SOCIAL CURRENCY
“Give people something to share.”
People do not share ads to promote a business; they share ideas that reflect well on themselves. Creative that entertains, signals insider status, or expresses shared identity spreads naturally.
WHY IT SHOCKS THE BRAIN
Human communication is fundamentally driven by identity signalling and social bonding. Forwarding a witty observation or self-deprecating satire acts as social currency that enhances the sender's standing among peers.
WHY SAFE BRANDS DISAPPEAR
Broadcast advertising that merely repeats product features gives the consumer zero personal motivation to pass it along into private DMs or Slack channels.
We pressure-test every concept against the 'Group Chat Filter': would a real human being voluntarily send this to a colleague with the caption 'this is so painfully accurate'?
SUPERSTITION NEEDS A BREAK (GripX Tyres)
“Even bad luck deserves good grip.”