Create ideas using: Create Fantasy Worlds, People and Things
Why create fantasy instead of showing reality?
Because fantasy gives you permission to be completely honest about desires. Reality advertising tries to be aspirational but has to stay believable. Fantasy doesn't. You can show the world as people wish it was—where problems are solved dramatically, where the brand is magic, where everything is beautiful. People know it's not real, but they love visiting that world. It becomes the escape the brand offers. Plus, fantasy sticks in memory way longer than realistic ads.
How do I make fantasy feel meaningful instead of just random weirdness?
Root it in something real about what people want. The fantasy should reveal something about the brand's promise. A cleaning product creating a fantasy world of cleanliness and peace—that's not random, that's revealing what clean actually feels like. A car brand creating a fantasy world of freedom and endless possibilities—that connects to why people want cars. The fantasy isn't the point; what it reveals about the brand's promise is the point.
Example: How it could look
A cosmetics brand could create a fantasy world where people's confidence is literally visible—it glows, it radiates, it transforms everything around them. Show characters in this world feeling powerful, seen, beautiful. The fantasy isn't literal, but it reveals what the brand is actually offering: the feeling of confidence. People watch because the world is beautiful and magical, but they remember because the fantasy shows what wearing the product makes them feel.
Or like this:
Why is Create Fantasy Worlds, People and Things a great technique?
Fantasy campaigns work because they give permission for honesty—showing desires, dreams, and brand promises in their purest form without the limits of reality.
Reveals pure brand promise without reality constraints
Creates escapism people want to enter
Makes emotional benefits visible and tangible
Sticks in memory through beauty and wonder
The best brand fantasies don't feel random—they feel like the world the brand's promise creates. When you show people what it would look like to fully experience what you offer, that vision becomes irresistible.
! When not to use the Create Fantasy Worlds, People and Things Technique
When the fantasy has no connection to the actual brand promise or what the product delivers. If you create a beautiful fantasy world but it has nothing to do with your brand, you've wasted the investment. Also skip it if people can't see how the fantasy connects to real life—the fantasy should illuminate the brand's actual value, not distract from it.
Technique first described by www.deckofbrilliance.com