As a brand how do you become a trusted advisor? It is really about going from the big idea to the big ideal. You need to do something good for your consumers and maybe even for society at large. Lars Bastholm from Ogilvy & Mather addressed this in a very energetic mode taking us through a number of great case examples.

Volkswagen is acting idealistic on people’s behalf when it comes to public health in this video. It’s called ‘Rolighetsteorin’ and the idea is that people might want to exercise more and choose the stairs in the metro if it’s fun.

[DDB in Sweden for Volkswagen.]

Some notes from Lars’ presentation on how to of interact with your consumers.