heads™
The way to get
to a better ‘what’.
(What?)
We think that the B2B marketing and sales experiences that turn more heads are the ones that are “… not so B2B”.
If you want to get to these it helps to have a way to think and do things differently. We call this Turning Heads™.
It’s our own methodology and approach to problem solving which helps us to think beyond the ‘what’ and the ‘how’. Turning Heads enables us to get the right mix of experts together with their heads turned towards any challenge. And when we do this we’re able to develop really intelligent solutions that result in better business outcomes… and turn heads.
(What?)
Amidst the usual hubris, the real head turner at this year’s Cannes Lions was the widespread integration of AI into the creative process. Not as a tool for efficiency, but as a partner in creativity. It was always coming, but the shift we witnessed challenges a lot of embedded beliefs our industry has about the nature of creativity.
Mark Ritson’s session highlighted this tension and a fundamental flaw in our industry’s mindset: agencies are still fixated on the end product rather than the process. Creativity has been defined by the final output—the ad, the experience—ignoring the transformative journey that leads there.
It wasn’t just the polished ads that turned our heads at Cannes, it was the innovative processes behind them. The standout work wasn’t just creatively brilliant; it was the result of unprecedented human-machine collaborations that expanded the boundaries of what’s possible.
Despite this much of our industry is still stymied by patterned thinking - seeing AI as a threat - rather than an enabler of human potential. A resistance that comes from a fear of the unknown and a stubborn attachment to traditional notions of creativity.
Cannes Lions 2024 wasn’t just a showcase of creative genius—it was a head turning wake-up call to evolve our understanding of creativity and embrace AI’s role in creativity as not merely supportive; but as a disruptive force that tomorrow’s head turners are harnessing to reshape the way we think and work.
Amidst the usual hubris, the real head turner at this year’s
Cannes Lions was the widespread integration of AI into the creative process. Not as
a tool for efficiency, but as a partner in creativity. It was always coming, but the
shift we witnessed challenges a lot of embedded beliefs our industry has about the
nature of creativity.
Mark Ritson’s session highlighted this tension and a fundamental flaw in our industry’s mindset: agencies are still fixated on the end product rather than the process. Creativity has been defined by the final output—the ad, the experience—ignoring the transformative journey that leads there.
It wasn’t just the polished ads that turned our heads at Cannes, it was the innovative processes behind them. The standout work wasn’t just creatively brilliant; it was the result of unprecedented human-machine collaborations that expanded the boundaries of what’s possible.
Despite this much of our industry is still stymied by patterned thinking - seeing AI as a threat - rather than an enabler of human potential. A resistance that comes from a fear of the unknown and a stubborn attachment to traditional notions of creativity.
Cannes Lions 2024 wasn’t just a showcase of creative genius—it was a head turning wake-up call to evolve our understanding of creativity and embrace AI’s role in creativity as not merely supportive; but as a disruptive force that tomorrow’s head turners are harnessing to reshape the way we think and work.
An after-work social ground, or a symbol of local culture and identity? Irish pubs embody a rich tapestry of history and community - and thanks to Heineken’s brave creativity, will soon be transformed into virtual museums in an effort to protect their heritage, grant access to vital financial support, and ensure these beloved establishments continue to thrive.
Heineken's bold approach not only safeguards the legacy of Irish pubs but also reinforces their enduring place in the hearts and stories of communities across Ireland. It's a testament to their commitment to innovation and the preservation of cultural heritage in an ever-evolving world.
Oatly always puts creatives in the driver's seat, fostering an environment where honesty and playfulness thrive. This approach allows them to craft campaigns that are not only cheeky and bold, but also resonate deeply with their audience.
Take their recent Parisian murals, for instance. In a clever twist on local regulations, Oatly navigates the strict rules by creating murals that comply on the surface, but cleverly integrate their brand message through optical illusions.
By pushing boundaries, Oatly isn't just selling a milk alternative. They're redefining what it means to engage and connect with consumers in a memorable and impactful way.
An after-work social ground, or a symbol of local culture and identity? Irish pubs embody a rich tapestry of history and community - and thanks to Heineken’s brave creativity, will soon be transformed into virtual museums in an effort to protect their heritage, grant access to vital financial support, and ensure these beloved establishments continue to thrive.
Heineken's bold approach not only safeguards the legacy of Irish pubs but also reinforces their enduring place in the hearts and stories of communities across Ireland. It's a testament to their commitment to innovation and the preservation of cultural heritage in an ever-evolving world.
Oatly always puts creatives in the driver's seat, fostering an environment where honesty and playfulness thrive. This approach allows them to craft campaigns that are not only cheeky and bold, but also resonate deeply with their audience.
Take their recent Parisian murals, for instance. In a clever twist on local regulations, Oatly navigates the strict rules by creating murals that comply on the surface, but cleverly integrate their brand message through optical illusions.
By pushing boundaries, Oatly isn't just selling a milk alternative. They're redefining what it means to engage and connect with consumers in a memorable and impactful way.
Siemens Healthineers has undertaken a bold initiative with "Magnetic Stories," redefining creativity in healthcare by transforming the daunting sounds of MRI machines into enchanting children's audio books.
Imagine the overwhelming noise of an MRI machine, louder than a military jet. And now imagine the impact on a child undergoing cancer treatment. This pioneering campaign doesn't just aim to alleviate anxiety; it seeks to replace fear with fascination and discovery, turning medical procedures into journeys of magic and wonder through the power of storytelling.
Poignant storytelling, impactful visuals and brave creativity can do more than raise awareness. Together, they can encourage audiences to think twice.
This initiative from ‘Ella Without Consent’ sheds light on the alarming implications of oversharing children's photos and information online. It forces us all to consider the consequences: from data profiling and identity theft to more sinister threats like hacking and exploitation.
The campaign marks a courageous step towards safeguarding our digital futures and fostering a safer online environment for all.
Siemens Healthineers has undertaken a bold initiative with "Magnetic Stories," redefining creativity in healthcare by transforming the daunting sounds of MRI machines into enchanting children's audio books.
Imagine the overwhelming noise of an MRI machine, louder than a military jet. And now imagine the impact on a child undergoing cancer treatment. This pioneering campaign doesn't just aim to alleviate anxiety; it seeks to replace fear with fascination and discovery, turning medical procedures into journeys of magic and wonder through the power of storytelling.
Poignant storytelling, impactful visuals and brave creativity can do more than raise awareness. Together, they can encourage audiences to think twice.
This initiative from ‘Ella Without Consent’ sheds light on the alarming implications of oversharing children's photos and information online. It forces us all to consider the consequences: from data profiling and identity theft to more sinister threats like hacking and exploitation.
The campaign marks a courageous step towards safeguarding our digital futures and fostering a safer online environment for all.
Need inspiration for your next campaign, or want to chat with our global Creative
Team?
creative@moi-global.com
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