Bold
Bold, provocative, breaks rules. Attracts attention.
Archetypes
1✓ What to do
• • Be bold • Challenge • Use contrast • Provoke thoughts
✗ What to avoid
• • Don't insult • Avoid rudeness • Don't cross lines • Don't lose meaning
Example Phrases
"Your competitor already uses it. Do you?"
ad"Stop wasting time. Act."
email"Don't like it? Then keep doing what you did."
socialApplication Contexts
advertising
10/10
Provocative campaigns
social_media
9/10
Viral content
email
7/10
Re-engagement emails
Brand Examples
Nike
SportswearJust Do It
Red Bull
FMCGЭкстремальная коммуникация
Harley-Davidson
AutomotiveБунтарский дух