Create ideas using: Create a Product
Why create a whole new product as a campaign instead of just promoting existing products?
Because a new product is proof of your vision. It shows you're not just selling—you're building toward something. The product becomes a physical manifestation of your brand idea. People get excited because it's tangible, it's real, and they can actually use it. Plus, a weird or unexpected product from a brand gets media coverage. The strangeness is the story. A brand making something they shouldn't be able to make? That's news.
What makes a campaign product actually worth creating versus a gimmick?
It has to solve something or reveal something meaningful about the brand. It can't just exist for shock value—it needs purpose. Maybe it solves a pain point, demonstrates a principle, or tells a story in a way nothing else can. The best campaign products are things people actually want to use or keep. If it's a one-off that goes straight in the trash, you've wasted the opportunity. Make something that proves your values or delivers real value.
Example: How it could look
A creative agency could create an actual product that demonstrates their philosophy: maybe a book of their worst ideas instead of their best ones, to show humility and learning. Or a tool that helps people solve a problem the agency cares about. The product isn't a promotion—it's proof the agency thinks differently. People want it, use it, talk about it. The campaign product becomes an ambassador for the brand philosophy.
Or like this:
Why is Create a Product a great technique?
Create a product campaigns work because tangible things speak louder than messages—they're proof of vision, not just promises.
Proof of vision, not just marketing promises
Creates tangible object people want to keep/use
Generates media coverage through novelty
Demonstrates brand values through creation
The best campaign products aren't weird for weird's sake—they're weird because they come from genuine brand thinking. When you create something real that people actually value, the campaign almost markets itself.
! When not to use the Create a Product Technique
When you're creating something just for shock or novelty with no real purpose. If the product feels hollow or if you can't actually deliver it at scale, it backfires. Also skip it if the product contradicts your actual brand message—people will notice the disconnect and assume it's empty marketing.