We live in a fragmented world, where everyone has their own agenda. But what happens when a community is brought together by one simple vision? Advertisers are one such group who are tasked with creating these visions by companies, individuals, and even governments. But they’re not the only ones as each and every one of us does something similar everyday. The problem is in finding a message that will call to people universally. In order for that to happen, we need to trigger an emotion that will cause people to react. Hopefully, the reactions are ones that we intend. But sometimes even the unexpected can be good (e.g. flash mobs).
Messages bombard us everyday, much like digital mines being transmitted across diverse communication networks. Images and sounds cascade over us as we immerse ourselves into the chaotic world that surrounds us. We even carry little pieces of our world in the technology that broadcasts our persona. The plans behind the messages may be complex, but the intention should always be pure. Because all of these messages have the potential to connect with something deep within us all.
Even science fiction has brought us a multitude of stories that warn us of what happens when intentions become too complex, or our dependence on technology too great. What happens when it all comes to a crashing halt when there’s no longer power to sustain them? Realities such as earthquakes, tsunamis and tornadoes have shown us how tenuous our positions are on a planet when nature is taken for granted. Both fiction and non-fiction have the same communication potentials because they both rely on the ability to reach human emotions. It’s about something more than entertainment. It’s about connection.
Through it all, we’ve learned that simple messages transmit the best. Find a common desire (not need) and make it the heart of the message. Because desire comes straight from the heart and can’t be confused by external forces. This is all the inspiration that we need in order to come together. Once that message is transmitted, then the resulting actions and their complex thought processes will take over to create new inspiring opportunities.
And sometimes, those creations become a joy for the masses as we find connection in a simple message (like Saatchi & Saatchi UK for Deutsche Telekom):
It really doesn’t take much to connect. Just one simple message…
