Tuesday, January 08, 2008

Planners can make Movies II

- Reflective of existing trends i.e. if there is a new technology like 'computers' then films will reflect back on the trend i.e. films like Tron and the Lawnmower man. In the same way traditional advertising will pick up on a trend like skateboarding and latch on.

- We (brands and agencies) seek to bring about new trends and lifestyles that fit in with our products i.e. Reebok famously invented a new way to work out with the step system. Bisto tried to get us back around the table for meals once a week, Super-clubs created a whole new going out trend.

The first is a mirror, the second is an idea. We can relate to the first but the second captures our imagination. Could a film not define a new lifestyle idea and then build outwards from there?

e.g. the mods and the rockers are a cultural trend where youth groups split off - an imagined modern day fork between existing youth culture trends could be an interesting idea to investigate.

If you believed a film could affect real outcomes you would probably need a more positive spin on youth invention. Our culture favours the young, what would be the sequence of events and ideas that flipped this coin towards culture pointing up to old people rather than down to spolit teenagers - it already happens that way in some parts of the world!

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