The Adidas predator van activation had me thinking — what if we maintained everything but applied the 3% rule?
For anyone who doesn’t know what the 3% rule is, Virgil Abloh believes: “A creative only has to add a three per cent tweak to a pre-existing concept in order to generate a cultural contribution deemed innovative — for instance, a DJ only needs to make small edits to innovate a song. Likewise, a designer would only need to add holes to an iconic handbag to leave his mark.”
The original activation was well executed, shoutout to the teams involved (check my activity activity to see it). But, as a creative professional, I would be remiss if I didn’t consider incorporating the 3% rule into this activation in some way.
My Proposal
So here’s what I propose: maintain the original concept but switch to wrapping an LED vehicle instead, to maximize visuals and again, boost customer engagement.
By applying the 3% rule, we still keep the original concept without losing anything, but gain increased visibility, engagement and retention with improved visuals and potential extra storage space thanks to larger LED vehicles. We also avoid using a standard van, setting us apart from other brands 😉.
Just sharing my thoughts on how the 3% rule can be applied anywhere, by slightly tweaking a concept, we can significantly enhance engagement and retention — Enjoy the visuals.
Gallery
