BAMM

With all the discourse around the controversial Oscar-nominated film Emilia Perez, it feels poignant to emphasize the importance of cultural understanding and what we do at BAMM. We help brands understand people deeply; we enter their homes, we ask intimate questions, and we pull all our observations into a strategic, creative output. Without this understanding, brands risk stereotyping and minimizing their consumers to a simple attribute, a general idea. Don't make your next campaign an Emilia Perez; do some human-centered research first. https://lnkd.in/ewi4seTj

Everything today needs a number. People crave a rating, ranking, a numerical value to compare against others. The latest health-centered quantification is now looking at our blood. Companies like Thriva and InsideTracker take consumers' blood and provide personalized health advice based on those results and self-disclosed lifestyle information. As technology evolves and is more accessible to consumers, the Quantified Self looks less human and more numerical. Will there be a limit? Or will something like Neuralink be a reasonable next step in a few years? Read more about InsideTracker here: https://lnkd.in/edsyvNcy

As AI fear dominates public discourse, Coca-Cola's Superbowl commercial reassures us that we're going to be just fine. Switching between 2025 and 1975, they call out similarities between the impact computers had on everyday life and how AI will eventually integrate into our lives, along with some seriously vintage soda placements - anyone fancy a TaB? Coca-Cola reminds us that not all innovation is bad and scary. Even as the world changes, you'll still be able to get Coca-Cola in a bottle then, now, and always. https://lnkd.in/eQHjcwSV

Food has always been a marker of one’s cultural identity and geography. This recent ice cream flavour from Graeter’s Ice Cream and Skyline Chili does just that. “Skyline Spice” combines French pot ice cream with Skyline’ signature chili spice mix and oyster crackers to create a sweet, savory, and wholly unique flavour. What’s the UK equivalent? Anyone up for fish and chips flavoured ice cream? Read more here: https://lnkd.in/erSk-5Nr

Our New York home just got a color injection! 🎨🖌️ We want to share our new BAMM mural, ideated and beautifully crafted by local artist Panchita Maldonado. This piece is an expression of our creative and fearless brand identity: BAMM is where empathy rules. Where documentaries and debriefs are of equal impact. Where big and thick data act as one. Where photojournalism subverts AI. Where age-old wisdom and fresh perspectives are never at odds.

The Averaging Effect: How AI Models Could Flatten Our Cultural Landscape - LLMs operating on large data sets favour common patterns over rare ones. This means that over time our culture and cultural output could become blander, more homogenised and more representative of ‘common’ views. Some great food for thought in this article. More below: https://lnkd.in/eZM8qCji

The rise of “vibes” as a cultural catchall reflects a generational shift in how we think about the world. From political campaigns to pop culture, vibes now serve as a semi-ironic shorthand for navigating our likes and dislikes—without committing to a strong point of view. This ephemeral way of thinking about the world is a big watch out for brands, where standing boldly for one single thing has been the name of the game for decades. More below: https://lnkd.in/gbNqFFQe

Revisiting some of my top highlights from last year - creating impact for a retailer in the US by developing strategies to leverage brand superfans. #mrx #impact

ICYMI: Georgie Jeffries wrote this piece looking at Joy in South Africa, using the Delicious Festival as a starting point. Keen to learn more about Joy and what it means for your brand? Drop us a DM! [Link → https://lnkd.in/erypGTKK]

Revisiting some of our highlights from 2024. Creating impact for a global drinks manufacturer by helping them future proof against an ultra fragmented category. #mrx #impact