How Discomfort Can Be a Creative Catalyst
Insights from Jeremy Page, EVP, Global Director of Creative
TL;DR: In today's crowded and competitive landscape, brands that embrace discomfort and break free from traditional norms can achieve standout creativity. Moving away from polished visuals and safe narratives, bold campaigns that highlight uncomfortable truths resonate more deeply with audiences, while brands that prioritize comfort risk losing relevance. Discomfort fosters innovation, and by leaning into it, brands can differentiate themselves and create meaningful connections.
One of our long-standing mantras at KWT Global is “comfort is the enemy of progress,” and for good reason— it holds true across nearly all areas of life, creative included.
Today, we’re seeing the best creative push boundaries and break past comfort zones, moving from refined models, sanitized filters and picture-perfect placement to challenging art, stunning renders and inspiring partnerships.
In an increasingly crowded and competitive space, brands that embrace discomfort and challenge their norms are positioned to create standout work that resonates deeply. That said, let’s explore the ways in which brands are breaking barriers and discover how exactly to tap into discomfort for new breakthroughs.
The state of play
No longer dominated by pristine visuals and polished narratives, some of the most successful and memorable campaigns of today dare to highlight uncomfortable truths and take risks.
Brands like Pepsi, Heineken and Adidas have moved away from tried-and-true marketing to tap into more raw, real and unconventional ideas. On social, brands like Duolingo, Drumstick and Scrub Daddy have thrown out traditional playbooks in favor of more “unhinged” content that resonates with target audiences; as a bonus, this approach tends to be time- and cost-efficient compared to highly produced content.
At Cannes this year, award-winning work showcased the trend of embracing discomfort. Insights that delved into uncomfortable truths—sometimes humorous, sometimes poignant—connected powerfully with audiences. For example, Specsavers put a clever spin on Rick Astley’s “Never Gonna Give You Up” to raise awareness for hearing loss, Mastercard launched an innovative tool to support Ukrainian businesses in Poland amid rising tensions, Pedigree unveiled AI to transform basic shelter dog photos into high-quality studio images to boost adoption rates and WhatsApp produced a documentary that told the story of the Afghan Youth Women's National Football Team and their escape after the Taliban took power. Ultimately, the willingness to confront these truths distinguishes leaders from followers.
Conversely, when brands prioritize comfort and safety over authenticity and disruption, they run the risk of losing relevance. According to the Kantar BrandZ World’s Most Valuable Brands Report, the world’s 100 most valuable global brands lost 20% of their value in 2023. Some of these slips can be attributed to big brands being complacent with branding and marketing, resting on their laurels while smaller, hungrier brands push the envelope. In other cases, bureaucratic red tape at larger organizations can stifle innovation for the sake of “playing it safe.”
Getting comfortable with being uncomfortable
The challenge is no longer to avoid discomfort, but to harness it; discomfort forces a deeper understanding of identity, both for brands and creators. Often, identifying what you aren’t can be just as powerful as understanding what you are. Brands need to be willing to explore this tension, asking hard questions about their purpose, values and how they are perceived.
Embarking on this journey can involve several strategies:
Reevaluate previously held beliefs: Start by reexamining core assumptions about your brand. What has traditionally been "off-limits" for messaging? What truths or misconceptions about your audience might you be overlooking?
Challenge conventional norms: Disruption often begins by questioning industry norms. This might mean embracing unpopular opinions, highlighting underrepresented stories or taking risks that challenge societal conventions—all while maintaining a connection to the brand's values.
Tackle difficult subjects: Addressing challenging topics—social issues, cultural tensions or even brand flaws—can offer a powerful way to connect authentically with audiences. By doing so, brands can cultivate trust and respect, showing they’re not afraid to take a stand or acknowledge imperfections.
Experiment with unfamiliar formats: Trying new content formats or unconventional mediums can successfully capture attention spans. Whether it’s engaging with audiences through experimental art, live activations or interactive storytelling, exploring new formats can shift perspectives and bring fresh energy to the brand narrative.
Incremental change and strategic risk-taking: Expanding horizons doesn’t mean throwing caution to the wind. Brands can move forward in stages, testing the waters with controlled risks. For example, instead of overhauling a campaign, they can run smaller experimental initiatives to gauge audience reaction and refine the approach. This iterative process allows brands to push boundaries without losing sight of their core identity.
All in all, getting comfortable with being uncomfortable is an ongoing process that requires equal parts patience and punchiness.
Rising to the occasion
Discomfort, when embraced, can be a powerful force for growth and creativity. By leaning into it, brands can unlock new dimensions that not only differentiate them from competitors but also foster deeper connections with their audience.
Because, at the end of the day, it’s not about making everyone comfortable—it's about moving people in unexpected and meaningful ways.
To learn how KWT guides brands out of comfort zones to make waves, explore our creative services here.