Making an Impact in Culture | Simon Summerscales, 72andSunny | OnBrand '16

thank you so much Eggman i I just have 7 bytes in Amsterdam only one outside well I had one outside apparently and one other thing unlike actually I probably won't be dancing too much up here today and I'm going to start off have you got the clicker or is it a are they just going to change this for me I don't hear em so I'm just going to start off talking a little bit about our name because I think it sets the tone for the talk that I'm going to give you we are an agency advertising company based in Amsterdam based in Los Angeles and also in New York kind of founded in Los Angeles but also start here at the same time for those of you that know seventy-two degrees which is about 20 to 23 degrees in Celsius is the average temperature in Los Angeles pretty much every day of the year in Amsterdam it fluctuates a little more than that so it's definitely not as a weather forecast it's it's something else it's really just a statement of how we look on the world it's a statement of optimism of general sunshine in kind of the work that we do in the brands that we want to work for we want to work for good brands that do good things and the tone of this talk is really in that spirit I think we live in a you know complicate times politically but also in the world that we work in as well in communication terms it's a very complicated world and we choose to see that as opportunity and on behalf of brands that we work for you know as obviously a kind of thing that perhaps can separate them from everybody else so the talk is about making an impact in culture and what does that mean I think it's about having a strong point of view it's about making waves and and I wanted to share this bit of work this is probably one of the first pieces of work that we did from Amsterdam and for sure it made waves this is this is the chief Imam of Egypt and the former Pope Cardinal Ratzinger Ratzinger sharing in reasonably intimate moment and yeah this caused quite a few waves interestingly the chief Imam was quite cool about it it was the Vatican that threatened to sue Benetton who he made this for and Benetton were kind of I think you know it's kind of one of the metrics was get sued by the Vatican and that kind of worked them and the other interesting thing about it was that this was only a handful of posters you know it's about six posters put up globally and then when the Vatican threatened to sue every news network across the world put this poster up as an image of of why they were being sued so it's probably one of the biggest campaigns that Benison ever did but what's important about it is it's not just about its shock value and the point about this thing was that it's it's a basic truth about Benetton and and what they stand for you know belladonna is a brand that love them or hate them is taught for a very very long time about tolerance and this campaign led to it was campaign called on hate there are other images of political leaders in much the same embrace but it was an idea about intolerance and you know turning that to a picture of more tolerance and it gave birth to the unhype foundation so a charitable foundation which Benetton still support today that kind of looked to deal with intolerance in certain markets so very point for them very on point for for their audience and I think that's what I want to talk about in making an impact in culture is where it comes from from a basic truth the other thing about it for us is that it's not just a creative indulgence it's it's a it's a commercial equation for any brand the idea of making an impact in culture moving people changes how people see your brand it changes the relevance of your brand immediately and as Ashley was saying much what she was saying there in her talk you know once you're relevant or once a brand is being taught about that has an impact in terms of how people go on to buy your brand so there is a commercial goal at the end of all of that stuff and I'm going to talk about a couple of our brand today but the one in the background here is acts you know for whom making an impact in culture is having very very clear direct impact on sales so it's a commercial decision beyond just being a creative decision for people so I'm going to talk through the rest of this talk is really just talking through these five kind of facets of how we now work and think about making an impact in culture it's probably worth me saying that there are other things there are things beyond what I've thought of even I'm sure but there are also other things that are perhaps a little more intangible good creative talent original thinking these things are really critical to to making good impactful work and but I guess the point here was to sort of focus on things that any of us in this room can kind of twist be it working directly within a brand or working for an agency whatever it might be and to kind of turn up the volume and truly make an impact so let's start the first one pair of story I know people talk a lot about the power of story and and they talk about it a lot because it's basically very true we humans are storytelling beasts you know we in we make understanding of things everything we make understanding of through telling stories and this first example here is work that we did for Google have been doing for Google for some time Google have no problem in terms of product penetration they've certainly had 90% product penetration in Europe more than in fact the USA where they're from Google's problem is one of trust and a general lack of understanding and empathy for their brand and this work that we did early on was really just looking at Google's products and how for in some cases some very everyday people in other cases scientists were using what we consider is everyday Google products Google search Google Maps to truly transform their life or their work so just I mean I'm not going to show any of these Gump's today but the rain forest guy used Google Maps to find a bit of Uncharted rainforest that nobody else had actually provably previously found there's a guy there in the middle of a bit a skate park in the Olympic within the Olympic area of London just using Google search to kind of find the parts and I think my favorite here was a guy that in his daughter's bedroom why not his bedroom I don't know but his daughter's bedroom built a air flight simulator just searching using all of Google's products basic google shopping and all the different things to pull together this handbill aircraft simulator simulator but it's only really understanding through the eyes of another person sort of the empathy of understanding someone's human condition that you start to understand and the power of what those products can do for you and as a consumer and then the other thing about that which is you know in this world of you know insane technical technological development you know there are so many opportunities and it gets a little confusing and a little kind of it kind of stalls you a little bit I think to think about all of those opportunities but for us I think we we feel that technology has really changed the ability to tell stories it gives us much much more many more ways to do that and many more layers in how you do that as well the ability to tell stories across multiple channels so I just want to show you example of how we did that and how we develop technology with Google to kind of do that in a different way and I'm going to show you quickly a case for this but to introduce it this is the story of a woman good as you need amor who lives or still does live in Marseilles she for many years heard but she's a massive fan of Marseille I don't know if she was born there but she for many years had been doing sound walks of Marseille so she was calling audio and that she started using Google Maps which is how we found her just to place some of her walks up onto Google Maps but she was really so passionate about the city and there was a lot of problems in Marseille to do with people's fears about crime and what-have-you and the many many layers of of immigration that come to the city from Africa from other parts of Europe and she wanted to tell a story about how beautiful how culturally rich and how culturally diverse that city was and we chose to do that through the lens of the evening because nobody ever wants to go out and Marseille at night so it kind of showed an ability to live or to come into a space where probably many people are afraid to go in the evening where she could tell a much richer much deeper story of that place and this is where we got to it out so it's a short film this is Julie d'amour Julie wanted to share the story of her dynamic and sometimes misunderstood city of Marseille so she created audio walks using Google Maps inspired by her project we set out to tell Julie's story in an innovative way with a 90-second film and by bringing to life one of Julie's favorite sound walks night walk in Marseille is the first ever nighttime Street View hundreds of high-definition photo spheres allow users to take a tour around the streets and back alleys of cordial young users immerse in the natural acoustics of the neighborhood using binaural sound technology that reacts to their movements three kilometres of Spears document sites and genuine moments around the neighborhood transporting users to another place and sometimes even another time discoveries are made richer with facts powered by Google knowledge panels embedded YouTube films introduced the neighborhood street artists musicians and locals voila night walk is optimized as a mobile first experience using gyroscope technology users can look around simply by moving their phone or tablet the mobile site utilizes Google Places API to recommend similar places near them night walk was immediately globally embraced became a trending topic on Twitter within days and generated 88 million PR impressions to date and in the end we demonstrated that with Google products you can discover another side of Marseille or any other place in the world so I think by the way this technology Google used developed continues to develop it it built the it was what they used to build the Abbey Road experience if you haven't seen that wonderful experience and then what they did around Rio for the Olympics as well so you get you know a kind of wonderful sense of how you can start to use what is seen as very Monday day you know daily technology turned into something powerful enough to tell the story in all of the kind of response to this thing I think the thing that we were most proud of was this kind of response from BuzzFeed and virgin from kind of the tech peers just saying you know how that transformed Google Maps in for the first time or the most interesting thing that they'd seen from Google Maps before so you know I think it's a it's a great result into sort of how you can start to talk to stories in different ways getting beyond film and by the way we make a lot of film you know we're fans of making film because it's a rich rich way to tell stories but I think we love the challenge and the idea that storytelling can exist beyond that and and can exist beyond one channel even and sort of moving to many channels to do that so the next point is purpose and I think the connection between these two is that storytelling is all very well but you know if it's just random if it has no connection to the brand for the brand's truth the brand's reason for it being then it serves no purpose at all it's really just transitory stuff that people see today and it's gone tomorrow I think the kind of storytelling we want to do wants to be very clearly connected to a brand's purpose what the brand stands for where the brand comes from and I'm going to use two I'm using just examples of our work today because obviously I know it that's how I've got the depth on that stuff but it's not the only place that this kind of thing is happening and but I'm going to use two examples for you I'm going to talk about I work for acts and I work for Smirnoff both brands that we work with globally and both brands I think I wanted to use because unlike Google or a very modern brand who really understand their sense of purpose because they're new still or it's very very connected to the product they're making I think for older brands that have been around a longer time you know 20 30 40 50 years in the case of a Smirnoff longer and you know understanding or remembering your purpose or remembering where you came from is sometimes wait sometimes it's forgotten and sometimes these brands need reminding of that and that sense of who you are being placed in a very modern context is what's important and I think that's the story with both of these brands so I'm just going to focus on this point of purpose for a second first talking about act so acts is about attraction has always been about attraction but I think acts found themselves in a position where the story that they were telling the connection in culture was outdated you know the sense of what act was was this thing where you spray the can and girls come flooding after you running towards you was probably never true but in this day and age certainly not true at all you know it really didn't resonate with our audience who are you know much more you know very optimistic generation in Millennials and you know AXYZ audience by the way was getting younger and younger their Suites boy is a kind of early 20s guy this kind of audience that we're trying to find here and yet the idea of Attraction has really changed for those guys it's a it's an it's an element of equals now it's it's not just about guys chasing girls it works both ways and the other thing is that the traditional models of masculinity were ceasing to be relevant for our guys you know they don't stand up to kind of the life that we live and the reality of what it means to be a man today and for everybody masculine it means something slightly different so ax just really went on a journey of understanding that and realizing that yet was still very much about attraction but the idea of masculinity is fundamentally shifted so we can't do this very outdated and outmoded and for some people slightly offensive sense of what masculinity was so the shifting part of purpose for act was about liberating masculinity a new form of masculinity and I'll play your short film that kind of introduces that point and where we've gone with a brand for decades acts has been there to help guys be and feel more attractive famous is the brand that helped them get ahead in the mating game but our guys are outgrowing these old-school gender roles we shouldn't be afraid of the word feminist men and women should use it to describe himself now growing ax - not to mention women who max became the opposite of attractive latest ad is doing the exact opposite it has feminist groups all riled up today attraction is a game of equals connection is way more important than conquest masculinity is whatever you want it to be and what makes a guy sexy is not in the camp it's in him time to reinvent pacts not just with a new grooming range but with a new voice in culture and liberate men to be the most attractive men they can be themselves come on a six-pack who needs a 6-pack when you got the nose we then invited guys to find their magic on the streets and on Google when guys search for advice and grooming we are there with an insta groom yes that's a girl teaching guys how to do a mohawk we partnered with model and activist Jean Ross to launch the new fragrances and use the most testosterone infused event on the globe to discuss masculinity the male grooming company acts will be airing this ad sharing its new point of view on masculinity the campaign opened a huge debate on gender and attraction but for the first time ever women led the conversation clicking sharing commenting and watching an axe film more than men shifting the conversation and the perception of the brand in culture repositioning acts from body spray to male grooming from a-team brand to the voice of a new generation of young men I think the thing that we learn and I think the thing that we brought I mean the guys act knew the world had changed but I think the thing that sensibility that we brought to that work was understanding the role in importance of women and not just women I mean it's not just the guys that attracted to women it's for everybody for all guys but the idea that that audience was fundamental to their acceptance of this work of this thinking was that you know the most powerful people behind that with the women and their positivity to it and I'll come back to that a little bit later on when I talk about data and how we use that information and then another brand smell of Smirnoff super interesting so these are both brands that we work with globally Smirnoff was suffering a real crisis of confidence which is amazing for what is the number one vodka brand in the world in fact the number one spirit brand in the world you know Smirnoff is a huge huge brand but their category was really heavily dominated by what we called the blue world so the Grey Goose is of this world the sea rocks the Absolut vodkas which were really creating an atmosphere around that category and around communication around that category of exclusivity of separation from the crowd you know people like P Diddy are being a brand ambassador for sea rock you know this idea of VIP rooms and separation and segregation and that really doesn't fit Smirnoff at all so they were very much out of beat with these brands you know it's the brand that's everywhere in every bar all across the world and the brand for everybody and when Smyrna fucker was created it was created as the brand for everybody and so there were very much out of beat with with the category but what was important and really interesting for them was the fact that their audience again a very young millennial millennial audience were also out of beat with that they weren't interested in VIP lounges they were much more interested in honest and kind of equal times effortless good times you know the idea of house parties has been growing across the world you know people meeting early to get together outside of bars has really really grown and there's a lot of nightclubs closing which I want to get two down but you know it's the culture has really really shifted and it's a much much more level playing field for people and so Smirnoff really needed to get back to what they were about and that was inclusivity the brand for everybody and so the purpose for Smirnoff is about moving the world to be more inclusive that's manav's purpose and I'm going to play you another film just to show you what we've been doing for Smirnoff I think it's a it's a little longer but the reason it's a little longer is I just want to show you how you can take a purpose that's a purpose across the world but in different cultures treat that differently because things are going on they're different and the audience is slightly different in all those cultures but you can be really true really clear to that purpose of inclusivity still with very very different work and that's what we have here so Smirnoff is the world's largest spirits brand but this former icon had lost its way with a new generation of fragrance the brand was getting lost in a category obsessed with exclusivity to regain leadership Smirnoff tap into the beliefs of a new generation the good times are better when everyone's invited we realize that our scale can stand for something meaningful inclusivity we relaunch Smirnoff in the u.s. pushing up against the exclusive VIP culture that other brands promoted and cut the velvet rope how about this one it's made only from potatoes that look like famous people's faces maybe there's one yeah what's this one's claim to fame its Smirnoff it's just really good vodka oh I got a bouncer bouncing well in that case here is my guest list and continue the strategy into social with a publishing model that linked easy to make mixed drinks with cultural moments sixty cues of caramel is the easy simple and delicious way to enjoy Valentine's Day unless of course easy isn't your style in Africa we launched the brand by showing that you don't need to have access to an exclusive nightclub to have a good time you see my side in Argentina we disrupted the default local spirit by challenging routine showing that good times are better when you're open to new experiences one night to look at the clock and laugh and with our print we reminded everyone the possibilities of an exciting night out in Western Europe we brought the nation sometimes excluded culture of voguing into the mainstream building is taking the music and presenting your story and bringing it to the person you really have to decide what character do I want to be which outfit do I want to have in which gender am I playing with and use the brands inclusive voice to answer local cultural tensions globally we've embraced EDM is the most inclusive music genre partnering with vice and Live Nation to create the Smirnoff sound collective a group of artists the champion our values at festivals and across our social channels our first global innovation will launch with a campaign that recognizes everyone has something to bring to the party we partnered with two leading artists kiesza and Djemba Djemba to create a bespoke track and music video that told our story followed up with an electric print and a socially driven campaign that encourages everyone to bring their face Smirnoff's new positioning is only in its second year but we've already seen results in the u.s. we reverse ten years of decline growing the brand for 32 consecutive weeks within Africa double back ice over trial rate 25% exceeding the 20 percent target in Argentina Smirnoff is on track to grow 60 percent year over year across the world Smirnoff is being recognized as an agent of inclusivity by embracing our scale and connecting to the driving cultural force of this generation Smirnoff was able to reconnect to a global audience and regain its iconic status and in just 18 months the brand has halted long-term decline and is back on the path to growth proving that by being true to ourselves is the largest spirit player in the world we can help awaken a rising spirit inclusivity and turn the tide broadband and the category thank you thank you and I think the results are not intended to be chest-thumping stuff I think I just wanted to always make the point through this presentation that there is commercial success on the end of this of this search for making an impact in culture and and and the other thing about both of those brands is that so they've had commercial success they've refound where they came from which is really important not just from the point of view of your sustainable communication it's also really important from the point of view of you if you work there is motivating it kind of gives you a sense of who you work for and why you work for them and and then where that leads to and we're very proud of is that in both those cases these brands now have very strong social missions built out of their work and acts never had a social mission before you know so in the in the Unilever stable dove and many other brands have had developed social missions when the process of developing that for acts it's based on our purpose of liberating masculinity and those with some very serious issues to do with you know young male suicide and what have you so it's wonderful that they're able to contribute something that's very clearly on purpose very clearly something never right to be involved with and it's another point before I get a purpose to make which is that we never stray far from our world so Smirnoff is always about honest effortless good times we're always in the night we're always around that stuff and the work that we bring next which hopefully you'll see in a few weeks is still part that we're open thing in Europe is is it's a thing about open borders but it's very much through the lens of nightlife but we're very proud of that and and the same for acts you know that there are grooming brand so we kind of keep in the world of attraction and grooming we never really stray far from that so the next creative data I think the thing about data you know again it's something that people talk about a lot and I think it data gives us great potential for us it's really about its service in how you make an impact in culture of course we use data for tracking and performance but there are two areas I want to talk about which I think are interesting one is about the ability to develop your work once it's live so I kind of you know as it's happening impact and then the other is about how you specifically develop creative work to to deliver to make an impact in culture and we touch on listen to in the case study for X but I think I'm so I think we learn a lot during this act work and that one of the things that we learn immediately is we put this out work out in the world and we just really didn't have an idea of how actively focused women were going to be on promoting this story we just didn't have an idea and we wondered we were looking for what our promoter audience might be but it was insane it was just incredible how much women were coming to the defense of the work and to the defense of that idea and then on the flip side of that our detractors were these kind of guys that were kind of slightly misogynistic quite confused people you know about presenting a pressure impression and masculinity that just doesn't relate to them at all and neither of those audiences are out ultimate target audience our ultimate target audiences young guys but we made a point of targeting both of those audiences really really heavily you know it's really important to get your promoter audience engaged and your detractor audience engaged if you have not everybody has a detractor audience but we certainly did in this case and if you push to those audiences that's how you start to get cultural conversation that's how you start to kind of make an impact because they're the people that are most vigorously going to debate this thing for a guys that were kind of sat in the middle and they just wanted to know that it was going to be cool for them to be wearing acts again you know it's really interesting creative director on acts and it Larry as a woman and one of the creative directors and it was really when we were pitching for this because she was saying you know if a guy has ax in his bathroom on a first day it's kind of the last day you know it was seen as a brand that was just for young kids and you know I think that really transformed now I think the idea of having women on board as this kind of promoter Army has really changed how the brand scene and it's having commercial impact for them and the other way that it helps and this is just in terms of in terms of create development and we got our hands on this wonderful study a guy wasn't a Googler they moved to Google he did a study on particularly men how men used the search in the privacy of their homes now guys struggle to talk to people about how they feel what worries them other guys particularly women they're not going to talk to anybody but what they do do is they go to Google in the previous of their home and search for these things and in a wonderful study on how people were using search to kind of get into their inner fears number one on the list was perhaps unsurprisingly penis size and then there were a kind of a number of references beneath it related to sex and sexuality but then beneath that was a layer of just the gold for us it were things like you know do guys do girls or guys even find the big nose attractive do how do I deal with my receding hairline what do I do about my sticking out is you know there were kind of things that were just all emotional issues tucked up within guys to which we as a brand that was about liberating masculinity had a response it's like work that stuff and that's why the bit that I know tickled you at the start that thing that thing about the nose was in there from the start noses are attractive and if you've got big nose be confident enough to wear it you know people like that kind of thing there are plenty enough people out there for you to like that stuff and that's a very positive image it's a very positive self-image and so we use that data to kind of start directing stories to people to direct stories of that were emotionally connected like that to also direct stories which were about grooming you know to do a quiff whatever the hairstyle of the moment is we can react and respond to and kind of deliver stuff out there so it became a very responsive way to do that thing and then the other one for Smirnoff was they keep the balance between these two brands with Smirnoff you know Smirnoff word this was a us thing but they were producing a flavor after flavor they were knocking out all of this innovation into the market which was very costly and had diminishing returns over time so is making no impact and we really switched the strategy and again born from the purpose you know this is a brand about inclusivity moving away from the world of the mixologist and the kind of you know the expert barmen - the kind of anyone can do this idea and then connecting up loads of cultural moment and creating drinks around all of those cultural moments creating recipe ideas that would allow people to in their home at their party to be able to create or recreate those drinks so it's a good financial move for them and it's also put out some sustainable content in the world next communication strategy and I could come in for hours because it's my heart and my responsibility broadly at 72 and sunny but I'll let I keep it massively short today um communication strategy for us is you know the art of how we tell this to these stories and I guess we think about a communication strategy a bit like a you know a master retailer thinks about how people navigate a store you know it's like what to put in what not to put in and where to put those things and what the arc of a story is and that may be very different for different people and then we build these kind of models that enable us to look at that you know when do you start when don't you start in the case of Acts there are kind of three big considerations one is about accessibility where and how do people find the stories and messages that we put out to them the next is about context how do you get close to a moment of grooming or close to an emotional moment that connects them to the story that we're telling and then the third critically is how do you then connect that back up to selling product how do you get that back to a retail environment how do we connect a retail environment to a mobile moment and so we think really really hard about that stuff while all the time trying to make a kind of much broader impact in culture and then the other thing is well I'm not sure that's come out great but the we kind of build these map things because clients like them it's like a little thing that you get to hold on to and share with loads of other people it becomes like any map it becomes the guidance way of doing it I don't what happen between our PowerPoint and the people here but this looked a lot nicer when I before I turn it off now but yeah so they become a kind of guide a user guide for how people develop their communication and the really important thing about it is it it's not just about the stuff that we're making it's not just about the ads that we make or the film that we make or the social content that we make it's not just about the media either the media agency or focused on it's about all of the potential touch points because everything communicates everything a brand says everything a band has in terms of its you know inventory in terms of its product in terms of its product period appearance in terms of its own social channels in terms of conversation all of those things say something about the brand so for us it's really critical to understand in the first place how to well push those levers but also how to understand when you know when and what time to connect those up and how ultimately that connects either to sales or tour to some other metric of delivery and so the final area that I focus on is is this idea of a network of influence because if you're going to make an impact in culture you need to understand where influence lies where the story starts to propagate where it starts to spread and what's clear is that the landscape is definitely evolved there was always this thing of like the nineties umber for this idea of the water cooler you know the idea of going home watching something at 8 o'clock everybody watching it together and then arriving the next day stood around the water cooler to talk about it and there was a probably a misconception but conceptually in advertising that that's how culture happened that's how people started talking about things and if we just got our ad into the spot in the middle of that stuff you know would be part of the cultural conversation I'm not sure that was ever true but that was certainly the world in which we worked and then it kind of moved to this concept of paid influence you know so as the web developed the idea of these uber influences came about clients don't spend a lot of money clients that we still work with you know spending a lot of money on very very famous and sports stars you know like Messi who has God knows how many tens of millions of followers on Facebook and LeBron James who charges something like a million dollars a tweet these influences uber influencers started to kind of become the new model for people it was like replace your media budget with a way of getting fast distribution to people but I don't feel like they ever worked maybe they worked for a period of time but they definitely don't work now it's just like wallpaper and it's becoming very expensive wallpaper wallpaper in terms of propagating stories I don't think any of us believe that Messi really likes Samsung you know or and particularly by the way if he says it in English because he's not English you know he speaks Spanish he's Argentinean you know it's not it's not true and it's not honest and we all know that and so this idea of uber influence I think is really really wrong where we're at and again to being optimistic and where it's super exciting is this point on the right which is this idea that you know there are loads and loads of small pockets of influence and a passion and of interest and connections between different people that sometimes connect up to a bigger idea the influence is far more complicated far more disaggregated than it ever was before and yeah it's a lot harder work in terms of reaching people than it ever was before this was a really interesting chart and study from shopper social media in the US but it just goes to show this graph the emerging creators which is the third bar there are the audience that not only are much much more engaged and responding to stuff but deliver a much higher return on investment for things and it really makes sense as well it's like the idea of a friend it's like you take very personal relationships you take much much more notice and you certainly take much more action from somebody that you trust to deliver a story and deliver a message to you so I think the idea for us is that we're much more interested in the idea of emerging creators and where we mean but for us that's not about the idea of just let's give them loads of AX product or let's get them drinking smirnoff vodka it's not at all about that I don't think that that is the most effective way to do it because I think you come back to the same problem which is how do you trust those people for us it's about using the value of purpose of where you're from and what you what you stand for and bringing that together to what is their purpose it's a lot easier for us to go out and talk to somebody and say we stand for liberating masculinity we know you do too because we've seen everything you do how would you like to do something together it's a much much more engaging way to talk and the same is true first man off you know how do you you know you're interested inclusive T we're interested inclusive T how do we use our platform to give you space on that so we're much more interested in the value of purpose in the dynamic of how you work with influences and develop those relationships this is a good example Sean Ross was in that was in the clip that I showed you before Sean is very now deeply connected with acting is a guy that we found that we connected with he is he's a model he's a now B no black guy from America very eloquent young man he's also an activist and has been doing a lot stuff with younger guys to talk about masculinity and so we obviously knew all this stuff and we've develop with this guy what's interesting out Sean is he didn't come with a big following at all you know he was a very very small influence II didn't have very much reach and we the reason I put this chart up is this kind of for us there's more to influence than just pure numbers reach of course is a valuable thing ultimately you know you get two big numbers but it doesn't always matter in the first instance relevance definitely and that's about share purpose that's also that the audience and that the person talks about the same things that you talk about so it doesn't feel in Congress with with their social channels and and how they talk about stuff and then the third measure which for us is critical and we're getting better and better at measuring this thing is this sense of authority which is something Shaun definitely has if Shaun only talks to 10 people those 10 people act entirely on what Sean says because Sean to them is a hero it's Shaun to them is somebody that represents everything that they stand for so Shaun probably does now have a big following but Stanley didn't have a big following and we started working with him and but he was critical to successful impacting culture because he had a huge level of influence over the people that followed him and that is how influence propagates it's about small communities that build and build and build out to bigger larger communities over time the other thing about acts is that we then started to use the protagonists in the advertising as well so we start shaping and more and more of the content that we produce for acts will be about the people that appear in those in those short films this is just a lot of social content we do but it will also be for some of the global advertising that we do which want to use real guys because it's a story about real guys so it's really informed all of these people are kind of people that we just found that we wanted to do short stories with bit tying a tie telling a certain hairdo or talking about issues of masculinity is much true it's much more real when it comes from actual people and the same is true for Smirnoff as well with Smirnoff work we you know this campaign in Europe is a Bert is we're open you know it's a really interesting campaign direction in that the idea really is about finding interesting subcultures where there is a level of inclusivity already and bringing them to a bigger platform so the thing on the left was one of the first campaigns that we did which is about voting voting which sizzling I should maybe vogue up here but I won't be here like Ashley but it's a very inclusive dark form of dance it's been around for years and it was making a real comeback and we found a community that were doing that and these people were all genuine at this party it was a partly we put on so you see the guy in the suit he really is he's not there's a costume involved in well that guys wearing there were guys in suits they were old ladies they were kind of drag queens it really wasn't much other people and then more recent campaign was Kris Fonseca on the left who is a guy who's deaf that teaches deaf people to dance to dance music but Shawn it but Chris is is just a very good dancer himself so part of what we've been trying to do Chris is give him a bigger platform is to get him involved with other artists because Smirnov have that level of access so that he can be a dancer in the mainstream it's not about him just bringing deaf dancing to the world it's about giving a deaf dancer an opportunity and in a bigger environment and I think that's something that's really important to how we think about influencer is the incentives you know of course we pay people if they create for us there's no reason that we wouldn't is absolutely clear that somebody should be paid for their time but it's not our primary incentive the primary incentive for us or the shifts in each case but for sure we make sure that we have a match purpose bow incentives can be access and a platform so with Smirnoff often what we're trying to do is work with people where we can raise their storia level where we can use the ad dollars or euros or pounds or whatever they are to give somebody presents into a bigger to a bigger audience tell a bigger story and then use the power of our access with artists or in the case of Smirnoff with act who have a much bigger global reach is connecting up with other models or with other people that are kind of on the activist trail but really giving them access to other people so building and connecting communities so we're a good player in all of that stuff and that's when it hacked starts to have social impacts so in both of these campaigns the artists the community has been the primary source of how the story is propagated how we've started to make an impact in culture with those things and as I said already we're kind of reduced producing a new wave of advertising for this work coming out in the next few each which is much more about social inclusion in Europe and the reason we want to do that was because it's a story right now it's a story that's happening in the US and it's a story happening for all of us I think in this room in Europe and it's a story that we will keep to the night life world we'll keep it within the world that we work in but it's a story that's true to Smirnoff thar and it's a story that is definitely part of our popular culture right now so it's really nice to be able to kind of have a strong point of view in the same way that I started with Benetton but for Smirnoff that's going to be a bit edgy and a bit different but really true to who they are as a brand so that's it as I said already it's not the only five things that are going to help you make an impact in culture good creative work good creative people original thinking difference bravery a little risk all of those things come into play as well but for sure those are things that we're doing consistently and I just want to share with you now take them use them go do your anything in the world thank you very much the West