Six concepts,
three industries, two ways.
For each industry, two concepts: one that brings the logic over as is, one that reinterprets it. You see right away how much you need to copy and how much to invent.
Faithful
The source industry’s logic, transferred directly: the performance dashboard, the ingredient passport.
Reinterpreted
The same logic, adapted creatively: the health pit stop, the augmented reality lab.
When to use it
- When all your competitors use the same language and you can’t stand out.
- When the category has a problem of trust, understanding or boredom that other industries have already tackled.
- The brief asks you to write down the communication problem: that is where the search for industries starts.
It starts
from a problem.
On top of the brief, Cross-Industry asks for the specific communication problem — “all competitors use the same technical language”. The search for industries starts there, not from the product.
Three distant industries,
and their logic.
For each industry: the communication logic that worked, why it can be transferred, how original it is and how feasible. Here, for veterinary diets: luxury automotive, science-based cosmetics, sustainable fashion. If you pick an industry other than the recommended one, the concepts give it more weight but still cover the others.
Copy well,
or reinvent.
From automotive, a nutritional performance dashboard and a “Pet Grand Prix”; from science-based cosmetics, the ingredient passport and an augmented reality lab; from sustainable fashion, a green balance sheet per serving. Faithful and reinterpreted, side by side.
Where the idea comes from,
in the Methodology tab.
The development states the source industry, the original logic, why to transfer it and what was changed: here the augmented reality that pharma uses to explain how a drug works, brought onto the pack to explain how a diet works.
Alongside, the other tabs of every development: Master Copy, Channels, Art Direction, Execution.
What we took,
what we changed.
On “Science Lab AR”, a reinterpreted concept: first you ask to make the transfer explicit, then you lighten the Instagram post — in the Channels tab.
A question gets an answer and the document stays as it is. A change request touches only the open tab and creates a new version: the earlier ones stay, and you can go back with one click.
Test, production, prototype.
As with every method.
Test →
Every concept and every development in front of the project’s synthetic users, with the test history.
Channel Production →
The Strategic Direction by channel and the content: posts, storyboards, radio spots, out of home.
Prototype →
Mockups by channel on the Brand Kit and the simulated campaign, before you decide.