With a room full of world-class creatives at Cannes, we explored the hallmarks of social-centric programs and how good creative must work within each person’s social system. Kathleen Starr, Ph.D., Managing Director of Behavioral Insights, and Susan Perlbachs, Executive Director of GSW-NY, led the room in examining 25 award-winning communications programs for elements that considered social context. Working in groups, the creatives then sorted through and earmarked their top five cases, and then shared back with the larger group with a brief reason why.
Read this full report that lays out five examples of social centricity done right. These examples came from final group consensus on the most impactful ways to address the primary forces within someone’s social environment.