EPONYMS – UPFOR GRABS?

Wedon’tvacuum,we hoover.Eventhoughmost
ofushaveneverusedaHoover.
Weusedtosay,'I'llSkypeyou'thenwesaid,'I'll
FaceTimeyou’,andnowit's'I'llZoomyou’.So,
whilstsomeeponymsaresetinstone,maybeallis
notlostforotherbrandsinthesamecategory?

BONUS:Howmightwedriveourbrandsto
becomesynonymouswiththeircategory?

Your Name Here: Sam Fuller

Provocation #1
 OUT OFTHIS WORLD GUM
Tridentwasthefirstguminspace(1964)andhas
beenoneverySpaceShuttlemissionsince1981.

BONUS:Howmightwepositionbrandsin
unusual(otherworldly?)spaces?

Your Name Here: Sam Fuller

Provocation #2
 Who’s your mate?
The friendship paradox is the phenomenon first observed by the sociologist Scott L.
Feld in 1991 that most people have fewer friends than their friends have, on average.

 It can be explained as a form of sampling bias in which people with more friends are
more likely to be in one's own friend group. Or, said another way, one is less likely to
be friends with someone who has very few friends. In contradiction to this, most
people believe that they have more friends than their friends have.

The same observation can be applied more generally to social networks defined by
other relations than friendship: for instance, most people's sexual partners have had
(on the average) a greater number of sexual partners than they have.

The friendship paradox is an example of how network structure can significantly

distort an individual's local observations

How could this insight prompt a new

perspective in the context of social media
campaigns?
Sophia Blake
Provocation #6
 IKEA is reportedly a literal
cradle of humanity.
One child in every ten was conceived in an IKEA
bed
IKEA is the world's third largest consumer of wood globally.
Different categories of products get different themes for names(Curtains are named
after mathematical concepts; bathroom products after lakes and river.)  
But the most important datum in a recent investigative reportage is that one in ten
Europeans is conceived in an IKEA bed.
Ikea has become so popular it has spurned its own subculture – from Ikea hackers
and modders to the aptly named YouTube channel, Hikea – where they take
hallucinogenic drugs and try to put together Ikea furniture.

How could this be used as provocation for

IKEA?

Sophia Blake
Provocation #3
 Happy Birthday to you?
Among 25 million Americans who died between 1998 and 2011, 6.7% more people than
expected die on their birthday, and a study by Swiss researchers has generated a startling
statistic - you are 14% more likely to die on your birthday than on any other day of the year.
The effect was most pronounced at weekends and among the young – among 20 to 29 year
olds, the excess was over 25%.

Perhaps some people close to death "hang on" until their birthday, to reach another
milestone? Or perhaps a significant number of people take greater risks on their birthdays,
like driving home from their own parties drunk?

But Professor David Spiegelhalter, a statistician from Cambridge University, says ”they don't
find any dip before so there's no holding on," he says, "and they don't find any blip after, so
there's no jumping the gun. It's purely a birthday effect.” He suggests "something on your
birthday kills you".

The University of Zurich's Dr Vladeta Ajdacic-Gross, who led the study, says the data on
birthday deaths shows the risk of death is greater for certain causes, like accidents and
suicide.

How could this be a creative provocation –

e,g, responsible birthday – check in on
someone on there birthday etc
Sophia Blake
Provocation #4
 Most young people learn about
sex at school. But is this
education relevant,
representative and relatable?
And nearly the same amount of information comes from friends or partners the same age,
who may also lack experience and broader information.

What is the societal impact of this? How does this shape biases and attitudes to sex at a
young age? What stereotypes does this perpetuate and how could we intercept these to
change the narrative and make this more respectful and inclusive.

What does this look like in other countries, for example, in the Middle East?

BONUS: Could a brand play a role

here and take lead in changing the
narratives implanted on people at
a young age?
Your Name Here:
Sophia Blake #1
 Honey never goes off.
Notafteroneyear,notaftertwo–never.

Honey does not go bad. In fact, it's recognized as the only food that doesn't spoil as
long as it is kept in an airtight container. High-quality honey contains many important
antioxidants, which can be beneficial to heart health.
 
The healing property of honey is due to the fact that it offers antibacterial activity,
maintains a moist wound condition, and its high viscosity helps to provide a
protective barrier to prevent infection. Its immunomodulatory property is relevant to
wound repair too.
Medical grade honeys have potent in vitro bactericidal activity against antibiotic-
resistant bacteria causing several life-threatening infections to humans.

BONUS:Howmightitbetiedtocommerce?
Could this be relevant to new product
innovation? Is there an innovative use for this
and how could it be used to help people in
crisis?

Sophia Blake
Provocation #2
 Approximately every two
weeks, a dialect dies
somewhere in the world
Over half of the world's 7,000 languages are in danger of disappearing. Experts say over half
of the world's seven thousand languages are in danger of disappearing. ... Every two
weeks one language disappears.

WHAT COULD BRANDS DO? Could they

work more with different cultures to hero
language and culture - like they do artists
e.g. ABSOLUT bott/es
Example-The Living Tongues group has partnered with National Geographic to create the
Enduring Voices Project. The goal of the project is to increase public attention about
endangered languages and to study and document them.
The most common methods used to protect language
• Creating recorded and printed resources
• Teaching and taking language classes
• Using digital and social media outlets
• Insist on speaking your native language

Sophia Blake
Provocation #5
 1/3rd of people in the UK feel guilty about shopping at
Amazon
Prime Guilt
Amazon Prime is amazing. Anything you can think of, delivered
to your door, for a fair price, the very next day.
What’s not to love?

Well apparently I’m not the only one starting to feel rather
guilty about my overreliance on the service. 1/3rd of Brits
revealed in a recent poll that purchasing goods on the site
makes them feel guilty they are not supporting smaller
companies with clear social and environmental aims. Many now
feel they want to cut down on purchases with the retailer as a
result.

BONUS:
could help smaller retailers become more competitive on the
convenience front or help promote a ‘think local’ attitude.

Equally this doesn’t have to be an anti-amazon proposal, is

there a way we can work with them to help people understand
the sellers they’re buying from better or help them develop
communications around their environmental efforts to assuage
this guilt?

Laurence Groom
Source: https://metro.co.uk/2021/05/10/third-of-brits-feel-guilty-for-shopping-at-amazon-poll-reveals-14550332/ Provocation #1
  64% of consumers around the world will buy or
boycott a brand solely because of its position on a social
or political issue Cancelling Cancel Culture
Cancel culture is the digital equivalent of an angry mob.
At their best, angry mobs can fuel much needed social
change. But there are two sides to every story and a
climate of fear where people are afraid to voice honest
opinions and aren’t ever allowed to make mistakes is
utterly dystopian.

BONUS: As more and more brands are

taking a stance on political and social issues, could this
be the next issue for a brand to tackle? Perhaps a more
conservative brand that wants to stand up for free
speech, adult conversation and allow for a nuanced view
of the world.

https://www.edelman.com/news-awards/two-thirds-consumers-worldwide-now-buy- Laurence Groom

beliefs#:~:text=Nearly%20two%2Dthirds%20(64%20percent,13%20points%20from%20last%20year. Provocation #2
BRAVE SPARK
1
1

SEPHORA ‘ASSIST ME’ BASKET SUPPORTS

INTROVERTED SHOPPERS
WHY IS THIS A CREATIVE PROVOCATION?

As we transition from the COVID-19 era, it’s an

opportunity to create new shopping habits when
returning to store. In 2019, Sephora launched the
assist me baskets to help introverts feel more
comfortable while shopping. The colour signals if
you can approach or not.

BONUS : ARE THERE NEW AND OTHER

OPPORTUNITES FOR BRANDS AND RETAILERS TO
USE COLOUR SIGNALLING TOO EFFECT
/NUDGE/CHANGE BEHAVIOUR

Paige Jowsey:
Provocation #1
BRAVE SPARK
1
AT ANY GIVEN MOMENT, ABOUT 0.7% 2

OF THE PEOPLE IN THE WORLD ARE

DRUNK.
It’s the return of the pub nights, beach
parties and boozy dinner dates on social
media. But for those with FOMO (or rather
wishing they were somewhere else)

BONUS: - could we unite drinkers

globally through in app gamification – e.g.
share locations / best drinks offers in your
area / promote local brands / exclusive codes
to secret gem bars

Your Name Here:

Provocation #2
BRAVE SPARK
1
3

“YOUR MATE IS FIT”

WHY IS THIS A CREATIVE PROVOCATION?

We’ve all thought, or been the victim of, this

comment when swiping through the apps. So
what if a mechanism to refer friends, forward
profiles or even simply tag your mates existed in
app?

BONUS:
E.g. Brands/ Platforms could offer successful
connections prizes? Early access products? Faces
of a new campaign?

Paige Jowsey
Provocation #3
NAME A MOON CRATER
1
4
The Moon is remarkable for the variety and unusual nature of 
the names of its surface features.  The dark, smooth maria are
named for weather or states of mind (Sea of Rains, Sea of
Tranquility) while many of the 
abundant craters of the Moon are named for famous scientists, phil
osophers, mathematicians and explorers
.
The rules for naming a crater now
1) a scientist or explorer who has made some
significant contribution, preferably to the study
of the Moon and planets; 2) deceased for at least
three years before a crater name becomes
official; 3) it cannot duplicate any existing lunar
name.

BONUS : IS THERE AN OPPORTUNITY FOR OUR

CLIENTS ESPESCIALLY PHARAMCY/TECH SCIENCE
BRANDS TO GET INVOLVED TO NAME A MOON
CRATER
Paige Tamara Seabrook
Provocation #1 source: Airspacemag.com
FORD SUPREMACY IN THE UK 1
5

Ford is the most popular car make in the UK. The latest
government figures and dayinsure research 2021 position Ford
head and shoulders above the competition, with the Vauxhall,
Volkswagen, and BMW filling out the top four. The Ford Fiesta is
currently the most popular car model with some research saying
the ford transit van the most purchased
BUT…
By looking at the changes in popularity throughout the years it’s
evident that whilst Ford has held a strong lead, competitors are
closing the gap. Especially when we look at the UK’s desires
through what they are searching for online, the data for Ford looks
pretty damning with only one model, the EcoSport, getting more
queries in 2021. Another study showed that for their next car
people said they would be looking for something a little greener.

BONUS : CAN FORD SUPREMACY IN THE UK REIGN

OR IS THEIR OPPORUNITIES FOR OTHER AUTO
BRANDS TO BECOME UK’S NO1

Paige Tamara Seabrook

Provocation #2 source: Airspacemag.com