Chapter 4. De-dra-ma-tize
TODAY, MORE THAN EVER, SOME BRANDS CAN PLAY THE ROLE OF SPIRIT LIFTER
In difficult times and after the shock effect, it is also the right time to think about lifting spirits. Brands can’t do everything, but those whose mission is to bring enjoyment or fun to people’s lifestyles, via sports, the art of living or art in itself or entertainment: this is their opportunity to refresh their core and to make its purpose tangible.
We have identified 3 directions that these brands are taking in their communication transition, some of them are executing it with generosity and ingenuity to materialize this mood booster role. Different types of messages reflecting optimism and containment stand out, using a light tone related to the existing brand essence: take care of yourself without drama, channel your anguish, connect with what has always excited and amused you.
TAKE CARE: WE ONLY WANT TO REMIND YOU THAT IT IS IMPORTANT AND IT IS IMPORTANT TO US THAT YOU DO IT
We all had an initial moment of denial or minimization before moving on to objectivity. During that time we pretended that nothing was happening, we were unimpressed and that we were going to get on with our lives, but now it seems that time has been suspended and that all that remains is to contemplate the dizzying uncertainty that descended upon the world. And we are dying of anguish. We need to act but we don´t always know in which direction. Until we have some clarity it is our duty to protect ourselves and others. Gestures, barriers and more attention towards others, is a first step before knowing exactly what we can contribute.
WE KNOW THAT CONFINEMENT CAN BE EXASPERATING: CHANNEL YOUR ANGUISH
Crime and delinquency are clearly on the rise in some countries, and we know that in the United States gun sales have increased by 95% in the last 2 weeks (1). Domestic violence is also rising around the world as well as addictions and other destructive behaviors (2). But we also know that a great solidarity movement has been unleashed among neighbors, with the elderly and with those on the “front lines”: medical personnel, as well as cashiers, street cleaning personnel, garbage collectors, factory maintenance crews who have converted to “war economy” (General Motors and Ferrari who are producing ventilators and many less known companies who have switched from manufacturing clothes to producing protective masks).
The best and the worst are revealed in an explosive and erratic way.
CONNECT WITH WHAT HAS ALWAYS EXCITED AND AMUSED YOU
We are living in a climate of great anxiety, a time of forced introspection and we are more or less coping, depending on the days and the circumstances. We all think or believe that we can sense that nothing will be the same after this world crisis, but it is impossible to know what tomorrow will bring. We can’t make plans or elaborate on projects because we don’t have the slightest clue of what will be left of our world or of what we were before, and at some moment we need to re-direct our mental reasoning and the overflow of our stupefaction or our melancholy. To put a smile on our face is already an act of complicity and closeness that helps us evade the heaviness of the moment, because in the end…
…We can still be moved by the emotion and meaning of cinema
THE HAPPINESS WE ARE ABLE TO CAPTURE IN THE PRESENT WILL BE OUR BEST CAPITAL TO BOARD A FUTURE FULL OF UNCERTAINTY
We need to connect with the best of ourselves and with what our humanity has produced, we need to laugh and remember that we are alive, we need to perceive the emotions of others if we can’t touch them, we need to remember how great we can be when we forget about ourselves to focus on others, when we improvise fun strategies to distract those who are sad or alone. We need to do it for others, and we need it to be done for ourselves and this is what we expect from the brands that have always focused on giving us experiences that modify our everyday lives in a positive way.
(1) CNS News, 2 de abril 2020
(2) The Guardian, 28 de marzo 2020