CD Method / Triggers / Media Manipulation / The Format Violation
The Format Violation — Media Manipulation trigger illustration
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MEDIA MANIPULATION

THE FORMAT VIOLATION

MECHANISM

Break the rules of the media format to create surprise.

? THE QUESTION

"What 'rule' of this medium can we break meaningfully?"

▶ PROCESS

Work through these questions to generate ideas:

  1. What are the conventions of this format?
  2. Which convention can we violate?
  3. What happens when we exceed the boundaries?
  4. What unexpected use of the medium demonstrates our benefit?

★ EXAMPLES

Ideas in this space might look like:

  • A print ad that bleeds onto the next page
  • A commercial that acknowledges it's a commercial
  • A billboard that extends beyond its frame

⚡ HOW IT WORKS

Your Product
YOUR PRODUCT
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THE QUESTION
"What 'rule' of this medium can we break meaningfully?"
=
Breakthrough Idea
BREAKTHROUGH IDEA

REAL WORLD EXAMPLES

6

"What 'rule' of this medium can we break meaningfully?"

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