Many ideas inspire action, but few allow for it. This talk will look at the world’s most inspiring & effective creative ideas to reveal the proven formula that gets people to act on your behalf.

1. Creativityhasthe
powertochange
humanbehavior
@LeoBurnett
@KevLilly
@HowardL

2. 1234567+ 910
Practice

3. Ideas

4. Words

5. Pictures

8. Wordsmatter.

9. ineversaidyouwereugly.

10. ineversaidyouwereugly.

11. ineversaidyouwereugly.

12. ineversaidyouwereugly.

13. ineversaidyouwereugly.

14. ineversaidyouwereugly.

15. ineversaidyouwereugly.

16. Wordsmatter.
Choosethemwisely.

17. you’reugly.

18. Whatarethewordsandideas
thatleadtoaction?

20. SIMPLICITY
TENSION
AROUSAL
ACTION

21. SIMPLICITY
TENSION
AROUSAL
ACTION
SIMPLICITY

22. Q:
Howmanybrand
messagesare
peopleexposedto
everyday?
A:
Whocares?

23. We have fractions
of a second to get
the thumb to stop

25. While patience is a virtue,
it’s no longer a reality

26. Themostannoying
thingaboutbrands
onsocialmedia
33%Writesloppily

27. Leo Burnett Worldwide // September 2014 //
Get to the f*cking
point

28. Leo Burnett Worldwide // September 2014 //
...simplify, simplify.
- Henry David Thoreau

29. Leo Burnett Worldwide // September 2014 //
...simplify, simplify.
- Henry David Thoreau

30. Wrong Words vs. Right Words

33. Reduction vs. Simplicity

34. Leo Burnett Worldwide // September 2014 //
“Ihaveonlymadethisletter
longerbecauseIhavenot
hadthetimetomakeitshorter”
- Blaise Pascal

35. Briefbut
meaningless

39. SIMPLICITY
TENSION
AROUSAL
ACTION
TENSION

40. Everything
goodhasit.

41. Good tension kills
indifference

42. Team A Team B
1
2
3
4
5
6
7

43. 1
2
3
4
5
6
7
Team A Team B

44. 1
2
3
4
5
6
7
Team A Team B

45. Startwithassumptions
Findcontradictions
Leftwithunresolvedtension

48. Areyouin
goodhands?

49. #LikeAGirl

50. SIMPLICITY
TENSION
AROUSAL
ACTION
AROUSAL

51. “Jaw dropping,
good, sexy food”

52. “Everytime I need a fix...”

53. $$$$-Sex
$-Drugs

54. Ecological disaster
Corporate neglect
Surge for stability
More unwanted war
War against marriage
Gay rights
Migrant workers rights
Illegal immigration
v.
v.
v.
v.

55. EstateTax
DeathTax

56. Arousal takes us from
sharing to caring

58. High Arousal Low Arousal
Positive
Awe
Excitement
Amusement
Contentment
Negative
Anger
Anxiety
Sadness

61. SIMPLICITY
TENSION
AROUSAL
ACTIONACTION

62. Leo Burnett Worldwide // September 2014 //
Someideasinspireaction,
mostdon’tallowforit

63. Makeitclearwhat
youwantpeopletodo

64. Leo Burnett Worldwide // September 2014 //
Sharingisnotnecessarily
changingbehavior

67. #IWillIfYouWill

68. #GangUpForGood

70. SIMPLICITY
TENSION
AROUSAL
ACTION

71. problem
what’s the problem the brand is trying to solve?
purpose
what does this brand believe? why does it exist?
people
who are we talking to? what are relevant attitudes, beliefs, and feelings?
behavioral tension
what are they doing now? what is the behavioral tension?
change challenge
what is the specific change we must create?
cultural fuel
what else is happening in culture that could accelerate this change?
proof
how do we know it’s impacting the business?