Provocative
Deliberately provokes reaction, makes think. Breaks expectations.
Archetypes
1✓ What to do
• • Ask uncomfortable questions • Challenge norms • Create discussions • Be bold
✗ What to avoid
• • Don't offend values • Avoid scandals • Don't lose respect • Don't provoke in vain
Example Phrases
"What if everything you knew about X was wrong?"
ad"Why isn't anyone talking about this?"
social"Uncomfortable truth about our industry."
emailApplication Contexts
advertising
10/10
Thought-provoking campaigns
social_media
9/10
Discussion content
email
7/10
Educational newsletters
Brand Examples
Patagonia
ApparelDon't Buy This Jacket кампания
Burger King
RestaurantEducational newsletters
Cards Against Humanity
EntertainmentEducational newsletters