Jo Bird ✨

Is THIS the trick to great creative marketing?? 👀


I binge-watched Rory Sutherland recently.

I've read his books, but discovered he'd blown up on TikTok and wanted to indulge a little more.

One thing I noticed when he gives marketing insights, is that he always says “I'll give you an example“.

And that example is very often a story of something he observed in real life.
A genuine scenario that made him ponder.

I've always known creativity is about connecting dots, but since listening to Rory, I've made a conscious effort to be a bit more observant so I can connect dots a bit better.

Because when we pay attention to our surroundings - shapes, colours, structures - we can use our imagination to play with what we see.

It's like this example (not Rory or Ogilvy, sorry), but a brilliant piece of marketing from Cossette and TONIC DNA for McDonalds.

A simple observation from someone:
'Our phones, stacked, could look like a burger.'

Creating the perfect connection between the brand and the message: mobile ordering.

It's the kind of creative you just 'get' in less than 2 seconds.
And that's why these visuals tend to go viral time and again.

P.S
💡 I offer Creative Direction for brands
📣 Inspiring keynote talks
🤝 Brand - and personal brand - consulting

I can't believe Apple just released THIS 😳😳😳


Not long ago I posted a new Apple ad about using AI to write 'better' (arguably, worse) e-mails in corporate offices.

It really seemed like a bad Apple to me.
The brand direction I do NOT want to see evolve in the future.

Well, the universe heard me.

THANK YOU UNIVERSE.
(Or should I say thank you TBWA\Media Arts Lab).

I just discovered their latest campaign to promote the hearing aid feature on the Apple AirPods Pro 2.

Maybe I'm a bit emotionally bias on this one because my dad is hard of hearing.

But either way, THIS is the kind of brand I want Apple to keep becoming.

- It's story of a dad on Christmas, watching his teenage daughter open her gift: a guitar.

- With flashbacks of her childhood, him being unable to hear some of her most precious moments.

- Until, with the use of the Apple AirPods, sound is restored and he gets to enjoy the precious sounds all over again.

- A touching moment when we see a tear roll down his cheek at the end.

Sometimes I wonder if brands should create such emotionally triggering ads.
Does the fact they're selling products cheapen the beauty?

But then I remember, if they don't do it, how will some of these stories get the mass platform and viewers they deserve?

The sound design really makes this one special.
No surprises, it's by three-time Academy Award winner Paul NJ Ottosson.

And, mega kudos to director Henry-Alex Rubin, who was also behind the stunningly emotive 'Cost of Beauty' film for Dove.
(If you haven't seen it, check it out).

Honestly, I was really moved by this one.

What do you think?

The Ordinary are at it again? 🤯




In a world of celebrity beauty brands, I have HUGE love for the category challenger.

The Ordinary are known for being functional and accessible.

This is shown through the clarity of their brand message, minimalist creative direction and a 'no fuss' approach to marketing.

OOH has been a big game play for them in terms of brand awareness activity lately. I assume they spotted the success that OOH visuals are having on digital channels, generating lots of extra organic eyeballs.

Most recently, they popped up a beautifully designed mural with integrated AR experience, allowing bypasses to explore the product range and potentially bag some freebies.

I don't know how disruptive it was in the physical space, but it certainly has impact as a standalone image.

More, more, more please!