The New Creative: A Sheep In Wolf's Clothing
Actually, it’s a guy in wearing a wolf costume. And a few other people wearing pigs costumes to andromorphically transform the “Three Little Pigs” parable into a breakthrough ad campaign for The Guardian. That’s was an example of creativity inspired by some new data analysis developed by Leo Burnett to make ads more human.
The Leo Burnett team presenting at the Cannes Festival of Creativity call the concept “HumanKind,” and they’ve even created a “Human Lab,” to conceive and produce ads based on the insights generated from it.
So I just told you about the andromorphic Guardian spot. The example showed just before that one was an ad for Canal+ featuring a walking/talking bearskin rug behaving like a French film director. (I’m not kidding you.).