Always
2014
Video
#LikeAGirl
HOW APPLIED
Reframes like a girl from an insult into a statement of strength by showing real performances and reactions.
THE REFRAME
MECHANISM
Change the meaning of something familiar by putting it in a new context.
THE QUESTION
"What do they already believe that we can redirect?"
PROCESS
Work through these questions to generate ideas:
- What assumptions does our audience carry?
- How can we accept the premise but change the conclusion?
- What 'problem' is actually an opportunity?
- What 'negative' is secretly a positive?
EXAMPLES
Ideas in this space might look like:
- Small car size reframed as easy parking, not limitation
- High price reframed as investment, not cost
- Slowness reframed as craftsmanship, not inefficiency
HOW IT WORKS
"What do they already believe that we can redirect?"
REAL WORLD EXAMPLES
11"What do they already believe that we can redirect?"
Mastercard
1997
TV
Priceless
HOW APPLIED
Reframes purchasing from ‘price’ to ‘moments you can’t buy’, turning transactions into emotional value.
Patagonia
2011
Print
Don’t Buy This Jacket
HOW APPLIED
Reframes ‘buying’ as responsible consumption by urging restraint, turning anti-selling into brand integrity.
