Some call it brand engagement: peeps doing things in the name of brands, sometimes for the sake of it. As marketers willing to create lasting bonds based on respect and self-esteem, we call that brand humiliation.
A new creative concept co-designed by my dear fellow Luc and I.
BH is all about making people feeling shitty, diminished and kneeled in front of brands. They commit in BH for a lot of reasons: most of the time they’re poor. Sometimes, they can be fans. Or bored.
Becuz brands adore looking at people craving free gigs, they design brand humiliation experiences:
Heineken during the last US Open.
Foot Locker last month.
Reebok last summer.
Adidas last year. It won a Cannes Lions. For allowing people to jump for free sneakers.
When did marketer though that it could be rad to abuse consumers that way?