How we create marketing frenzies – creativity that brings brands to life: building campaigns that stick
Anyone who has ever worked on a marketing campaign knows that creative concepts are a true art form. They’re not just great ideas; they’re carefully thought-out processes that activate customers, engage audiences, and bring brands to life with a rhythm all their own. Why is it so challenging? Because creating campaigns that really resonate with audiences takes more than technical know-how – it’s an inspiring journey full of boldness, imagination, and unique ideas.
How does a creative concept come to life? Step by step
Every successful campaign starts with an idea – a bold, sometimes wild vision that connects the brand with its audience. This idea comes from deep analysis – we study what drives audiences, how they consume content, what their interests and needs are. Using these insights, we create a unique concept that not only meets client needs but goes beyond expectations to offer something truly fresh.
Next, we dive into the creative phase, where ideas become reality. Here, collaboration is key – every project is the result of a synergy between strategists, graphic designers, copywriters, and social media experts. It’s in this brainstorming cauldron that the most unique solutions come to life.
Why creativity Isn’t for everyone
Creativity is a rare gift, but it also comes with great responsibility. To create something truly exceptional, you need to break out of conventional molds and embrace the unknown. In a world where every brand wants to stand out, it’s unconventional thinking that reaches the hearts of audiences. Thankfully, here at Lab360, as our clients say – “we have a colorful bird who rules his kingdom.” Haha, yes, that’s me – Bartek. I like to think my wild ideas and energy fuel the whole team, making every campaign an unforgettable experience. And Olena and Karola make sure of that.
Top 10 inspiring activation campaigns
- “Share a Coke” – Coca-Cola: Personalized bottles with names attracted millions to share their moments.
- “Real Beauty Sketches” – Dove: A touching campaign celebrating women’s authentic beauty that moved millions.
- “Whopper Detour” – Burger King: A clever campaign where customers ordered a Whopper only when near a McDonald’s.
- “Like a Girl” – Always: A campaign that redefined how young girls are perceived.
- “The Best Job in the World” – Tourism Queensland: An irresistibly appealing job offer that grabbed global attention.
- “Fearless Girl” – State Street Global Advisors: A statue of a girl standing up to Wall Street’s bull, symbolizing courage and equality.
- “This Girl Can” – Sport England: A campaign encouraging women of all ages and sizes to be active.
- “Tweeting with Your Bank” – Barclays: The first campaign where customers could communicate with the bank via Twitter.
- “Penny the Pirate” – OPSM: A children’s book helping parents check their kids’ vision.
- “The Fun Theory” – Volkswagen: A campaign proving that changing behaviors is easy if you add an element of fun.
Why customer activation is so important – and so challenging
Customer activation in the digital world is key to building engagement, loyalty, and long-term relationships. In a flood of content and ads that consumers face every day, activation stands out as a real challenge – it catches attention and gives customers a sense of being part of the brand, not just passive receivers of messages. This is when users stop being spectators and become active participants in the brand – commenting, sharing, engaging.
However, like any art, activation requires finesse. It’s hard to find the tone and form of communication that truly makes customers feel involved. It takes immense flexibility, sensitivity, and imagination to meet expectations and offer something that moves them. Activation is not just about building connections; it’s also a way to survive in the fast-paced digital world, where customer loyalty is constantly being tested. Customers want to be part of a story, and activation lets them co-create it – that’s where its power lies.
A story full of challenges and successes
For over 11 years, we’ve been creating campaigns that not only attract attention but also build strong emotional bonds between brands and their audiences. Every project is a new adventure and a fresh challenge that inspires us to reach for bolder and more unconventional ideas. “I’ve had the pleasure of running this agency for years, and I’m proud of every campaign that helps our clients achieve their marketing dreams. Really, truly.”
And now we’re diving into our next batch of concepts. Have a great day, and come visit us!
