I am a big fan of marketing stunts. But only when they are both provocative and living proof of a larger brand idea. If the Life is Good brand were a soaked sponge, their recent stunt called the "Power of Optimism Machine" would be like squeezing the water right out of the brand itself. Literally. With this idea the message is right, the creative idea is right and the timing for something like this is ridiculously right.
Here's a short video of the concept.
Infuses the Life is Good brand with optimistic energy.
Yes, the brand has always talked about the power of positive thinking. What it can do for you, for others, for the planet. But up until now it was just that, talk. And it has worked very well for the brand.
But watching this film transformed my understanding of optimistic thinking from an abstract, nice-feeling concept to an almost magical force. A force that an EEG machine could sense and then parlay into a tap filling up a glass of water.
There it was. We saw it. Positive thoughts from the subject and boom water flows into the glass.
Suddenly all these nice sayings and drawings we've all seen a million times on hats and tee shirts from Life is Good go from "isn't that nice" to "isn't that necessary!" The more people who see this video or witness their own glasses becoming half-full using the machine, the more people will perceive the Life is Good brand as more than just a "good vibe brand" and quite possibly as a concrete, actual, human force that can improve the world.
And now that the brand is infused with proof of the power of optimism, what better way to improve the world than by wearing Life is Good gear?...more