Evolving Perspectives: Introducing the Age of Participation
3 minute read…
A few days ago, we [Tebo & Jay] tuned into a conversation hosted by Landor’s Ana Kohl, Global Strategy Director and Tristan Macherel, Executive Creative Director with guest, Wael Jabi, Global Head of Marketing and Communications at KitKat; and what an insightful conversation.
It is always incredible to hear from creative leaders who are working on high impact briefs that literally affect the industry’s approach to work and even more so the culture, causing it to sit up and pay attention. These three innovators and thinkers are beckoning us into the future, and it’s worth listening. You didn’t ask, but we wanted to share our notes. As agency owners at Unfound Studio, we’re continuously observing and adapting to these changes, particularly in relation to Gen Z and their unique expectations.
The Shift from Storytelling to Vibe
[Tebo] One of the points that took me back was the idea that traditional storytelling, while powerful, is becoming less effective in an environment where consumers have mere seconds to decide whether to engage with the content. This thought blew my mind as I spend a lot of time selling in storytelling with our clients. Instead of crafting long narratives (which I’m confident there is still a place for), the insight was that brands now need to create an authentic “vibe” that resonates instantly. Short, impactful snippets, with a consistent vibe, that capture attention and reflect brand values are becoming essential in capturing the interest of modern audiences.
Remix Culture
[Jay] Ana suggested that the new wave of consumer looks not just to observe but to participate, a sentiment we are very familiar with as a studio. Brands should foster an environment where their audiences feel encouraged to engage, co-create, and share their experiences. This participatory approach is perfect for socials where consumers can instantly become real brand advocates - but it starts at the beginning, creating brands assets flexible enough that they invite participation. How you talk about product, the environment you shoot in, the pace of your content. Remix culture is real and you can set up your brand to leverage it, this not only enhances brand loyalty but also cultivates a sense of community around the brand.
The Feeling
[Tebo] “Brands must not only be recognisable, but they must be felt.” I loved this thought. How can we build brands, create content that causes a shift from mere brand visibility to creating lasting impressions that evoke feelings and resonate with the audience’s values and experiences?!
Embracing Branded Moments
[Tebo] Rather than solely aiming for consistency in branding, brands should focus on creating memorable branded moments. These moments are what consumers will remember and share, establishing a lasting connection that transcends traditional marketing metrics. They become experiences that are talked about and celebrated.
“Gen Z is Your Marketing Department”
[Jay] As a studio positioned to help ambitious businesses speak to a new wave of consumer, in particular Gen Z, we loved this thought. Fundamentally we believe that brands can leverage the creativity and engagement of Gen Z, who are active participants in a culture of content. These guys know it better than anyone, by inviting younger people to contribute to brand narratives, companies can develop content that feels genuine and relevant.
Screen-grab of Landor's guide to brand assets
As a strategic creative partner, we are committed to evolving alongside these insights, continuously striving to create meaningful connections for the brands we work with. The marketing landscape is shifting, and we need to embrace it.
