Welcome to the Renaissance

What happens when we invite more voices to the conversation? New viewpoints that tell us stories we’ve never heard allow us to think in unprecedented ways.

This was the question Vimeo set out to answer when they debuted Stories in Place. An invitation to artists and filmmakers to tell the stories of the unsung American hero . . . the small business owner.

Vimeo gave each filmmaker a $5,000 grant and 12 days of production to highlight a small business owner struggling to survive this pandemic. Each featured small business also received a matching donation.

The intended opportunity to promote these small businesses through publicity also served as the perfect example of the new creative renaissance in which we now find ourselves.

Réka Bucsi used stunning animations in her piece to connect viewers with a modest plant shop nestled in the heart of Budapest.

Fleets of graphic designers draw from their local communities to challenge the mindset around the pandemic, displaying innovative ways to spread awareness and education.

These artists are only a part of a much broader community of creators that are finally receiving the recognition they deserve.

With a (literally) captive audience, musicians, writers, photographers, and filmmakers now take center stage, giving companies a bigger box of crayons to color their brands.

Having this expanded range of talent to choose from, brands have new options in the way they communicate and engage with their audience. Why limit ourselves to billboards when we can hire graffiti artists? Why stick to print ads when we can fill newsfeeds with illustrations and animations?

Steering away from “commercial talent” and tapping new sources can also amplify authenticity, which research has shown to be a high-level priority among consumers. In fact, 86% of people favor an authentic brand when deciding which brand to support. Yet another reason to create content that stands out in a crowd.

It’s easy to fall into the same carousel of production talent, but we now live in a time where the rules of marketing no longer exist. How can brands challenge the status quo by incorporating new creatives?

Brand leaders in market innovation have already been doing this to some degree. Whether it’s through sourcing underground talent or gathering font and design inspirations from the four corners of the world, audiences respond to those who color outside the lines.

However, this new movement has done the hard work of sifting through the sand, bringing the diamonds to the top. Talent now comes to our living rooms, and with more time to truly explore.

Which brings brands to a crossroad: Cling to business as usual or dive down the creative rabbit hole.

At A&P, we took the plunge a long time ago, and we welcome you to join us on the journey.