- Used wisely, they capture the feelings we know so well, but perhaps haven’t articulated.
- They scratch the itch we didn’t know was there.
- In creative work, human truths are slithers of gold, because they connect with us on a deeper level.
- They leap over the features, the benefits, the surface-level logic of why we should buy and they touch down in the place every brand wants to be – resonance
If the human truths below feel a bit obvious, good. They should. Genuine human truths aren’t necessarily met with “eureka!” They’re often met with “of course”. They are hiding in plain sight, right under our noses. They are simple. That is their power.
- Human truths cannot be made, they can only be discovered. They are artifacts hiding in plain sight – waiting to be unearthed.
- But being found, rather than created doesn’t mean they are effortless to assemble. Identifying human truths takes rigorous research into your brand, audience, and the market landscape you exist within.
- But here’s the catch – research alone doesn’t make a human truth. Data can only take you so far. What it needs is something that cannot be mined from research or pulled from the pages of journals.
- What you need is meaning; an ability to read between the lines; an innate understanding for life’s textures. What you need is the ‘human’.
- This is the job of the account planner/strategist.
Snickers
The data said: Hunger negatively affects our mood.
The human truth: You’re not you when you’re hungry.
A pair from Australia…
OAK
Containing 30g dairy protein and with no sugar added, the OAK Plus range aids in the recovery and repair of muscles after exercise*. Whether you’re a weekend warrior or a more serious athlete, OAK Plus is for you.
An Australian favourite for more than 40 years with its wide range of rich, creamy and authentic flavours – OAK is always the answer. Full flavor, full strength, full on.
The human truth here? Sometimes we feel a little bit hungry and a little bit thirsty.
Golden Gaytimes ice cream bits
The human truth here? We all know what it’s like to have a friend who constantly asks for a bite of our food
Harvey Nichols
Harvey Nichols is an upscale British department store. It sells designer fashion collections for men and women, fashion accessories, beauty products, fine wines and luxury foods.
They are known for promotions with a “Wow” or “A Ha” moment.
The human truth in all of these? Maybe there’s more to Christmas than just giving.
Christmas, 2015
Gift Face
We’ve all been there, opening a Christmas gift that is beyond terrible. A gift that isn’t even worthy of gathering dust on your shelf. A gift that makes you question if the giver even knows you at all? A gift that leaves you with no other option…but Gift Face.
Christmas, 2014
Could I be any clearer?
Sick of unwrapping socks from your nan? Fed up of receiving novelty Christmas onesies from Aunty Jo? If you’re tired of rubbish Christmas gifts then you need a Harvey Nichols ‘Could I Be Any Clearer?’ Christmas card. It’s the best way to make sure you get exactly what you want.
The campaign featured a range of Christmas cards aimed at stemming the tide of unwanted gifts. People could customize their own unique card with a message that drops an extremely unsubtle hint about what they want for Christmas–from Harvey Nichols. The cards can be printed, emailed, or shared on social media channels.
Click on this link to see all the people it took to make this.
Christmas, 2013
Sorry, I spent it on myself.
Tis the season for self-indulgence! This Christmas, a little something for them means a bigger something for you.
The video to the left is from DDB Needham. It explains how they put the “Sorry, I Spent It On Myself” campaign together, and the PESO elements they used to get the message out.
from Harvey Nichols
“Breaking through London Fashion Week noise for Harvey Nichols”
This is a stunt developed by the PR section of TBWA.
Iconic department store, Harvey Nichols, has been a London landmark for 189 years. But how could we guide the chatter around London Fashion Week back to the store as it competed to be heard above designer and competitor noise?
Working alongside TBWA, we homed in on Harvey Nichols’ unique women’s focus and history to rename it Holly Nichols for Fashion Week month, before powerfully re-enacting the 1912 Suffragette smashing of the store’s windows on the eve of the week itself.
The store renaming caused a stir in the press, with much-loved TV personality Holly Willoughby sharing the new storefront on social media whilst national TV crews, photographers, social media influencers and curious onlookers gathered at the front of the store to watch Emmeline Pankhurst’s great-granddaughter, Dr Helen Pankhurst, recreate the window smash alongside other pioneering women. And this was no pointless stunt- it was in line with The Mayor of London’s Fashion Week challenge to “commemorate the history of suffragettes and drive future gender equality across London.”
Earning fans
There were 148 social media posts about the campaign, posted by everyone from TV personalities to fashion editors, plus 75 pieces of branded media coverage were shared 3,000 times. Coverage included BBC One’s The One Show, which aired a whole feature about the event, as well as pieces on The MailOnline, Daily Express, and influential women’s media outlets such as VOGUE, Elle and Marie Claire.
As a result, Harvey Nichols dominated share of voice against other department stores during the campaign period by a significant margin and owned over 71% of the media conversation vs other department stores; almost four times more share of voice than the next leading department store.
The campaign was so successful at distinguishing the HarveyNichols brand against its competitors that the store went on to partner with the charity Smart Works to help women get access to clothing and training to enter or re-enter the workplace.