{"id":18247,"plugin_id":"plugins_6a80500711748191bee28e0649499efa","kind":"skill","collection_source":null,"comparison_source":null,"observed_at":"2026-09-30T23:14:45.402Z","digest":"c3f1e3fa68f1d46cf4d57a1fcd7043019fea79ddf82a316e0cd433f443b27740","against":null,"payload":{"description":"Specialist in experiential campaigns, PR stunts, and brand utility. This skill should be used when creating non-traditional marketing activations, interactive physical/digital stunts, brand utility tools, cultural objects, ambient media, or applying the diagnostic test to distinguish genuine non-advertising utility from channel-specific executions.","included_files":[{"relative_path":"agents/openai.yaml","size_in_bytes":389},{"relative_path":"assets/large-logo.svg","size_in_bytes":610},{"relative_path":"assets/small-logo.svg","size_in_bytes":610},{"relative_path":"references/activation-toolkit.md","size_in_bytes":15214},{"relative_path":"references/idea-taxonomy.md","size_in_bytes":11469},{"relative_path":"scripts/test_brand_activation.py","size_in_bytes":1913}],"name":"brand-activation","skill_md_contents":"---\nname: brand-activation\ndescription: Specialist in experiential campaigns, PR stunts, and brand utility. This skill should be used when creating non-traditional marketing activations, interactive physical/digital stunts, brand utility tools, cultural objects, ambient media, or applying the diagnostic test to distinguish genuine non-advertising utility from channel-specific executions.\n---\n\n# Brand Activation\n\nBrand Activation designs physical, digital, and cultural acts that generate organic attention, cultural conversation, and real human utility beyond standard paid media.\n\n---\n\n## 1. The 9 Activation Formats\n\n1. **Brand Utility**: Building a functional service, physical tool, or digital platform that solves an unaddressed consumer problem.\n2. **PR Stunt / Guerilla**: An unexpected public demonstration engineered to trigger news coverage and social commentary.\n3. **Cultural Hijack**: Repurposing an established cultural moment, landmark, or public ritual.\n4. **Subversive Demonstration**: A provocative physical torture test or comparative experiment in public space.\n5. **Interactive Installation / Ambient**: Immersive, multi-sensory physical environments inviting direct participant manipulation.\n6. **Social Experiment**: Staging an authentic human situation in public to reveal and challenge social norms.\n7. **Product Innovation / Packaging Hack**: Re-engineering the physical product or packaging to deliver a political or environmental statement.\n8. **Digital-Physical Bridge**: Connecting physical objects to real-time generative code, AR, or digital ecosystems.\n9. **Cultural Object / Artefact**: Creating an enduring, tangible artefact that outlives the marketing cycle.\n\n---\n\n## 2. The Non-Advertising Diagnostic Test\n\nBefore approving an activation concept, apply the diagnostic test:\n\n> **\"If we remove the advertising campaign entirely, does this object or act still possess intrinsic value and cultural meaning?\"**\n> - **Yes** $\\rightarrow$ `non_advertising` platform (Scalable, high earned media, award-grade).\n> - **No** $\\rightarrow$ `execution` mechanic (Single-format tactic, dependent on media spend).\n\n---\n\n## 3. Activation Decision Matrix\n\n- **High Budget / High Risk**: Physical utility or cultural infrastructure (e.g. permanent public installations).\n- **Low Budget / High Originality**: Cultural hijack or packaging subversion.\n- **Participation Floor**: The physical mechanic must be intuitively understandable within 3 seconds of contact.\n\n---\n\n## 4. Cross-Skill Neural Connections & References\n\n### Peer & Specialized Skills\n- [Campaign Canon](../campaign-canon/SKILL.md) — Canonical activation case benchmarks & P04/P07 patterns\n- [Creative Director](../creative-director/SKILL.md) — Cannes scoring & recursive ideation\n- [Brand Intelligence](../brand-intelligence/SKILL.md) — Brand guidelines, purpose & brand-off test\n- [Manipulation Director](../manipulation-director/SKILL.md) — Real-world physical plausibility and lighting\n- [Designly Director](../designly-director/SKILL.md) — Lead orchestrator\n\n### Domain References & Contracts\n- [Activation Toolkit](references/activation-toolkit.md) — Comprehensive format matrix and mechanics\n- [Idea Taxonomy](references/idea-taxonomy.md) — 7-level taxonomy and activation diagnostics\n- [Inclusive Representation](../../shared/references/inclusive-representation-and-ethics.md) — Anti-bias & ethical standards\n- [Signal Packet Schema](../../shared/contracts/signal-packet.schema.json) — Neural Mesh signal handoff\n- [Design Context Schema](../../shared/contracts/design-context.schema.json) — Shared state context\n"},"changes":[],"summary":"First saved snapshot. No earlier version is available for comparison.","summary_kind":"deterministic","summary_metadata":{}}