| Title | 2020 IDEAS REPORT |
| Brand | WETRANSFER |
| Product/Service | WETRANSFER |
| Category |
C02. Data Storytelling |
|
Entrant
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WETRANSFER Amsterdam, THE NETHERLANDS
|
|
Idea Creation
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WETRANSFER Amsterdam, THE NETHERLANDS
|
|
Media Placement
|
WETRANSFER Amsterdam, THE NETHERLANDS
|
|
PR
|
WETRANSFER Amsterdam, THE NETHERLANDS
|
|
Production
|
WETRANSFER Amsterdam, THE NETHERLANDS
|
Credits
| Faye Ehrich |
WeTransfer |
Project Lead |
| Nessim Higson |
WeTransfer |
Creative Director |
| Cartelle Cartelle |
WeTransfer |
Digital Development |
| Karen van de Kraats |
WeTransfer |
Art Director |
| Lumir Spanihel |
WeTransfer |
Designer |
| Holly Fraser |
WeTransfer |
Editor in chief / Director of Content |
| Robyn Collinge |
WeTransfer |
Copywriter |
| Helene van de Dries |
WeTransfer |
Research Lead |
| Tessa Pauw |
WeTransfer |
Project Manager Lead |
| Ciara O'Shea |
WeTransfer |
Production |
| Vera le Blanc |
WeTransfer |
Production |
| Annematt Ruseler |
WeTransfer |
PR Director |
| Annie Malarkey |
WeTransfer |
PR & Communications |
| Linda Mertens |
WeTransfer |
PR & Communications |
| Lauren Larsen |
WeTransfer |
Social Media Lead |
Describe the creative idea
In our third annual Ideas Report, published in early December, we took the pulse of our community. Out of 35,000 responses from 183 countries, we sought to understand how creative people generated and developed ideas in a highly unusual year, all while reckoning with a global pandemic. It was a year of massive contrasts. The results were striking. While many respondents reported having more creative ideas than ever before, intense doubt and a toll on mental health was a prevailing theme for others.
Describe the execution
We wanted to engage WeTransfer’s global community to build an understanding of how the uncertainty and doubt plaguing our world impacted creativity.
• Placement
The Campaign delivered 128MM+ imp, engaged thought leaders, drove 95% positive sentiment and 233K site sessions via Reddit, Facebook, LinkedIn, Twitter, the MarketingBrew, WeTransfer Wallpapers, and blog.
• Scale
We had over 35,000 responses to our questions from many countries around the world.
• Brand relevance
Empathizing with the good, bad, and messy parts of ideas has been a part WeTransfer since day one. We moved beyond just listening to creatives with the Ideas Report to a conversation with our global audience about ideas and the current creative climate.
• Touch points
From the design, we wanted this year’s report to have multiple entry points, allowing people to take in the information in different ways. Because a dense report isn’t for everyone, we landed on three ways in––Read, Watch, and Play.
• Materials, style elements, design choices
That tension in emotions is emphasized in many parts of the report, beginning with the colour scheme, black and white with a hint of colour. We went for big and bold look and feel, and systems of decision trees, surveys, and quizzes inspired the overall design.
• Methods and process
In the Read section, we showed five key findings as cards that readers could open and close, like flipping through a report page. We were inspired by economy-focused newspapers such as the Financial Times. It was important to have the information and data feel unencumbered, so referencing a brutalist approach to design felt appropriate.
For the Watch section, we interviewed five industry leaders who shared their advice for dealing with creative blocks, we asked how they harnessed doubt in a game-changing year. The talks were candid, honest, and intimate.