Anyone who has read the comic Alan Ford will remember the legendary antihero Superciuk, whose modus operandi and street activism ironically reflect the image of contemporary society. Superciuk, this self-proclaimed “fighter against the system,” actually acts in direct contrast to what one would expect from a “good” hero – he steals from the poor to make the rich even richer. He is like the antithesis of Robin Hood, the outlaw from Sherwood Forest.

In a similar vein, but in the digital age, operates the powerful tech sector – its ambitions and ability to accumulate power and wealth know no bounds, while at the same time, in a society of massive social inequalities, the vast majority of people live increasingly difficult lives.

THE PARADOX OF THE SYSTEM

Leading tech companies, such as Google, Apple, and Facebook, not only dominate the market but also shape our everyday lives. Their role in accelerating technological development and creating new economic opportunities is undeniable, but their global influence also brings numerous controversies that cannot be ignored.

Through business practices such as tax avoidance, resource appropriation, manipulation of laws, and data concentration, internet giants achieve extraordinary profits and power. Their methods include monopolistic behavior, acquisition of competitors, favoring their own products and services, and implementing policies that threaten user privacy and security.

The term “Big Tech” generally refers to the five largest American tech companies: Google (Alphabet), Apple, Amazon, Meta (Facebook), and Microsoft. Together, these companies are worth more than $12.6 trillion. The Cupertino giant, Apple alone, with a market value exceeding $3.6 trillion, has more capital than the gross domestic product of the United Kingdom, the sixth-largest economy in the world.

Although the global tech sector generates immense wealth, it is unevenly distributed and threatens the economic balance of modern society. Reports from organizations like Oxfam reveal a concerning picture of reality: in the last four years, the five richest people on the planet, including Elon Musk and Jeff Bezos, have doubled their wealth, while in the same period, as many as five billion people worldwide have become poorer. The owner of Tesla and the world’s richest man recently became the first person whose net worth surpassed $400 billion.

MONOPOLY AND TAXES

Big Tech companies face growing criticism for monopolistic practices, including aggressive takeovers of competitors and market control. For example, Google lost an important antitrust case in the U.S. this year, with the court ruling that the company unlawfully monopolized the internet search and advertising market. The outcome of these decisions could have serious consequences for Google, potentially leading to its breakup or significant changes in its business model to comply with U.S. antitrust regulations. Like Google, Apple has long been under scrutiny for how it manages its digital app stores, abusing its market position to the detriment of developers and users.

One of the most active institutions in the fight against internet giants is the European Commission, which has introduced the Digital Markets Act (DMA), a package of regulations aimed at balancing the market dominance of large tech companies. This law sets rules to prevent monopolistic practices by large firms, enabling smaller competitors to have a fairer access to the market.

Big Tech players often use numerous tax havens to avoid paying taxes in the countries where they earn enormous profits. The policy of redirecting money and profits to tax oases has led to the largest global economies, as reports show, losing at least $32 billion annually in taxes from the five largest tech companies in Silicon Valley.

Based on this experience, an initiative has been proposed for the introduction of a global minimum tax of 15% for internet giants, requiring these large corporations to pay taxes not only in the countries where they are registered but also in the countries where they generate revenues.

FAKE NEWS

In addition to market dominance, Big Tech companies have been accused of spreading misinformation. Social media algorithms often favor sensationalist content that polarizes the public, including the spread of fake news. Platforms like Twitter (now X) have faced criticism for their role in political manipulation and spreading conspiracy theories. In an attempt to address this issue, tech companies have formed an industry alliance to develop tools that detect and remove manipulative content, such as “deepfake” videos and false information.

Tech giants have also been increasingly criticized for poor working conditions for employees, particularly those in positions that do not require specialized skills. On the other hand, the CEOs of these companies enjoy enormous salaries and bonuses, creating a contradiction in relation to working conditions at lower levels. This pay gap raises concerns about business ethics and corporate social responsibility. For example, in the U.S. in 2023, the average salary of executives was 340 times higher than that of ordinary workers, an imbalance not seen in modern history.

Large internet giants, which support initiatives for diversity and gender equality, have faced criticism for promoting and effectively imposing “woke” and “cancel” cultures. Due to their content moderation policies and enforcement of “mainstream” discourse in the digital and media sphere, they have been accused of censorship and suppressing free speech. These practices, which include the exclusion of individuals or organizations for disagreeing with liberal norms, raise questions about freedom of speech and the impact these companies have on social dialogue.

The digital industry is increasingly facing challenges related to the development of artificial intelligence, including legal, security, and energy concerns. Large tech companies are rapidly expanding the use of AI, which surpasses existing regulations. Experts emphasize the need for a more responsible approach to ensure that AI truly benefits society, while balancing progress with sustainability.

FICTION IS REALITY

And to return to the beginning. The paradoxical principle of our hero Superciuk from the opening parts of this text represents a key satire in the Alan Ford comic, as he – despite being acutely aware of social and economic injustices – ironically supports and reinforces the status quo, making the system even more unjust.

Although in the comic, Superciuk’s fight is comedic and surreal, it actually reflects a real dynamic in which the rich and powerful use the system to deepen inequality and maintain the system that helps them become even more powerful, influential, and wealthy. In the real world, therefore, the major tech giants hold a prominent place in preserving this hyper-connected, post-industrial order based on (global) injustice.

To reduce the negative impact of Big Tech companies, serious legislative and regulatory reforms are needed. A few years ago, the U.S. Congress attempted to “discipline” the largest tech giants by holding public hearings with their CEOs and owners, accusing them of abusing their power and market influence. The result? Four years later, the five largest tech companies in the U.S. have doubled their wealth, and aside from sporadic attempts to regulate their business practices, nothing significant has changed.

Therefore, states and supranational organizations must make greater efforts to reduce the power of large corporations and ensure a fairer distribution of wealth. Additionally, supporting small businesses and developing decentralized technologies can help reduce the dominance of large digital players. Educating users about their rights can also play an important role in creating a fairer society and a more sustainable global economy.

With just ten weeks from pitch to final edit, our mission was clear: to showcase a revolutionary smartwatch that makes everyday people more mobile, healthy, and active—presented in a simple and fun way.

We knew this campaign had to resonate globally, so we brainstormed not one, but four “genius” ad concepts. We crafted eight different scenarios, developed characters, and wove their stories to subtly highlight the product’s benefits. Our goal was to create an ad that everyone, from Americans to Spaniards, and maybe even the Chinese, would understand and remember 😊. After all, why create a commercial if it’s not going to be the best one ever?

But as often happens, creative ambitions met business realities. We had to adapt, refining some ideas and letting go of others. In the end, we landed the pitch and celebrated, excited to bring our vision to life.

However, the final ad wasn’t exactly what we pitched. The client made several business decisions that changed the original concept. So, we tweaked each scene to better highlight the product—no problem. We stayed motivated to deliver our best.

One of the biggest challenges was understanding the visual language and sense of humor across different cultures. We had to strike the right balance—delivering the message without being too obvious.

While our initial goal was to create a memorable ad for the European Football Championship, the reality was that we produced a high-quality commercial in record time. It reached the target audience, but it wasn’t festival material.

From the first pitch to the final video, we navigated countless scenarios and daily script iterations. This pace was necessary to meet the client’s demands, and we were committed to seeing the project through.

In the end, the most important thing was the client’s satisfaction. In a short time, they received a finished TV commercial, several shorter videos for social media, and a series of lifestyle photos. The campaign, originally in English and dubbed into four other languages, is now airing on sports channels in Germany, France, Spain, and Italy, with more markets to follow during the Paris Olympics.

The entire Amazfit international team was delighted with our quick, efficient creative and production work, and the seamless organization of the entire project.

As a team, we learned a lot. Working with an international crew gave us a unique perspective on how different cultures perceive humor, film, and even the English language 😊. This experience allowed us to create content that resonates across diverse cultural contexts.

Given the circumstances, we’re proud to have met the client’s expectations and successfully showcased a smartwatch with integrated AI as a must-have companion for urban life.

In addition to the many creative projects we undertake for our clients, we finally took some time to focus on our brand!

We’ve completely redesigned the M2C website.

Our goal was to better showcase the values that have shaped the M2C story, as well as to highlight the increasingly complex and challenging projects we’ve taken on. This new design, along with updated content, structure, and functionality, is a reflection of our growth.

At M2C, challenges drive us. We’re motivated to tackle tasks we’ve never done before, push our own boundaries, and set new standards in campaign conceptualization and event execution. This mindset is what guided our approach to the new site.

Our brand, and the culture behind it, is embodied in every aspect of the site. It’s inspired, bold, and a little provocative. But amidst the serious process of creation and growth, we never forget to play! Despite the demands, changes, and expectations, we remain committed to enjoying the process.

Looking back, we realize that we approach our projects and partnerships with the same enthusiasm. We foster curiosity, and communication, and encourage each team member to contribute their unique character and values to our story.

The site, beyond showcasing our projects and services, is designed to convey the essence of the M2C brand—what the industry and our collaborators recognize us for. It also offers a glimpse into our team’s personality, so clients can get a sense of who they’ll be working with.

Additionally, the site features a blog where we share our insights and experiences in experience design. Here, we present new trends, our thoughts, and analyses of key events and phenomena in the world of experiential marketing.

But enough talk—this is just a nudge to look at the pages and see if we’ve succeeded in our mission. 🙂

In a time when the world is captivated by “immersive” experiences, it’s easy to forget the importance of staying authentic—true and honest in what we say and do, including for brands. Everyone strives to stand out and create something special, but in today’s vast landscape of possibilities and the extensive portfolio of experiences that brands use to bring their stories to life, claiming the top spot is challenging. Instead of focusing on being “the first,” content must be “real,” ensuring that technology enhances rather than detracts from the experience. The experiences created should genuinely reflect humanity and its perception of the world, aligned with the brand’s philosophy and vision.

This raises the crucial question that should be asked before beginning any creative concept:

How immersive can it be, while still being “real”?

With the rapid advancement of media and technology in the internet era, the approach to consumers had to evolve. Brand messages now come from everywhere, at all times. It’s difficult to process them, and even harder to create campaigns that “truly say” something. As a result, brands have realized that storytelling must evolve into something more—a narrative that places a real person, their emotions, and the values they believe in, both alongside and in front of the brand. Brands started offering “value” beyond products and services, thus connecting with people on a deeper level. In a word, they began embracing “Storydoing.”

“Storydoing” is a marketing strategy adopted by many brands. Rather than merely communicating through advertisements and marketing messages, they focus on ensuring that every consumer interaction reinforces and reflects the core values and narratives of the brand. They strive to actively involve consumers in the story they’ve crafted. The audience becomes a part of the experience, collaborating with the brand to create something entirely new. This involvement fosters a stronger relationship with the brand, as consumers are engaged not just physically, but emotionally.

The term “Storydoing” was popularized by Ty Montague, co-founder of the agency Co:, in his book True Story: How to Combine Story and Action to Transform Your Business, where he emphasizes the importance of aligning a brand’s actions and experiences with its narrative and purpose.

Early examples of “Storydoing” include brands that translated their values and narratives into actions and experiences, becoming recognized for their authenticity and societal impact.

A pioneer of storydoing is the outdoor clothing and gear brand Patagonia. For decades, this American brand has been dedicated to environmental protection through its campaigns. Through the initiative “1% for the Planet,” the company donates 1% of its revenue to environmental conservation efforts. Another well-known campaign by Patagonia is “Don’t Buy This Jacket,” which encourages people to reduce consumption and conserve natural resources.

Coca-Cola is famous for its campaigns that connect emotionally with consumers through compelling stories. Recently, they took this a step further with the “Every Bottle Back” campaign. As part of this initiative, Coca-Cola committed to reducing plastic bottle usage and increasing recycling. Recognizing that the brand is one of the largest producers of plastic bottles, they have taken concrete steps to address environmental concerns. While the campaign may have its controversies, it’s a positive move toward addressing the issue, especially given the company’s significant impact on global pollution.

Perhaps the most recognizable global storydoing campaign is the famous “Share a Coke.” This campaign brought the brand into the personal space of consumers by replacing the Coca-Cola logo with popular names and terms like “friends,” “mom,” and “dad,” creating a space where consumers could craft their own stories with a beloved brand. The idea was to make the act of sharing a drink a special experience, with the brand becoming a “device” through which someone could give special attention and significance. In this way, Coca-Cola transformed drinking a beverage with loved ones into a personal, special, and meaningful experience—something that is often taken for granted.

Today, many successful brands use storydoing as a fundamental marketing strategy. They create dynamic experiences that immerse consumers in the brand’s narrative. Storydoing is becoming increasingly important as people seek more than just products—storydoing allows them to experience the brand’s values and message firsthand. The goal is to create unforgettable experiences that evoke positive emotions, build brand loyalty, and foster a sense of belonging.

However, brands have not stopped there. People don’t just want brands that tell stories—they want brands that act in line with their values. Consumers seek brands that allow them to practically express their opinions, life philosophy, and values.

Storyliving extends the concept of storytelling into the entire consumer lifestyle. It involves crafting a consistent and cohesive brand narrative across various touchpoints and channels, both online and offline. Brands employing this principle aim to integrate their story into consumers’ lives, ensuring their presence throughout the consumer’s journey. This can include creating engaging content, leveraging social media, developing personalized experiences, and aligning the brand message with consumers’ lifestyles and aspirations.

In recent years, more and more examples of quality storyliving have emerged, though the “best” concepts can be subjective and vary based on individual preferences and industry trends. A notable example of storyliving is the “Immersive Experience” based on the Westworld series.

At this 2017 event, visitors could interact with actors, participate in storylines, and explore meticulously designed sets. The line between fiction and reality was blurred, allowing participants to fully immerse themselves in a captivating narrative.

Recognizing the potential of Storyliving, we at M2C have been working for years to incorporate it into our collaborations with certain brands—where it truly makes sense and where both the client and the consumer can derive the most value.

One such project was a digital campaign for the CUPRA brand. The goal was to create a strong positive first impression of the brand and present the CUPRA FORMENTOR as a distinctly different choice in the automotive market. In this digital campaign, we combined brand values with a pervasive experience, aiming to embed these values into the lifestyles of those participating in the campaign.

The CUPRA HERO online campaign is centered around an interactive video, an innovative form of digital communication complemented by influencer activities, social media engagement, and Google ads. The campaign culminated in a unique event we organized for the digital participants—a real-life test drive of the CUPRA FORMENTOR.

CUPRA HERO is a story about the heroes within each of us, those who make a meaningful impact on others and their community through small, everyday actions.

The heroes of the CUPRA event and campaign are embodied in Parkourist characters. These enthusiasts of alternative urban movement encapsulate all the values that the CUPRA brand stands for. The willingness to find the most unexpected way to get from point A to point B is the essence of what defines a true CUPRA driver. Before the start of the video, each participant selects their hero, who represents one of FORMENTOR’s superior characteristics: speed, strength, or responsiveness. In this way, CUPRA infused the excitement that all of its vehicles bring to their owners, especially the FORMENTOR.

It’s clear that marketing concepts can create memorable and engaging experiences by immersing participants in a carefully crafted narrative world. However, just as with mass consumption, the mass production of concepts often leads to missed opportunities. Brands frequently attempt to apply storydoing but rarely “hit the mark.” This often happens because they neglect to focus on substance before form when developing a new campaign or concept.

Another challenge is working with creative agencies that sometimes struggle to capture the brand’s essence and the founder’s vision when crafting and developing concepts.

Brands that become and remain significant always return to their “core essence”—why they exist and what they stand for. Through their storydoing and storyliving activities, these brands consistently implement their values and vision from start to finish. Along the way, they involve people who become central to the “story,” adding value to the entire campaign and completing it through their participation.

Leading global corporations, in their quest to achieve digital marketing goals, are increasingly using interactive video as a new form of creative engagement with their consumers and users. Interactive video represents a special type of digital video that supports a unique capability for viewer interaction, allowing the viewer to influence the content they are watching in real-time. This medium provides an immediate user experience and is equally exciting for viewers as it is for the marketers and experts who designed and executed it.

Regardless of whether users are viewing content on a computer, tablet, or mobile phone, interactive video enables them to interact with and influence the video content through various tools. Several different functions can be integrated into interactive videos, with some of the most commonly used being the option to choose how the video continues, the ability to view a 360° panoramic video, personalization of the content displayed on the screen, and answering predefined quiz questions, among others. An important element is also the selection of characters (heroes) who possess specific skills and advantages over other characters in the video.

Given that consumers in interactive videos “navigate” the digital space similarly to video games—often from a “first-person” or “third-person” perspective—they have the opportunity to click on so-called hotspots to explore content, move and drag elements in space, and initiate various digital actions to directly interact with what the video offers.

One of the fundamental classifications of interactive videos is based on linear and multiple choice/multiple ending navigation through the content. In a linear video, the user progresses by selecting answers to questions until reaching one single, predetermined end of the video. On the other hand, a multiple choice interactive video guides the participant down different paths depending on their answers, and the combination of all responses ultimately creates a unique experience and ending that differs based on the answers previously chosen by the user.

Recently, M2Communications designed and implemented the first interactive video digital campaign in the region for Porsche SCG and the automotive brand CUPRA. The key medium of the campaign was the microsite cuprahero.rs, which featured an interactive video competition based on the convergence of gaming and video technology. It was aimed at promoting the innovative CUPRA Formentor SUV coupe.

With the striking slogan “For all the brave who choose a different path,” this interactive adventure aimed to provide players with a fun and engaging way to select characteristics defining the unique CUPRA DNA—speed, agility, or power—and to make the right choices to reach their goal in record time. Users competed for attractive prizes, with several of the fastest winning test drives of the CUPRA Formentor with a professional driver.

The story accompanying the interactive video also highlights certain values that each individual should nurture in their life, regardless of their circumstances. Sometimes, the fastest route and shortcuts are not the best path. Thus, the CUPRA Hero story is intended for those everyday heroes, ordinary people who act in accordance with their own code and true values and know how to choose their path.

From a marketing perspective, the tools used in designing interactive video content provide a more enjoyable and engaging user experience that captures and retains viewers’ attention. In a short time, this new digital medium has become a widely used marketing tool, and recent data from a study by Spiel Creative shows that nearly 90% of surveyed marketing professionals noticed an increase in their online sales after incorporating interactive video, while over 85% said they would create more interactive video content in the future. Therefore, it is reasonable to consider that a significant perspective in online advertising lies in so-called video content marketing.

Interactive video records are becoming one of the most effective marketing tools that can enhance consumer engagement and revitalize brand-user relationships. Considering the trends, it is highly likely that the strengthening of these digital media contents will be significantly noticeable in the future.