Being true to your brand values (if the brand has them) pays off. No matter how out of place they may seem, going back to basics and recreating them in a contemporary fashion signals the world that you have a unique point of view and therefore a reason for consumers and shoppers to engage with you.
That’s the case of Royal Copenhagen porcelain company. In a world of mass production they believe in the beauty and long term value of craftsmanship and unique hand-made designs. And to prove that, they recruited their own staff to create a hand-painted billboard that took several days to complete, was watched by 40,000 spectators and generated loads of free PR.
What does your brand stand for and how can you bring it to life with a simple action?
Regional Executive Creative Director, Geometry Global Asia Pacific