Provocative
Deliberately provokes reaction, makes think. Breaks expectations.
✓ 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."
email
Application Contexts
10/10
advertising
Thought-provoking campaigns
9/10
social_media
Discussion content
7/10
email
Educational newsletters
Brand Examples
Patagonia
Apparel
Don't Buy This Jacket кампания
Burger King
Restaurant
Educational newsletters
Cards Against Humanity
Entertainment
Educational newsletters
In this database
- Entries with this archetype
- Rebel — 3 of 36
Archetypes
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