WHAT IS A BIG BANG, ANYHOW? part3

 

In 1930, on the thirtieth anniversary of the Brownie camera, posters across the country boasted: "Parents! Children! This camera free to any child born in 1918!" Five hundred thousand children who turned twelve that year were given a free Brownie camera by Kodak. This radical and risky marketing move ensured that following generations would become hooked on picture taking. Millions of families went on to preserve their most precious moments for decades to come. Kodak became America's storyteller, and has been saving the best "times of our life" for over 100 years.

A BIG BANG IS EVER EXPANDING. The earth keeps spinning and so does a Big Bang idea. Although it must remain centered on its core philosophical ideals, it has to be constantly remodeled and retuned to fit the eclectic rhythms of our rapidly changing world.

Back in 1989, the Energizer Bunny hopped onto the scene, wreaking havoc as he merrily marched through a series of "fake" commercials. With the core idea that the Energizer battery could outlast anyone, each ad started out looking like a typical commercial, only to be interrupted by a drum-banging bunny that just wouldn't stop. The Energizer Bunny became the quintessential symbol for longevity and endurance, and his popularity virtually topped any two-legged pop personalities of his era.

But his icon status as the ultimate go-getter didn't stop with the 115 spots he has starred in. For over a decade, the Energizer Bunny has been beating his drum at countless community events around the country, blew himself up to become the world's largest hot air balloon, and even plopped his little lucky rabbit's foot into cyberspace.

The Energizer Bunny was chosen as one of the top ten ad icons of the twentieth century by Advertising Age, because he is an ever-adapting symbol that keeps "going and going and going."

One of the most successful campaigns that KTG ever created had all of the ingredients mentioned above. It ruffled the feathers of the entire category because the ads were impossible to ignore. The campaign created an icon that represents all of us who feel like we're not getting heard. It was the quintessential Big Bang.
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In the following chapters, you'll learn that Big Bangs are anything but business as usual. You'll learn that, Einstein notwithstanding, energy equals a lean, flat management structure multiplied by emotion, squared. You'll learn that you need to go for the gut, spinning emotional impulse into gold. You'll learn that chaos is the flip side of creativity. You'll learn how to create a condensed environment that moves at warp speed. You'll become expert in recognizing which ideas will work, and which will fizzle. How to execute and sell your Big Bang. How to bust out of black holes, and keep Big Bangs perpetually expanding. In the end, you'll develop the tools to create an immediate and dramatic impact on your company's bottom line.