COVID-19 has changed the way people behave forever. Explore the map to learn more about what’s changed and what you can do to help.
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Select a tension
Life On Pause
Postpone all the things.
CoronaVirus has interrupted our lives. From pushing back life milestones to career setbacks and trip cancellations, Corona has pressed pause on our forward momentum.
linkCultural context
Life On Pause
What can your brand do?
Feeling like we are living at a standstill, how can brands help us regain our forward momentum? Feeling like we are living life at a standstill, how can brands make sure we don’t have FOMO around our own lives?
linkTake action now.
What Martin's doing.
BWW / Sports Live On
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RITZ / Qurantine Karaoke Challenge
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Why Tension Works
The most memorable stories have tension. Without tension, it’s nearly impossible to get attention.
Imagine David without Goliath, Batman without Joker, or Jim without Dwight.
These stories become forgettable without someone or something to fight against.
Brands are no different. The most successful ones all have clear enemies.
When you have a clear enemy, people don’t just buy what you sell – they begin to root for you.
We believe the key to creating culture-shifting work is to first define your enemy – and then begin to fight all the ways that enemy manifests in day-to-day life.
OREO has Adulthood. CarMax has Soullessness. Buffalo Wild Wings has Domestication.
Each of those enemies is more than just one big problem. They represent dozens of tensions – issues, setbacks, frustrations – people face every day. In other words, they are perfect opportunities to prove what your brand stands for by taking action.
