In the dynamic world of branding and advertising, design fiction is emerging as a revolutionary tool. This innovative and still nascent approach, blending elements of fiction and design, invites brands to envision and discuss potential futures through speculative narratives and prototypes. Unlike traditional advertising methods design fiction does not predict the future; instead, it harnesses our imagination to explore and understand the possible social, commercial, and cultural impacts ahead. This methodology is particularly interesting when brands apply this approach to sustainability and social impact to go beyond conventional advertising limits and devise strategies aligned with their broader brand aspirations.
The Concept and Power of Design Fiction
At the heart of design fiction lies its capacity to conjure thought-provoking what if scenarios. These narratives are crucial to our understanding of the implications of today's actions on tomorrow’s landscape, especially in a world as intricate, fast-paced and brimming with information as ours. We can use design fiction to contemplate and better equip ourselves for what lies ahead.
By imagining a world where every consumer choice promotes environmental well-being, design fiction allows brands to craft stories that are both engaging and serve as blueprints for a greener tomorrow. This alignment of brand identity with sustainable narratives fosters a community of like-minded consumers and creates a strong brand loyalty rooted in environmental consciousness.
The power of design fiction in sustainability was vividly showcased in Greenpeace’s campaign within the virtual world of Grand Theft Auto (GTA). By portraying potential climate catastrophes within the game’s universe, the campaign highlighted how design fiction could effectively communicate critical sustainability messages in an engaging and profound manner. This approach emphasized the urgency of environmental issues and demonstrated design fiction’s potential to revolutionize traditional advertising methods.
Fostering Stakeholder Engagement and Dialogue
Beyond its usefulness in crafting narratives, design fiction enables us to tailor prototypes to our clients’ objectives. Organizations charged with preparing for the future are likely to fall victim to cognitive biases, i.e., entrenched thought patterns and ingrained methodologies that inadvertently shape our perspectives. To help overcome such limitations, brands can inject fictional external elements into their planning to reshuffle the deck, deconstruct their thought patterns, and enrich their thinking.
When we engage stakeholders in speculative scenarios, we extend the conversation beyond traditional advertising boundaries to nurture deeper community connections and foster a unified vision for a sustainable future among consumers, investors, and social communities. This collaborative approach positions brands as visionary leaders.
Design fiction offers the flexibility to challenge established norms and biases, particularly in tackling complex scenarios. By customizing narratives to resonate with various demographics, brands can convey the importance and relevance of their products or services in compelling ways. Whether through scenarios, videos or fictional drawings, this method enables us to understand all the forces and issues at play in the imagined future world. For advertisers, producing this type of scenario is a fantastic opportunity that enables them to discuss the relevance of an imagined device or service, identify the obstacles and benefits, and pinpoint areas for improvement.
This iterative process enables brands to engage diverse audiences, gather immediate feedback, and align brand initiatives with market preferences and expectations. By anticipating the future in this way, brands can ensure that these strategies, when materialized in the real world, are primed for success.
Virtual Experimentation and Strategy Refinement
Companies who apply a design fiction approach can imagine their business in the years ahead to plan, prepare, and adapt better than their competitor. By imagining a future, 10, 15 or 30 years from now, companies can let go of the constraints of today and ask, “If a social phenomenon, a technology, or an idea could revolutionize the market over the next decade, what would it be? What would a world where this transformation actually took place look like? What new needs might this transformation generate? How could we adapt or renew our products or services to meet these emerging needs? How should we communicate to promote this new product or service to reach this new target audience?”
The Greenpeace campaign in GTA exemplifies how imaginative narratives can make complex issues like climate change more urgent and relatable. This advertising approach transcends product promotion; it ignites change and propels movements toward a sustainable world.
The Transformative Role of Design Fiction in Advertising
By embracing this innovative approach, brands not only redefine their role in the market but also significantly contribute shaping the future through innovation, growth, and a more engaged society.
That is our vision at dentsu X: going beyond the conventions of today to create experiences that pave the way for a better tomorrow.
For more wisdom and insights from other dentsu X leaders worldwide, download our report ahead 2024: branding beyond impact.
