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Creative Ideas That Worked in 2018, From Philz Coffee to Volvo

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    Creative Ideas That Worked in 2018, From Philz Coffee to Volvo Creative Ideas That Worked in 2018

    12/20/18

    By Tim Nudd | January 7, 2019

    We invited some top execs in the business to tell us their favorite creative ideas of 2018. They were allowed to pick one idea from their own company, and one idea from outside their company. 

    See the full series at "Ideas That Worked."

    John Patroulis
    Worldwide chief creative officer, Grey

    Our idea that worked:
    Volvo, "Care by Volvo"
    Grey New York launched the Volvo XC40 by creating a new and intuitive subscription service instead of just a communications platform. Then marketed the app and service as the way to market the vehicle itself. 

    The best ideas are surprising but feel inevitable, and for a target who subscribe to everything else in their lives, this was that. It took the first ever Cannes Gold Lion in e-commerce, and Volvo was named a "Genius Company of the Year" by Time magazine. It showed that an innovative commerce experience can sometimes say as much about the brand as the product itself.

    Another idea that worked:
    Banksy shredding "Girl With Balloon"
    Let's see: famous, subversive street image self-destructs in famous, established auction house at the exact moment it "sells out," and in doing so immediately becomes more talked about, shared and valuable than it was before self-destructing. 

    If modern brands are all about valuable personalized direct-to-consumer experiences, this was as good as it gets. If they're about brand actions creating social conversation, same holds true. And all consistently in character (or "on brand") with the artist who created it. An amazing and surprising creative idea that worked in just about every way possible. 

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