Helping creative people build a creative habit.
Creative people hate tools they view as uncreative, and the word “stock” smacks of satisficing sameness.
Yet, not all creative asset companies are created equal.
While art directors, designers, and creative directors have been challenged with lower budgets, canceled shoots, and tighter schedules, many avoided “stock” sites and services for fear of stock sameness.
DiGo client Shutterstock had built something very different – a great set of tools for enhancing creativity, and a remarkable range of assets that seemed to be anything but “stock.”
Since most of the budget would go into connecting creators, we’d need to hijack news and memes to get our message out. The Fyre Festival fiasco presented us with our first opportunity. Within 72 hours, using $2000 of Shutterstock assets, we created a video that was ultimately seen by millions – nearly 700,000 on YouTube alone. Though it was not a SuperBowl commercial, since it did come out during SuperBowl season, one subtheme of comments was, “Shutterstock wins the SuperBowl with Fyre Festival Video.”
The theme of our winning campaign: It’s Not Stock. It’s Shutterstock.
Challenge
The creative tools and content at Shutterstock unlock potential, freeing creative people to realize their best ideas. However, our research showed that a mental-behavioral block was preventing most creative people from enjoying these benefits.
Desired Positive Behavior Change
From closed-rigid-creativity to open-nimble-creativity measured by increasing engagement, usage, and revenue-per-creative person on Shutterstock.
Positive Behavior Change Idea
It’s not stock. It’s Shutterstock.
