Exploiting Chaos

150 Ways to Spark Innovation During Times of Change

150 Ways to Spark Innovation During Times of Change - an award-winning business innovation book by Jeremy Gutsche, CEO of Trend Hunter

Issue link: http://book.trendhunter.com/i/42053

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INFECTIOUS MESSAGING · Part 3: Context Let words create image A STORY IS WORTH 1,000 pictures. For example, in an emotional ap- peal for Amnesty International, McCann-Erickson created a tv commer- cial with no picture and no sound.70 The ad featured only text: Screen 1: "The following images are considered too horrific to be seen and are therefore censored." 238 Screen 2: "In Bosnia, a mother is made to watch the rape of her four-year-old daughter." Screen 5: "Just because you can't see it doesn't mean it's not happening." Imagery and media grab attention, but in the end, it is the story that people remember.

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