Leo Burnett - Cultural Fuel

I stumbled across an article in the ZEIT. It talks about how humans were able to take the decisive evolutionary step that sets us apart from apes - through sharing and cooperation. They continue to say that about two million years ago, we were forced by climate change to adapt our behaviour to the new situation. And only the ones sharing and cooperating were able to survive and develop additional skills necessary for survival of the whole group. So this became an intrinsic human behaviour.

Now let’s think a second about the digital space for a second. Web 2.0 is all about sharing, connecting. Communities where you can connect, advise each other on topics and share important experiences - make not only the indivdual but the whole group smarter and stronger. Crowdsourcing and open source comunities where people activley contribute their knowledge to the better of the group and development of new technogical tools are perfect exmaples that Web 2.0 is not a buzz word but a digital expression of basic human behaviour.

So I guess what we are doing is not really something new, but it shows again how important it is to enable human behaviour in everything we are doing digitally - to be able to profit from it in the future.

Ok. Coke Zero is basically Diet Coke in a cooler, more manly outfit. It’s a way for men to be able to order a “no calories, yet great taste” drink without loosing their face (Because as we know real men do not worry about calories). To drive this point home Coke and Sony have now found the perfect match between man and product - the Coke 007. Smart name, smart match for the 20 something target group. James Bond is drinking Coke 007 now instead of Martini - showing all of mankind that it’s ok to do so. I guess the Bond girl will still have to stick to the good old Diet Coke - after he does the Bond on her, of course. Because he’s a real man.

Collectors information: Unfortunatley only available in the UK. Special editions being sold in Harrods, packaging designed by Wieden & Kennedy.

via: trendhunter.com

A picture can tell a thousand words - and can get people emotionally involved in a topic, that otherwise would not be so compelling. Check out the David Griffin from the National Geographic on TED talking about the power of imagery. Even though his way of presenting could use some improving - he makes a point.