Behind The Scenes Of “Bad Communication”, The Eye-Opening Campaign

We all want to know the truth. 

But we never want to deal with it. 

Accepting harsh truths is not easy. But it is necessary. 

Especially if you are a startup owner that aims towards growth and development. 

We knew that harsh truths challenge beliefs. We also knew that most tech entrepreneurs don’t believe in advertising. 

It’s common to deal with startup founders who think advertising is shallow, exaggerated, or ineffective. 

In many cases, CEOs believe that having a good product is enough. That functionality and results matter the most. 

But here’s the thing. By focusing only on product engineering and giving little importance to perception engineering, they fail to see the bigger picture and end up doing bad communication. 

Somebody had to open their eyes. We decided to take that role. 

To make startup people aware that they need Perception Engineering, we decided to poke them with a series of ads that reveal the most common brand communication mistakes we encounter in the tech industry. 

From lacking a brand strategy to using too much tech slang, we included all the bad communication examples in a series of ads that resemble a dictionary of mistakes. 

Furthermore, we didn’t want people to feel bad about being bad at communication. 

We’ve all disastrously not mastered something. It’s a truth hard to handle.

Nevertheless, it can lead to transformation with a little bit of support. 

Because going from bad to badass requires just a small step forward. 

And in communication, that step is a Perception Scan, a reality check that reveals how your brand is perceived by consumers. 

Did it work? 

You’ll have to tell us. 

For all we know, we might just be an antihero. Like the Disappointment Panda portrayed by Mark Manson in his book The Subtle Art of Not Giving a F*ck. It may not sound like a desirable hero, but the panda had a great superpower: to tell people naked truths so they come to terms with it and take action. 

And in a way, our thinking behind the campaign feels exactly like that. 

An encouragement to make a change, sprinkled with honesty and humor. 

By Adriana Luca