New Creative for the New Normal, Part 3

    The following is the final chapter of our series on the challenges of creating engaging content in the Covid era.

    By Guan Hin Tay - Nov 10, 2020
    New Creative for the New Normal, Part 3

    As discussed in part 1 and part 2 of this series, content needs to have the three Rs. It must be Relevant, it must be Relatable and it must be Real. It’s always been a challenge to create award-winning content and to break free from the digital clutter, and this was pre-pandemic.

    So, how do we deliver engaging creative content in today’s Covid digital era?

    It’s essential to understand the climate we are living in and how that will affect our creativity moving forward.

    Since we don’t know when a new normal will be, we should instead focus on the here and now. We’ve learned a lot so far, so here are our final key takeaways on how you can execute new impactful creative work.

    Virtual Backgrounds

    Ever since Zoom introduced Virtual Background to the world, this green screen effect has taken the world by storm. Since we work from home, brands are using virtual backgrounds to promote their products and services. This is a new and free media placement.

    Sentosa was one of the first to take advantage of this, they created ten downloadable virtual backgrounds. Everyone who downloaded their attractions and put these virtual backgrounds in Zoom or other video conferencing platform was effectively promoting their product. They got consumers to experience their attraction. I downloaded several virtual backgrounds and while the meeting got too boring, I was enjoying myself on a beach, or I could be racing down the luge or just enjoying a drink by the pool.

    The following content is a film from Barclaycard. Stephen Graham, the spokesperson for this bank created his own commercial at home using a virtual background. It’s a funny commercial as he wrestles with a green screen and a lack of proper studio equipment. Who says we can’t have a playful and lighthearted approach from brands these days? Brands need to entertain and distract us with creativity that will continue to appeal to us in these times.

    Strong Resilience

    Lastly, I want to share how some brands have inspired us with their sense of resilience by helping us to keep going. Strong resilience underscores messaging.

    Apple has always believed in the power of creativity. This is a brilliant example of how a brand can tell a resilience story while demonstrating how its product was used during Covid.

    Human stories inspire us in every corner of the world suffering from Covid. Many have found new ways to share their creativity, ingenuity, humanity, and hope.

    No other brands share the power of resilience better than Nike. We build our resilience through failures and sports help us to overcome this. You can’t stop all the great sportsmen and women. Team or individual. Because as athletes, they are never alone. Sport unites us. Strengthens us. Keeps us pushing ahead. No matter what, we will always come back stronger, together. You can’t stop sport because you can’t stop us.

    I hope you have been inspired by other brands in different categories who have pivoted new creatives to fit the new normal. With these six keys, you can create new content, make it relevant, and most importantly make it real.

    R-Use existing brand assets to make products Relevant in today’s today.
    E-Show empathy for the contemporary situation while retaining brand relevance.
    C-Be more comforting/understanding than promotional.
    O-Own Do-It-Yourself authentic stay at home content.
    V– Utilize virtual backgrounds that can be powerfully effective.
    R– Strong resilience undertone message.

    If you apply these points, I believe the content you create will help brands recover from the pandemic.


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