Here’s a little song for anyone who’s ever hated.
In the key of Grrrr.
Can hate be good? Can hate be great?
Can hate be good? Can hate be great?
Can hate be something we don’t hate?
I always thought Honda's 'Grrr' developed by Wieden & Kennedy London was a great ad but recently I ‘ve just started to believe that it can be the anthem of our era.
We are living through one of the biggest socio-economic crises. The technology driven revolution of the last decade has failed to aggravate the world’s standard of living instead it has aggravated the inequities of the world. The least needy see the most improvement, and the most needy see the least. It is apparent that our hot, flat and crowded world demands another level of innovation. Not just technology innovation, our world needs system innovation. Everyday life in the western world has become harder to manage and as a society we are facing unprecedented challenges. This crisis has taken a toll on our emotional as well as our financial wellbeing. People everywhere (Athens, Madrid, Cairo, Detroit, London, Yemen etc.) are sitting right in the middle of this disequilibrium and they are frustrated, angry, enraged.
Anger and frustration is the main product of our times, so if our time produces lemons can we use them in order to make lemonade? Can we combine hate with optimism? Can we find examples where hate changed something for the better? Can brands re-direct, use or capitalize hate (and anger) in a positive, creative way? Can the glee on peoples’ faces in the Syntagma square of Athens as they physically attacked symbols of hatred become the beginning of something positive? Or something different? Or something new? A new behavior that will lead in to new attitudes and eventually to a new better paradigm.
