How I learned about effective marketing from Bugs Bunny, Pixar and a cat from Japan

Why do most video ads bore everyone, even though agencies have the data and the tools? Michal Pastier, creative director and co-founder of the Slovak agency Zaraguza, starts with research by Emotion ID: out of 150 Slovak and Czech ads, only one made it into the great ad zone. In this talk he looks for what the others are missing and answers with stories from Japan, classic cartoons and his own Fofola campaign for Kofola.

You'll learn how to build a character using the rules of Pixar and Chuck Jones, why the dog Fofola only worked once it had a clear motivation, and how Michal uses Daniel Kahneman's peak-end effect when writing spots. You'll also see the campaign's numbers: more than 30 million views, 78 % of them organic, and sales up 32 %.