Page 63 - Overthrow_Black&WhiteVersion

The idea is that in order to create the impact of
new versus old, it is important to rattle the zeitgeist. So prime time TV and large out-of-home (OOH)
are typical vehicles for establishing that moment
in time.
Also typical of a Next Generation brand is the habit of making enemies.
When calling out the dated practices of competitors, you are likely to put a few noses out of joint.
From a creative point of view, a need to mock the clichés of the category, often with good humour, is central to this narrative.
Owned environments are important too, but not just the standard ones.
The goal of owned assets is to sweep up the converts and turn them into evangelists, offering them the chance to proudly wear your badge as
a demonstration of how they are part of the new. These evangelists are your ultimate owned assets.
62 Next Generation