From conception to design to execution, it’s more important than ever for brands to take fun seriously! Thoughts leaders gathered in Cannes, this week, made the point again and again.
“We have to design for fun,” Billie Whitehouse, CEO of Wearable Experiments, told Cannes Lions TV behind the main stage, this week. “It’s such a huge part of our
life … it’s the core of our human experience.”
Of course, there are powerful forces fighting against fun. “We’re now thinking about quantifying everything in
such a real detailed way that we’re forgetting that there is this element of fun that is really important to how we live our lives,” Whitehouse said.
Fun, meanwhile, isn’t
without risk. As such, “It’s without doubt that I take many risks, and that it’s really important to take risks,” said Whitehouse. “This is not an easy thing to do, but
… I don’t think anything brilliant or imaginary comes out of being really safe.”
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Meanwhile, there “isn’t just one single solution [to making work fun] …
it’s not necessarily something that you’re working towards all the time, but it’s something that you have to embrace in your daily life,” Whitehouse stressed.
While
we’re on the topic, I think it’s worth noting that fun is said to be the secret behind the hottest digital brand, today: Snapchat.
Indeed, “In a world in which there is an
app for nearly everything, Snapchat has cut through the clutter by injecting fun back into social sharing," Cathy Boyle, a principal analyst at eMarketer, noted in a recent report.