How Brand Campaigns Are Playing Across Points Of View

How Brand Campaigns Are Playing Across Points Of View
Advertising

In addition to putting brand values on display, a wave of advertising is bringing people with opposing opinions together

PSFK
  • 29 march 2018

A number of brands have been using marketing campaigns to put their core values on display in relation to important topics, like racial and gender equality—with mixed success. But some have recently approached thorny issues by attempting to foster a dialog between people with vastly different beliefs.

PSFK researchers explored some of the ways advertising has tried to connect consumers with different perspectives:

The​ ​Outpost 
New​ ​York-based​ ​marketing​ ​firm​ ​The​ ​Participation​ ​Agency​ ​funded​ ​an​ ​ambitious​ ​project called​ ​The​ ​Outpost,​ ​a​ ​community​ ​space​ ​in​ ​El​ ​Paso,​ ​Texas​ ​that​ ​aims​ ​to​ ​connect​ ​traveling musicians​ ​and​ ​other​ ​creatives​ ​with​ ​American​ ​populations​ ​with​ ​varying​ ​political​ ​perspectives.​ ​​The 3,500-square-foot​ ​space​ ​includes​ ​a​ ​recording​ ​studio,​ ​adult​ ​jungle​ ​gym,​ ​a​ ​wall​ ​of free​ ​snacks,​ ​shoes​ ​and​ ​beauty​ ​products,​ ​a​ ​hair​ ​salon,​ ​and​ ​even​ ​a​ ​Danish-style outdoor hot​ ​tub​ .

Heineken 
The beer brand’s “Worlds​ ​Apart”​ ​ad​ ​pairs​ ​people​ ​who​ ​hold​ ​opposing​ ​views​ ​on​ ​social​ ​issues​ ​like​ ​feminism, climate​ ​change​ ​and​ ​transgender​ ​rights. The duos complete a team-building exercise before finding out about each other’s viewpoints and ultimately discussing their beliefs over a drink.

Kind 
The Kind Foundation’s “Pop​ ​Your​ ​Bubble”​ ​Facebook​ ​app​ ​connects​ ​people​ ​with​ ​different​ ​opinions on political and social issues to break the echo chamber effect of social media.

A growing proportion of brands are taking it upon themselves to bring people together. For more on this topic, check out our recent research paper, Inspiring Sustainable Peace.

A number of brands have been using marketing campaigns to put their core values on display in relation to important topics, like racial and gender equality—with mixed success. But some have recently approached thorny issues by attempting to foster a dialog between people with vastly different beliefs.

+advertising
+alcohol
+Beer
+Brand Introduction
+chat a researcher
+Food
+Grocery
+Heineken
+KIND
+Market Research
+politics

Learn About Our Membership Services

Need Research Help?
As a member you can ask us any research questions and get complimentary research assistance with a 4-day turnaround. Reports inclde stats, quotes, and best-inclass examples on research topics.
Remain Informed & Strategic
We publish several trends reports each month. By becoming a member you will have access to over 100 existing reports, plus a growing catalog of deep topical analysis and debrief-style reports so you always remain in the know.
See Trends Come To Life
Meet your peers and immerse yourself in monthly trend and innovation webinars and discounted conferences.
No search results found.