Emotion at the Heart of Communications
Emotion at the Heart of Communications
Imagine a world where every brand interaction you have makes you tingle, where every message resonates deeply within you. That’s emotional communications, it’s not simply about selling a product, it’s about telling a story, expressing values, and forging meaningful connections.
At an event organised by Web Hors Piste, our director Julie Cresp, alongside Antonin Pergod, a videographer, shared their expertise on emotional communications.
Couldn’t make it? No worries, here’s a link to the live session recording :
Experiencing Emotions During Campaigns
Successful communication is all about emotion and creating a strong connection between a brand and its audience. By triggering an emotional reactions, a communications campaign can truly transform consumers into fans. A stimulus is sent…
I see , I hear, I react, I feel an emotion, it works . At the agency, one of our key references is the Christmas spirit delivered by John Lewis adverts every year. Call us vintage but our favourite is the 2016 video, it checks all the boxes: music, lights, aesthetics, message, it makes us want to reach for the stars !
Compassionate and open-minded Creatures
To innovate, one must listen. Empathy is essential to understand clients’ needs. Here at Signature, we understand the importance of staying open-minded, creating the correct working conditions, and avoiding any sort of artistic constraint, because clients always love surprises ! Being attentive and compassionate helps develop concepts that both resonate with the audience and feel authentic. By putting ourselves in others’ shoes, we better understand what triggers something within us.
The delicate but effective use of humour
Humour is a powerful but tricky tool to handle, what makes one person laugh might not be funny to another. However, when used correctly, humour can create a memorable, almost instantaneous connection with the audience.
As discussed during the conference, we may ask ourselves what the boundaries of humour are. Not every humorous campaign can be “internationalised” due to a difference in cultural codes worldwide. Nonetheless, as tested with one of our clients, this Argentine advert cannot escape you! Get UPaaa…
Emotional Communications and Artificial Intelligence: A Good Match?
The topic of artificial intelligence is nowadays prevalent in all debates. Even in communications, integrating AI is inevitable. Despite its clear advantages, AI still struggles with emotions. But barriers are gradually falling. Today, conversational AI is making remarkable strides, and love is settling in the topic, with human/AI couples who no longer question the emotional potential of AI, but experience it daily.
She generated her "husband" using artificial intelligence, read the article on L'ADN.
If AI can find the correct tone, hit in the right spot, the attitudes that create shortness of breath, or even worse, irritation…ouch, soon emotion may no longer be humanity’s last defence. Dr. Mike Brooks suggests we can develop strong emotional bonds with AI chatbots due to their ability to “understand” and respond to our emotional needs consistently.
However, let’s reassure ourselves, AI relies on predictions, not truths! It anticipates our reactions but can miss the mark! Ask it for a beef egg omelette recipe, for example, and you’ll get a response full of nonsense! Our senses, perception, and state are unique to us! We appreciated Bescherelle and Brainsonic’s approach, highlighting the impact of words to use generative AI wisely. Let’s use AI intelligently, serving our precious emotions.
Sending a Strong Message Through Video
Ultimately, “video is a major communication vector, the first to generate engagement and attachment.” It can convey deep emotions. Every element of a video is crucial: sound, colour, and visuals all work together to create a harmonious and immersive experience.
In a fast-paced world, Antonin emphasises the challenge of capturing the viewer’s attention, so making high-quality production is essential.
Again, we discussed both the positive and negative emotions that video campaigns can generate in the audience. The most recent example that shook us, like creatives worldwide, was the harsh Apple iPad Pro advert that was eventually removed for deeply upsetting its audience.
Samsung’s response was swift, on an entirely different emotional plane, but almost too weak.
Ready, set, feel!
