> THE PROCESS—Building 'The Defeatists'
THE GOAL
The goal of this campaign was to build awareness of our brand and to spread the message of our newly-created strategic narrative: businesses should compete on the strength of their ideas, not the depth of their resources.
THE IDEA
It all started with our research which told us that too many ideas are dying on the vine. 90% of ideas that are put down within a business are being killed because that business simply lacks the resources to execute it—they do not possess the means (money, time, energy, or, most importantly, the tools) to turn dream into reality, even when that dream could change everything. Our goal is to save those dreams and ideas; to show people that when they work with Impact, they don’t have to miss out on those great ideas anymore.
THE STRATEGY
The campaign’s aim is to show business how they’re killing ideas, even if they don’t realize it’s happening. We’ve all heard them: let’s push this to Q4, put a pin in that, let’s parking lot it, slide it onto the backburner, and the dreaded let’s circle back. On the surface, nothing much—but anyone whose pitched an idea knows these seemingly gentle letdowns actually mean your idea is toast. So, our campaign took those words to attempt to show people that even if you don’t think so, you’re probably shooting down great ideas everyday, and it’s probably simply because you lack the resources to pull them off. It’s not always intentional, but it’s happening, and with us, those ideas can come to fruition.
