Get the research right, and the awards will look after themselves.

The best things come from a single strong idea. Why research starts a chain reaction that ensures award winning executions.

Is it fair to say all good creative campaigns come from a great bit of insight?

Having watched Vicki Holgate, Head of Strategy at FCB inferno, on BBC Breakfast this morning, she talked in depth about their recent Sport England Campaign; This Girl Can.

When Louise Minchin and Charlie Stayt, asked what made it such a good ad, Vicki paused, and replied: “We got into the head of females as to where they were at mentally with regards to sport.” This Girl Can went on to win two D&AD Pencils and their Youtube clip has been viewed over 13 million times, a pretty impressive and successful campaign for FCB Inferno and Sport England:

https://www.youtube.com/watch?v=aN7lt0CYwHg.

So why is this relevant to Elephants Can’t Jump? A leading Brand Strategy and Innovation agency, our backbone is Research. Sport England completed their own research which revealed a huge difference in numbers between men and women playing sport, with millions of women afraid to exercise because of the fear of being judged.

They took this insight, about the number of women actively into sport and dug deeper to get to the route of the issues. The research explored relevant motivations, barriers and triggers to getting more women into sport, which led to the line “This girl can.” The ad has a certain confidence about it, with lines such as “I kick balls, deal with it”, and all of this because Sport England had done their research.

At Elephants Can’t Jump, we believe that getting to the core idea through extensive research ensures award winning execution. We have proven this across Brand Strategy, for the likes of Fisher Price & Lebara. We start a chain reaction that leads to award winning execution.

 

 

Rory Stewart-Richardson

22.09.15