Get All Access for $5/mo

Need to Revamp Your Brand's Messaging? Look at What's Trending In our 'Creative Conversations in Advertising' series, award-winning Creative Director Tescia Deák and Entrepreneur magazine Editor-in-Chief Jason Feifer talk about the power of hijacking cultural trends.

By Mackenzie Truman

Whether she's promoting a consumer brand or raising money for a non-profit, Tescia Deák, Creative Director of BBH USA, says her team finds inspiration in pop culture. "We like to look at things that are trending and ask ourselves how we can hijack that in a way that works for this goal," she explained to Entrepreneur magazine Editor-in-Chief Jason Feifer.

The team at TBWA noticed period dramas were the rage, thanks to Netflix's hit series Bridgerton. So they developed a funny yet powerful campaign called "Period" for their clients at Period.org, a non-profit organization for menstrual equity. It featured European aristocrats dealing with "The Red Plague" and its effects on those who couldn't afford essential sanitary products. The ad didn't just go viral — it inspired other creators to make their period drama-inspired menstruation equity calls to action on TikTok.

"There was such a diverse mix of content from these creators," says Deák. "It was great because they were putting it on their platforms; we could funnel it through our channel and drive people to fundraise, which was our main goal."

Watch the full interview to learn more about how Deak approaches new projects and how you can use similar tactics to tap into your creativity.

Mackenzie Truman

Entrepreneur Staff

Want to be an Entrepreneur Leadership Network contributor? Apply now to join.

More from Creative Conversations in Advertising

The Man Behind the Viral Horse Drawing Meme Talks Advertising

Need to Revamp Your Brand's Messaging? Look at What's Trending

How a Throwaway Joke Became an Award-Winning Ad Campaign

The Key to Effectively Communicating Important Messages Is All About Simplicity

Editor's Pick

Leadership

7 Telltale Signs of a Weak Leader

Whether a bully or a people pleaser who can't tell hard truths, poor leadership takes many forms.

Data & Recovery

Say Hello to the Secure Cloud Storage Alternative Entrepreneurs Need

Secure, scalable, and cost-effective: Internxt is the smarter choice for cloud storage.

Franchise

How Franchising Can Alleviate Entrepreneurial Imposter Syndrome

The franchise model can alleviate entrepreneurial imposter syndrome and provide an alternative path towards professional independence.

Side Hustle

At Age 15, He Used Facebook Marketplace to Start a Side Hustle — Then It Became Something Much Bigger: 'Raised Over $1.6 Million'

Dylan Zajac, now a 21-year-old senior at Babson College, wanted to bridge the digital divide.

Living

70% of Small Business Owners Experience Monthly Burnout. Follow These 3 Rules to Avoid the Same Fate.

Here are three guidelines to help entrepreneurs achieve balance, growth and success in both their professional and personal endeavors.