Creativity with impact: cultural understanding that worked

Cultural understanding can provide the spark for creative campaigns and is a key driver of effectiveness, finds a new report from WARC Creative that analyses top-performing examples, including campaigns from Procter & Gamble, Roto Tanks, and the Tourism Authority of Thailand.

The report is available exclusively to WARC Creative members.

Why culture matters to creativity

For each campaign, the report identifies three building blocks of creative effectiveness that built the brand and drove commercial results, and uses WARC’s Creative Effectiveness Ladder and Creative Commitment benchmarks to show how the campaigns could be further optimised.

Takeaways

• Every audience has its own culture.
• Engaging relevant collaborators and creative partners can help brands deepen their cultural understanding.
• All of the campaigns covered in this report have sought to have a small but lasting impact on the culture of their audiences.
• Cultural insights can also shape communication channels. 
• The best campaigns responded to the context of the moment and the audience’s evolving culture.