PRINCIPLE THREE:
People remember how you made them feel
Long after the campaign is over, people forget the headlines and visuals.
What stays with them is the feeling that they had when they experienced your brand.
. . . . . . . . . . . . .
Breaking Bread
Martin Luther King Jr. Day is an important day to advertise
around, but an easy one too. It comes with familiar imagery, familiar quotes,
plenty of chances to make a loud, visible statement. At Yale, we decided not to
do that.
Yale Hospitality had a chance to build something meaningful
around the holiday, drawing on the University's ties to New Haven's
African-American community and the culinary team's knack for telling a story
through food. The menus took inspiration from places connected to Dr. King's
life and speeches, with the food itself carrying part of the story.
The hard part was making the advertising feel as real as the
experience we were building. I didn't want another campaign built around Dr.
King's face and a couple of powerful quotes. That would've been recognizable,
sure, but recognition wasn't the point. We wanted people to feel connected to
something real, to understand this wasn't just a themed meal, but a chance to
explore history, culture, and community through food.
Talking with community leaders and staff helped shape the
direction. We focused on the places Dr. King actually walked, the regions his
life touched, instead of turning him into an ad device. We called the program
Breaking Bread and gave the creative an almost anti-marketing feel, on purpose.
That choice mattered. The advertising didn't try to
manufacture emotion. It just left enough room for people to find their own
connection to the story.
That's what I think good advertising can do. It doesn't tell
people what to feel. It creates the conditions for them to feel something worth
remembering.
What this taught me...
Don't manufacture emotion. Earn
it by being genuine.
Sometimes restraint says more than another headline, image
or clever campaign ever could.
Our job isn't to dictate what people should feel. It's to give them something meanigful enough to feel for themselves.
