{"id":14141,"date":"2025-05-12T03:37:15","date_gmt":"2025-05-12T07:37:15","guid":{"rendered":"https:\/\/cba-design.com\/united-states\/?p=14141"},"modified":"2025-05-12T08:43:47","modified_gmt":"2025-05-12T12:43:47","slug":"playful-extravaganza","status":"publish","type":"post","link":"https:\/\/cba-design.com\/united-states\/news\/playful-extravaganza\/","title":{"rendered":"Playful Extravaganza"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"14141\" class=\"elementor elementor-14141\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-d9a8494 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"d9a8494\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-b9000ac\" data-id=\"b9000ac\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-f94d54c elementor-widget elementor-widget-text-editor\" data-id=\"f94d54c\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span class=\"TextRun SCXW143913653 BCX4\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW143913653 BCX4\" data-ccp-parastyle=\"Normal (Web)\">Remember the last time you scrolled through TikTok and saw a brand collaboration so bizarre it made you laugh <\/span><span class=\"NormalTextRun SCXW143913653 BCX4\" data-ccp-parastyle=\"Normal (Web)\">out loud<\/span><span class=\"NormalTextRun SCXW143913653 BCX4\" data-ccp-parastyle=\"Normal (Web)\">? <\/span><span class=\"NormalTextRun SCXW143913653 BCX4\" data-ccp-parastyle=\"Normal (Web)\">Maybe it<\/span><span class=\"NormalTextRun SCXW143913653 BCX4\" data-ccp-parastyle=\"Normal (Web)\"> was pickle-flavored soda, or a luxury fashion house selling Crocs encrusted with\u2026 <\/span><\/span><span class=\"TextRun SCXW143913653 BCX4\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW143913653 BCX4\" data-ccp-charstyle=\"Emphasis\">something<\/span><\/span><span class=\"TextRun SCXW143913653 BCX4\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW143913653 BCX4\" data-ccp-parastyle=\"Normal (Web)\">. Welcome to the era of the Playful Extravaganza, where brands are ditching the predictable and embracing the absurd to capture our fleeting attention. <\/span><\/span><\/p><h3><strong><span class=\"TextRun SCXW143913653 BCX4\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW143913653 BCX4\" data-ccp-parastyle=\"Normal (Web)\">But is this just fleeting fun, or is something deeper at play?<\/span><\/span><span class=\"EOP SCXW143913653 BCX4\" data-ccp-props=\"{&quot;134233117&quot;:true,&quot;134233118&quot;:true,&quot;335551550&quot;:6,&quot;335551620&quot;:6}\">\u00a0<\/span><\/strong><\/h3>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d2c5080 elementor-widget elementor-widget-heading\" data-id=\"d2c5080\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-heading-title elementor-size-default\">\/ From mundane to merriment: defining the Playful Extravaganza <\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-242d14b elementor-widget elementor-widget-text-editor\" data-id=\"242d14b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span class=\"TextRun SCXW78869080 BCX4\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW78869080 BCX4\" data-ccp-parastyle=\"Normal (Web)\">In today&#8217;s attention economy, brands are battling for relevance. <a href=\"https:\/\/cba-design.com\/pulse-2025-design-insights-for-positive-transformation\/\">CBA&#8217;s Pulse 2025<\/a> report reveals a powerful truth: consumers crave brands that inject joy, humor, and a touch of the unexpected into their experiences. <\/span><\/span><\/p><h3><span class=\"TextRun SCXW78869080 BCX4\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW78869080 BCX4\" data-ccp-parastyle=\"Normal (Web)\">This <\/span><span class=\"NormalTextRun SCXW78869080 BCX4\" data-ccp-parastyle=\"Normal (Web)\">isn&#8217;t<\/span><span class=\"NormalTextRun SCXW78869080 BCX4\" data-ccp-parastyle=\"Normal (Web)\"> about frivolous antics; <\/span><span class=\"NormalTextRun SCXW78869080 BCX4\" data-ccp-parastyle=\"Normal (Web)\">it&#8217;s<\/span><span class=\"NormalTextRun SCXW78869080 BCX4\" data-ccp-parastyle=\"Normal (Web)\"> about strategically harnessing the power of play to cultivate deeper relationships.<\/span><\/span><span class=\"EOP SCXW78869080 BCX4\" data-ccp-props=\"{&quot;134233117&quot;:true,&quot;134233118&quot;:true,&quot;335551550&quot;:6,&quot;335551620&quot;:6}\">\u00a0<\/span><\/h3><div class=\"collapsible-content-wrapper\" data-testid=\"collapsible-content-wrapper\"><div class=\"collapsible-content collapsible-content__disabled\"><div><div class=\"ant-flex css-baa5v1 ant-flex-align-stretch ant-flex-vertical\"><div class=\"markdown message-container\"><p>So, what exactly <em>is<\/em> Playful Extravaganza? Forget fleeting trends. It&#8217;s a deliberate, strategic approach to brand building that prioritizes:<\/p><\/div><\/div><\/div><\/div><\/div>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-2536a39 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"2536a39\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-10f84b6\" data-id=\"10f84b6\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-0606a8d elementor-widget elementor-widget-video\" data-id=\"0606a8d\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;video_type&quot;:&quot;hosted&quot;,&quot;autoplay&quot;:&quot;yes&quot;,&quot;mute&quot;:&quot;yes&quot;,&quot;loop&quot;:&quot;yes&quot;}\" data-widget_type=\"video.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"e-hosted-video elementor-wrapper elementor-open-inline\">\n\t\t\t\t\t<video class=\"elementor-video\" src=\"https:\/\/cba-design.com\/united-states\/wp-content\/uploads\/sites\/3\/2025\/05\/08_Oppening_Playful-Extravaganza-1.mp4\" autoplay=\"\" loop=\"\" muted=\"muted\" controlsList=\"nodownload\"><\/video>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-4574618\" data-id=\"4574618\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-cee9a20 elementor-widget elementor-widget-text-editor\" data-id=\"cee9a20\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<ul><li><div data-testid=\"collapsible-content-wrapper\"><div><div><div><div><p><b>Unconventional creativity:<\/b> Daring to defy industry norms and think outside the box.\u00a0<\/p><\/div><\/div><\/div><\/div><\/div><\/li><li><p><b>Emotional resonance:<\/b> Tapping into positive emotions like joy and humor, while also evoking a sense of nostalgia.\u00a0<\/p><\/li><li><p><b>Authentic expression:<\/b> Unveiling your brand&#8217;s unique personality and distinctive voice.<\/p><\/li><li><p><b>Experiential engagement:<\/b> Crafting memorable and shareable moments that resonate with your audience.\u00a0<\/p><\/li><li><p><b>Disruption of the everyday: <\/b>Offering a refreshing escape from the ordinary and predictable.<\/p><\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-74231f1 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"74231f1\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-bc1a12f\" data-id=\"bc1a12f\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-cb863bb elementor-widget elementor-widget-heading\" data-id=\"cb863bb\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-heading-title elementor-size-default\">\/ Decoding the crave: why play resonates in a dopamine-driven world <\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-bc9eaa3 elementor-widget elementor-widget-text-editor\" data-id=\"bc9eaa3\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>A &#8220;playful extravaganza&#8221; directly connects to this context: it&#8217;s not about instant gratification but about surprising with lightness. The concept of delight\u2014unexpectedly enchanting\u2014emerges as a response. Even brands committed to serious causes like environmental care and inclusivity are now challenged to communicate more authentically, accessibly, and humorously.<\/p><p class=\"p1\">This movement isn&#8217;t confined to design; <b>it reflects a broader cultural shift shaped by digital entertainment dynamics and the constant expectation of novelty. <\/b>Generation Z\u2014multicultural, fluid, and curious\u2014naturally navigates between aesthetics, flavors, and categories. Open to the world, they seek the new with enthusiasm but have less patience for overly serious messages or predictable formats.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-0aeb41f elementor-widget elementor-widget-image\" data-id=\"0aeb41f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/www.duolingo.com\" target=\"_blank\" rel=\"noopener\">\n\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"1196\" height=\"528\" src=\"https:\/\/cba-design.com\/united-states\/wp-content\/uploads\/sites\/3\/2025\/05\/widgets-e1744906133680.png\" class=\"attachment-large size-large wp-image-14145\" alt=\"\" srcset=\"https:\/\/cba-design.com\/united-states\/wp-content\/uploads\/sites\/3\/2025\/05\/widgets-e1744906133680.png 1196w, https:\/\/cba-design.com\/united-states\/wp-content\/uploads\/sites\/3\/2025\/05\/widgets-e1744906133680-1120x494.png 1120w, https:\/\/cba-design.com\/united-states\/wp-content\/uploads\/sites\/3\/2025\/05\/widgets-e1744906133680-520x230.png 520w, https:\/\/cba-design.com\/united-states\/wp-content\/uploads\/sites\/3\/2025\/05\/widgets-e1744906133680-768x339.png 768w\" sizes=\"(max-width: 1196px) 100vw, 1196px\" title=\"\">\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-73d68f3 elementor-widget elementor-widget-text-editor\" data-id=\"73d68f3\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h6>Credit: <a href=\"https:\/\/www.duolingo.com\" target=\"_blank\" rel=\"noopener\">Duolingo\u00a0<\/a><\/h6>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-dd9f01e elementor-widget elementor-widget-text-editor\" data-id=\"dd9f01e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span class=\"TextRun SCXW40639753 BCX4\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW40639753 BCX4\" data-ccp-parastyle=\"Normal (Web)\">But <\/span><span class=\"NormalTextRun SCXW40639753 BCX4\" data-ccp-parastyle=\"Normal (Web)\">here&#8217;s<\/span><span class=\"NormalTextRun SCXW40639753 BCX4\" data-ccp-parastyle=\"Normal (Web)\"> the tension: this desire for playfulness is intertwined with the allure of instant gratification, fueled by the dopamine rush of social media likes and the constant stream of <\/span><span class=\"NormalTextRun SCXW40639753 BCX4\" data-ccp-parastyle=\"Normal (Web)\">new experiences. <\/span><\/span><\/p><h3><span class=\"TextRun SCXW40639753 BCX4\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW40639753 BCX4\" data-ccp-parastyle=\"Normal (Web)\">Are we, as brands, contributing to a culture of superficiality by constantly chasing novelty?<\/span><\/span><span class=\"EOP SCXW40639753 BCX4\" data-ccp-props=\"{&quot;134233117&quot;:true,&quot;134233118&quot;:true,&quot;335551550&quot;:6,&quot;335551620&quot;:6}\">\u00a0<\/span><\/h3><p><span class=\"TextRun SCXW263574998 BCX4\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW263574998 BCX4\" data-ccp-parastyle=\"Normal (Web)\">Gen Z, the digital natives who have grown up in this dopamine-driven world, are particularly susceptible to this influence. They are constantly bombarded with <\/span><span class=\"NormalTextRun SCXW263574998 BCX4\" data-ccp-parastyle=\"Normal (Web)\">new trends<\/span><span class=\"NormalTextRun SCXW263574998 BCX4\" data-ccp-parastyle=\"Normal (Web)\">, flavors, and experiences, leading to a heightened expectation for surprise and difference. This explains the boom in unlikely flavor combinations, bizarre brand collaborations, and the meme-<\/span><span class=\"NormalTextRun SpellingErrorV2Themed SCXW263574998 BCX4\" data-ccp-parastyle=\"Normal (Web)\">ification<\/span><span class=\"NormalTextRun SCXW263574998 BCX4\" data-ccp-parastyle=\"Normal (Web)\"> of everything. The rapid-fire humor and absurd content that dominate platforms like TikTok are shaping a new generation&#8217;s expectations for entertainment and engagement.<\/span><\/span><span class=\"EOP SCXW263574998 BCX4\" data-ccp-props=\"{&quot;134233117&quot;:true,&quot;134233118&quot;:true,&quot;335551550&quot;:6,&quot;335551620&quot;:6}\">\u00a0<\/span><\/p><ul><li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"2\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">Emotional connection &amp; differentiation:<\/span><\/b><span data-contrast=\"auto\"> Playfulness offers a unique way to cut through the clutter of marketing messages, creating a distinct brand identity that resonates with those weary of the predictable. <strong><a href=\"https:\/\/www.accenture.com\/fr-fr\" target=\"_blank\" rel=\"noopener\">Accenture<\/a> reports that 66% of consumers gravitate towards brands that stand for something,<\/strong> emphasizing the need for a clear and compelling brand purpose.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:true,&quot;134233118&quot;:true,&quot;335551550&quot;:6,&quot;335551620&quot;:6}\">\u00a0<\/span><\/li><\/ul><ul><li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"2\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"2\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">Engagement &amp; humanization:<\/span><\/b><span data-contrast=\"auto\"> Capturing attention in a world of endless distractions is a constant challenge. Playful experiences are inherently captivating, sparking interaction and creating shareable moments. Content infused with playful elements typically enjoys twice the engagement rates on social media (HubSpot), proving its power to drive meaningful interactions. Skepticism is on the rise, and playfulness can help brands appear more human, approachable, and relatable. Harvard Business Review reveals that <strong>consumers are 2.4x more likely to recommend a brand that delivers a positive emotional experience.<\/strong><\/span><span data-ccp-props=\"{&quot;134233117&quot;:true,&quot;134233118&quot;:true,&quot;335551550&quot;:6,&quot;335551620&quot;:6}\">\u00a0<\/span><\/li><\/ul><ul><li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"2\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"3\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">Socio-economic context &amp;<\/span><\/b> <strong>dopamine culture<\/strong><b><span data-contrast=\"auto\">:<\/span><\/b><span data-contrast=\"auto\"> The pandemic led to a reassessment of priorities, with consumers now actively seeking brands that offer joy, escapism, and connection, especially in times of economic instability. Playfulness provides an emotional release and helps cope with stress. The constant barrage of information can be overwhelming. Playfulness offers a welcome respite, allowing consumers to focus on positive emotions. As social media becomes polarized, consumers crave authentic connection. Brands that offer community and belonging build stronger relationships.<\/span> \u00a0<\/li><\/ul><p><span data-contrast=\"auto\">This tension requires careful consideration. <\/span><\/p><h4><span data-contrast=\"auto\"><strong>Brands must strive to create playful experiences that are not only engaging but also authentic, meaningful, and aligned with their core values. It&#8217;s about finding the balance between capturing attention and building lasting connections, understanding the needs of Gen Z while avoiding the pitfalls of feeding into a cycle of superficiality<\/strong>.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:true,&quot;134233118&quot;:true,&quot;335551550&quot;:6,&quot;335551620&quot;:6}\">\u00a0<\/span><\/h4>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-fbc4b99 elementor-widget elementor-widget-heading\" data-id=\"fbc4b99\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-heading-title elementor-size-default\">\/ Absurd? Unexpected? Surprise me!<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-bdb8de6 elementor-widget elementor-widget-text-editor\" data-id=\"bdb8de6\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h3><span class=\"TextRun SCXW11606390 BCX4\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW11606390 BCX4\" data-ccp-parastyle=\"Normal (Web)\">The &#8220;<\/span><\/span><span class=\"TextRun SCXW11606390 BCX4\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW11606390 BCX4\" data-ccp-parastyle=\"Normal (Web)\">Playful Extravaganza<\/span><\/span><span class=\"TextRun SCXW11606390 BCX4\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW11606390 BCX4\" data-ccp-parastyle=\"Normal (Web)\">&#8221; <\/span><span class=\"NormalTextRun SCXW11606390 BCX4\" data-ccp-parastyle=\"Normal (Web)\">isn&#8217;t<\/span> <span class=\"NormalTextRun SCXW11606390 BCX4\" data-ccp-parastyle=\"Normal (Web)\">just about surface-level<\/span><span class=\"NormalTextRun SCXW11606390 BCX4\" data-ccp-parastyle=\"Normal (Web)\"> fun; <\/span><span class=\"NormalTextRun SCXW11606390 BCX4\" data-ccp-parastyle=\"Normal (Web)\">it&#8217;s<\/span><span class=\"NormalTextRun SCXW11606390 BCX4\" data-ccp-parastyle=\"Normal (Web)\"> about strategically weaving playfulness into every <\/span><span class=\"NormalTextRun SCXW11606390 BCX4\" data-ccp-parastyle=\"Normal (Web)\">facet<\/span><span class=\"NormalTextRun SCXW11606390 BCX4\" data-ccp-parastyle=\"Normal (Web)\"> of the brand experience to achieve tangible business results. <\/span><\/span><\/h3><p><span class=\"TextRun SCXW11606390 BCX4\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW11606390 BCX4\" data-ccp-parastyle=\"Normal (Web)\">Here&#8217;s<\/span><span class=\"NormalTextRun SCXW11606390 BCX4\" data-ccp-parastyle=\"Normal (Web)\"> how it translates to ROI, with examples in action:<\/span><\/span><span class=\"EOP SCXW11606390 BCX4\" data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335557856&quot;:16777215,&quot;335559738&quot;:0,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-7567354 elementor-hidden-tablet elementor-hidden-mobile elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"7567354\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-33 elementor-top-column elementor-element elementor-element-cb8611e\" data-id=\"cb8611e\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-406963c elementor-widget elementor-widget-text-editor\" data-id=\"406963c\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<ul><li><b><span data-contrast=\"auto\">Increased sales:<\/span><\/b><span data-contrast=\"auto\">\u202fPlayful packaging and marketing can stimulate impulse purchases and drive overall sales volume.\u202fFor instance, <\/span><a href=\"https:\/\/cba-design.com\/latam\/en\/cases\/omo-vibes\/\"><span data-contrast=\"none\">OMO Vibes\u2019 collaboration with Spotify, with CBA&#8217;s vibrant packaging design<\/span><\/a><span data-contrast=\"auto\">, brings joy to a mundane chore, effectively boosting brand visibility on crowded shelves and driving sales.<\/span><span data-ccp-props=\"{&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335557856&quot;:16777215,&quot;335559738&quot;:60,&quot;335559739&quot;:60}\">\u00a0<\/span><\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7f0ceab cba-button-default elementor-widget elementor-widget-cba-boutons\" data-id=\"7f0ceab\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"cba-boutons.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t        \t\t<div class=\"elementor-button-wrapper\">\n        \t\t\t<a href=\"https:\/\/cba-design.com\/latam\/en\/cases\/omo-vibes\/\" class=\"elementor-button-link elementor-button elementor-size-sm\" role=\"button\">\n        \t\t\t\t            <span class=\"elementor-button-content-wrapper\">\n                            <span class=\"elementor-button-text\">Discover the project!<\/span>\n            <\/span>\n                    \t\t\t<\/a>\n        \t\t<\/div>\n\n        \t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-66 elementor-top-column elementor-element elementor-element-59d9492\" data-id=\"59d9492\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-bbd50bb elementor-widget elementor-widget-image\" data-id=\"bbd50bb\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/cba-design.com\/latam\/en\/cases\/omo-vibes\/\">\n\t\t\t\t\t\t\t<img decoding=\"async\" width=\"1400\" height=\"875\" src=\"https:\/\/cba-design.com\/united-states\/wp-content\/uploads\/sites\/3\/2025\/05\/cba_latam_omovibes_stills_horiz_funk_2400x1600-2-1400x875.jpg\" class=\"attachment-large size-large wp-image-14146\" alt=\"\" srcset=\"https:\/\/cba-design.com\/united-states\/wp-content\/uploads\/sites\/3\/2025\/05\/cba_latam_omovibes_stills_horiz_funk_2400x1600-2-1400x875.jpg 1400w, https:\/\/cba-design.com\/united-states\/wp-content\/uploads\/sites\/3\/2025\/05\/cba_latam_omovibes_stills_horiz_funk_2400x1600-2-1120x700.jpg 1120w, https:\/\/cba-design.com\/united-states\/wp-content\/uploads\/sites\/3\/2025\/05\/cba_latam_omovibes_stills_horiz_funk_2400x1600-2-520x325.jpg 520w, https:\/\/cba-design.com\/united-states\/wp-content\/uploads\/sites\/3\/2025\/05\/cba_latam_omovibes_stills_horiz_funk_2400x1600-2-768x480.jpg 768w, https:\/\/cba-design.com\/united-states\/wp-content\/uploads\/sites\/3\/2025\/05\/cba_latam_omovibes_stills_horiz_funk_2400x1600-2-1536x960.jpg 1536w, https:\/\/cba-design.com\/united-states\/wp-content\/uploads\/sites\/3\/2025\/05\/cba_latam_omovibes_stills_horiz_funk_2400x1600-2-2048x1280.jpg 2048w\" sizes=\"(max-width: 1400px) 100vw, 1400px\" title=\"\">\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-c0748d4 elementor-hidden-desktop elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"c0748d4\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-12e8dd4\" data-id=\"12e8dd4\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-461b1a6 elementor-widget elementor-widget-text-editor\" data-id=\"461b1a6\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<ul><li><b><span data-contrast=\"auto\">Increased sales:<\/span><\/b><span data-contrast=\"auto\">\u202fPlayful packaging and marketing can stimulate impulse purchases and drive overall sales volume.\u202fFor instance, <\/span><a href=\"https:\/\/cba-design.com\/latam\/en\/cases\/omo-vibes\/\"><span data-contrast=\"none\">OMO Vibes\u2019 collaboration with Spotify, with CBA&#8217;s vibrant packaging design<\/span><\/a><span data-contrast=\"auto\">, brings joy to a mundane chore, effectively boosting brand visibility on crowded shelves and driving sales.<\/span><span data-ccp-props=\"{&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335557856&quot;:16777215,&quot;335559738&quot;:60,&quot;335559739&quot;:60}\">\u00a0<\/span><\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-54ec082 elementor-widget elementor-widget-image\" data-id=\"54ec082\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/cba-design.com\/latam\/en\/cases\/omo-vibes\/\">\n\t\t\t\t\t\t\t<img decoding=\"async\" width=\"1400\" height=\"875\" src=\"https:\/\/cba-design.com\/united-states\/wp-content\/uploads\/sites\/3\/2025\/05\/cba_latam_omovibes_stills_horiz_funk_2400x1600-2-1400x875.jpg\" class=\"attachment-large size-large wp-image-14146\" alt=\"\" srcset=\"https:\/\/cba-design.com\/united-states\/wp-content\/uploads\/sites\/3\/2025\/05\/cba_latam_omovibes_stills_horiz_funk_2400x1600-2-1400x875.jpg 1400w, https:\/\/cba-design.com\/united-states\/wp-content\/uploads\/sites\/3\/2025\/05\/cba_latam_omovibes_stills_horiz_funk_2400x1600-2-1120x700.jpg 1120w, https:\/\/cba-design.com\/united-states\/wp-content\/uploads\/sites\/3\/2025\/05\/cba_latam_omovibes_stills_horiz_funk_2400x1600-2-520x325.jpg 520w, https:\/\/cba-design.com\/united-states\/wp-content\/uploads\/sites\/3\/2025\/05\/cba_latam_omovibes_stills_horiz_funk_2400x1600-2-768x480.jpg 768w, https:\/\/cba-design.com\/united-states\/wp-content\/uploads\/sites\/3\/2025\/05\/cba_latam_omovibes_stills_horiz_funk_2400x1600-2-1536x960.jpg 1536w, https:\/\/cba-design.com\/united-states\/wp-content\/uploads\/sites\/3\/2025\/05\/cba_latam_omovibes_stills_horiz_funk_2400x1600-2-2048x1280.jpg 2048w\" sizes=\"(max-width: 1400px) 100vw, 1400px\" title=\"\">\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-58af336 elementor-tablet-align-center cba-button-default elementor-widget elementor-widget-cba-boutons\" data-id=\"58af336\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"cba-boutons.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t        \t\t<div class=\"elementor-button-wrapper\">\n        \t\t\t<a href=\"https:\/\/cba-design.com\/latam\/en\/cases\/omo-vibes\/\" class=\"elementor-button-link elementor-button elementor-size-sm\" role=\"button\">\n        \t\t\t\t            <span class=\"elementor-button-content-wrapper\">\n                            <span class=\"elementor-button-text\">Discover the project!<\/span>\n            <\/span>\n                    \t\t\t<\/a>\n        \t\t<\/div>\n\n        \t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-de6dd80 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"de6dd80\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-684223a\" data-id=\"684223a\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-c118661 elementor-widget elementor-widget-text-editor\" data-id=\"c118661\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<ul><li><b><span data-contrast=\"auto\">Enhanced customer loyalty:<\/span><\/b><span data-contrast=\"auto\">\u202fCustomers who forge an emotional connection with a brand are more likely to remain loyal and make repeat purchases.\u202f<\/span><a href=\"https:\/\/uk.whogivesacrap.org\/\" target=\"_blank\" rel=\"noopener\"><span data-contrast=\"none\">Who Gives a Crap<\/span><\/a><span data-contrast=\"auto\"> has revolutionized the toilet paper market with its fun, eco-friendly approach, including cheeky, humorous text about sustainability in each package, building brand loyalty and promoting ethical consumption in a lighthearted way.<\/span><span data-ccp-props=\"{&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335557856&quot;:16777215,&quot;335559738&quot;:60,&quot;335559739&quot;:60}\">\u00a0<\/span><\/li><li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"5\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"3\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">Amplified brand advocacy:<\/span><\/b><span data-contrast=\"auto\">\u202fPlayful experiences encourage customers to share their positive encounters, fostering brand advocacy and organic word-of-mouth marketing.\u202f<\/span><a href=\"https:\/\/design.pepsico.com\/case-studies\/cheetos-mansion\" target=\"_blank\" rel=\"noopener\"><span data-contrast=\"none\">PepsiCo Design&#8217;s Cheetos Mansion<\/span><\/a><span data-contrast=\"auto\"> perfectly captured the brand&#8217;s playful essence, generating significant social media buzz and fostering deeper brand engagement.<\/span><\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-100ec66 elementor-widget elementor-widget-image\" data-id=\"100ec66\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/design.pepsico.com\/case-studies\/cheetos-mansion\" target=\"_blank\" rel=\"noopener\">\n\t\t\t\t\t\t\t<img decoding=\"async\" width=\"1400\" height=\"895\" src=\"https:\/\/cba-design.com\/united-states\/wp-content\/uploads\/sites\/3\/2025\/05\/1440_CHEETOS-MANSION_Featured-Image_01.jpg-scaled-1-1400x895.webp\" class=\"attachment-large size-large wp-image-14147\" alt=\"\" srcset=\"https:\/\/cba-design.com\/united-states\/wp-content\/uploads\/sites\/3\/2025\/05\/1440_CHEETOS-MANSION_Featured-Image_01.jpg-scaled-1-1400x895.webp 1400w, https:\/\/cba-design.com\/united-states\/wp-content\/uploads\/sites\/3\/2025\/05\/1440_CHEETOS-MANSION_Featured-Image_01.jpg-scaled-1-1120x716.webp 1120w, https:\/\/cba-design.com\/united-states\/wp-content\/uploads\/sites\/3\/2025\/05\/1440_CHEETOS-MANSION_Featured-Image_01.jpg-scaled-1-520x332.webp 520w, https:\/\/cba-design.com\/united-states\/wp-content\/uploads\/sites\/3\/2025\/05\/1440_CHEETOS-MANSION_Featured-Image_01.jpg-scaled-1-768x491.webp 768w, https:\/\/cba-design.com\/united-states\/wp-content\/uploads\/sites\/3\/2025\/05\/1440_CHEETOS-MANSION_Featured-Image_01.jpg-scaled-1-1536x982.webp 1536w, https:\/\/cba-design.com\/united-states\/wp-content\/uploads\/sites\/3\/2025\/05\/1440_CHEETOS-MANSION_Featured-Image_01.jpg-scaled-1-2048x1309.webp 2048w\" sizes=\"(max-width: 1400px) 100vw, 1400px\" title=\"\">\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-43a8eeb elementor-widget elementor-widget-text-editor\" data-id=\"43a8eeb\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h6>Credit: <a href=\"https:\/\/design.pepsico.com\/case-studies\/cheetos-mansion\" target=\"_blank\" rel=\"noopener\">Pepsico<\/a><\/h6>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7b45e1b elementor-widget elementor-widget-text-editor\" data-id=\"7b45e1b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<ul><li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"5\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"4\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">Elevated employee morale:<\/span><\/b><span data-contrast=\"auto\">\u202fA playful brand culture can attract and retain top talent, boosting employee morale and overall productivity.<\/span> <span data-contrast=\"auto\"><a href=\"https:\/\/www.benjerry.com\" target=\"_blank\" rel=\"noopener\">Ben &amp; Jerry<\/a>, for instance, consistently ranks high in employee satisfaction surveys.<\/span><span data-ccp-props=\"{&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335557856&quot;:16777215,&quot;335559738&quot;:60,&quot;335559739&quot;:60}\">\u00a0<\/span><\/li><\/ul><p>Beyond these core examples, we see playful strategies driving success across diverse industries. Consider<a href=\"https:\/\/www.retailtouchpoints.com\/topics\/retail-store-design\/target-unwraps-immersive-store-and-digital-experiences-for-holiday-shoppers?utm_source=chatgpt.com\" target=\"_blank\" rel=\"noopener\"> <b>Target\u2019s Fantastical Forest<\/b><\/a>, where immersive in-store and digital experiences turn holiday shopping into a whimsical adventure, complete with peppermint swirl paths, curated gift chalets, and playful product zones, capturing consumer imagination and driving engagement. <a href=\"https:\/\/www.today.com\/food\/trends\/nutter-butter-creepy-tiktok-account-rcna171563\" target=\"_blank\" rel=\"noopener\"><strong>Nutter Butter\u2019s TikTok<\/strong><\/a> account amplifies their playful side and drives brand relevance, while <a href=\"https:\/\/en.duolingo.com\" target=\"_blank\" rel=\"noopener\"><strong>Duolingo<\/strong><\/a>, with its quirky owl mascot and playful gamification, demonstrates how to keep users engaged and motivated, driving app usage and promoting language learning in a fun and accessible way.<\/p><p>Even collaborations, like the <a href=\"https:\/\/www.youtube.com\/watch?v=zWJsBVCMUQU\" target=\"_blank\" rel=\"noopener\">McDonald\u2019s x Cactus Plant Flea Market Happy Meal<\/a> for adults or the Nike x Ben &amp; Jerry\u2019s \u201cChunky Dunky\u201d sneaker, showcase the power of surprise and nostalgia to drive sales and spark conversation.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-272b459 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"272b459\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-0e6125c\" data-id=\"0e6125c\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-d41336c elementor-widget elementor-widget-video\" data-id=\"d41336c\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;youtube_url&quot;:&quot;https:\\\/\\\/www.youtube.com\\\/watch?v=zWJsBVCMUQU&quot;,&quot;autoplay&quot;:&quot;yes&quot;,&quot;mute&quot;:&quot;yes&quot;,&quot;loop&quot;:&quot;yes&quot;,&quot;video_type&quot;:&quot;youtube&quot;}\" data-widget_type=\"video.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-wrapper elementor-open-inline\">\n\t\t\t<div class=\"elementor-video\"><\/div>\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-62ee032 elementor-hidden-mobile elementor-widget elementor-widget-text-editor\" data-id=\"62ee032\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h6>Credit: Wieden+Kennedy NY<\/h6>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-21514c6 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"21514c6\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-5ec0018\" data-id=\"5ec0018\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-59249e4 elementor-widget elementor-widget-image\" data-id=\"59249e4\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/www.gq.com\/story\/nike-sb-ben-and-jerry-dunk-low\" target=\"_blank\" rel=\"noopener\">\n\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1400\" height=\"788\" src=\"https:\/\/cba-design.com\/united-states\/wp-content\/uploads\/sites\/3\/2025\/05\/benandjerrydunk-v2.jpg-1400x788.webp\" class=\"attachment-large size-large wp-image-14148\" alt=\"\" srcset=\"https:\/\/cba-design.com\/united-states\/wp-content\/uploads\/sites\/3\/2025\/05\/benandjerrydunk-v2.jpg-1400x788.webp 1400w, https:\/\/cba-design.com\/united-states\/wp-content\/uploads\/sites\/3\/2025\/05\/benandjerrydunk-v2.jpg-1120x630.webp 1120w, https:\/\/cba-design.com\/united-states\/wp-content\/uploads\/sites\/3\/2025\/05\/benandjerrydunk-v2.jpg-520x293.webp 520w, https:\/\/cba-design.com\/united-states\/wp-content\/uploads\/sites\/3\/2025\/05\/benandjerrydunk-v2.jpg-768x432.webp 768w, https:\/\/cba-design.com\/united-states\/wp-content\/uploads\/sites\/3\/2025\/05\/benandjerrydunk-v2.jpg-1536x864.webp 1536w, https:\/\/cba-design.com\/united-states\/wp-content\/uploads\/sites\/3\/2025\/05\/benandjerrydunk-v2.jpg.webp 2000w\" sizes=\"(max-width: 1400px) 100vw, 1400px\" title=\"\">\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a7c9b84 elementor-widget elementor-widget-text-editor\" data-id=\"a7c9b84\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h6>Credit: <a href=\"https:\/\/www.gq.com\/story\/nike-sb-ben-and-jerry-dunk-low\" target=\"_blank\" rel=\"noopener\">GQ<\/a><\/h6>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-592f138\" data-id=\"592f138\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-6242b1e elementor-widget elementor-widget-image\" data-id=\"6242b1e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/www.retailtouchpoints.com\/topics\/retail-store-design\/target-unwraps-immersive-store-and-digital-experiences-for-holiday-shoppers?utm_source=chatgpt.com\" target=\"_blank\" rel=\"noopener\">\n\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1400\" height=\"788\" src=\"https:\/\/cba-design.com\/united-states\/wp-content\/uploads\/sites\/3\/2025\/05\/Target-2024-Holiday-In-Store_1-2048x1152.jpg-1400x788.webp\" class=\"attachment-large size-large wp-image-14162\" alt=\"\" srcset=\"https:\/\/cba-design.com\/united-states\/wp-content\/uploads\/sites\/3\/2025\/05\/Target-2024-Holiday-In-Store_1-2048x1152.jpg-1400x788.webp 1400w, https:\/\/cba-design.com\/united-states\/wp-content\/uploads\/sites\/3\/2025\/05\/Target-2024-Holiday-In-Store_1-2048x1152.jpg-1120x630.webp 1120w, https:\/\/cba-design.com\/united-states\/wp-content\/uploads\/sites\/3\/2025\/05\/Target-2024-Holiday-In-Store_1-2048x1152.jpg-520x293.webp 520w, https:\/\/cba-design.com\/united-states\/wp-content\/uploads\/sites\/3\/2025\/05\/Target-2024-Holiday-In-Store_1-2048x1152.jpg-768x432.webp 768w, https:\/\/cba-design.com\/united-states\/wp-content\/uploads\/sites\/3\/2025\/05\/Target-2024-Holiday-In-Store_1-2048x1152.jpg-1536x864.webp 1536w, https:\/\/cba-design.com\/united-states\/wp-content\/uploads\/sites\/3\/2025\/05\/Target-2024-Holiday-In-Store_1-2048x1152.jpg.webp 2048w\" sizes=\"(max-width: 1400px) 100vw, 1400px\" title=\"\">\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e7b6fee elementor-widget elementor-widget-text-editor\" data-id=\"e7b6fee\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h6>Credit: <a href=\"https:\/\/www.retailtouchpoints.com\/topics\/retail-store-design\/target-unwraps-immersive-store-and-digital-experiences-for-holiday-shoppers?utm_source=chatgpt.com\" target=\"_blank\" rel=\"noopener\">Target<\/a><\/h6>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-e332ae2 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"e332ae2\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-6a8ab30\" data-id=\"6a8ab30\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-892fe2c elementor-widget elementor-widget-spacer\" data-id=\"892fe2c\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4b587e1 elementor-widget elementor-widget-heading\" data-id=\"4b587e1\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-heading-title elementor-size-default\">\/ Navigating the minefield: avoiding the pitfalls of forced fun <\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-8bc9249 elementor-widget elementor-widget-text-editor\" data-id=\"8bc9249\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p class=\"p1\">The challenge for brands is clear:<b> how to embrace fun without falling into the trap of superficiality?\u00a0<\/b>How to engage with different facets of the same audience\u2014who, at times, seek purpose and depth, and at others, lightness and escapism?\u00a0<\/p><p class=\"p1\">The answer may lie in moving beyond binary thinking and designing portfolios and experiences that accompany this natural alternation of moods. Between mindfulness and rave, there&#8217;s a vast territory to explore. And it&#8217;s in this vibrant and unpredictable space that playfulness proves more necessary than ever.<\/p><h3><span class=\"TextRun SCXW91504867 BCX4\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW91504867 BCX4\" data-ccp-parastyle=\"Normal (Web)\">Authenticity is the cornerstone of success.<\/span> <\/span><span class=\"TextRun SCXW91504867 BCX4\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><strong><span class=\"NormalTextRun SCXW91504867 BCX4\" data-ccp-charstyle=\"Strong\">Thus, i<\/span><span class=\"NormalTextRun SCXW91504867 BCX4\" data-ccp-charstyle=\"Strong\">s <\/span><span class=\"NormalTextRun SCXW91504867 BCX4\" data-ccp-charstyle=\"Strong\">y<\/span><span class=\"NormalTextRun SCXW91504867 BCX4\" data-ccp-charstyle=\"Strong\">our <\/span><span class=\"NormalTextRun SCXW91504867 BCX4\" data-ccp-charstyle=\"Strong\">b<\/span><span class=\"NormalTextRun SCXW91504867 BCX4\" data-ccp-charstyle=\"Strong\">rand <\/span><span class=\"NormalTextRun SCXW91504867 BCX4\" data-ccp-charstyle=\"Strong\">r<\/span><span class=\"NormalTextRun SCXW91504867 BCX4\" data-ccp-charstyle=\"Strong\">eady to <\/span><span class=\"NormalTextRun SCXW91504867 BCX4\" data-ccp-charstyle=\"Strong\">p<\/span><\/strong><span class=\"NormalTextRun SCXW91504867 BCX4\" data-ccp-charstyle=\"Strong\"><strong>lay?<\/strong><\/span><\/span><strong><span class=\"EOP SCXW91504867 BCX4\" data-ccp-props=\"{&quot;134233117&quot;:true,&quot;134233118&quot;:true,&quot;335551550&quot;:6,&quot;335551620&quot;:6}\">\u00a0<\/span><\/strong><\/h3><p><span data-contrast=\"auto\">Consider these critical questions:<\/span><span data-ccp-props=\"{&quot;134233117&quot;:true,&quot;134233118&quot;:true,&quot;335551550&quot;:6,&quot;335551620&quot;:6}\">\u00a0<\/span><\/p><ul><li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"3\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">Brand personality<\/span><\/b><span data-contrast=\"auto\">: Is your brand already perceived as approachable, friendly, or inherently innovative? Playfulness should complement your brand&#8217;s core values, not contradict them.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:true,&quot;134233118&quot;:true,&quot;335551550&quot;:6,&quot;335551620&quot;:6}\">\u00a0<\/span><\/li><\/ul><ul><li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"3\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"2\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">Target audience<\/span><\/b><span data-contrast=\"auto\">: Does your target audience appreciate humor and unconventional approaches? Ensure that your playful initiatives resonate with your target audience and avoid alienating them.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:true,&quot;134233118&quot;:true,&quot;335551550&quot;:6,&quot;335551620&quot;:6}\">\u00a0<\/span><\/li><\/ul><ul><li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"3\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"3\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">Competitive landscape<\/span><\/b><span data-contrast=\"auto\">: Are your competitors already embracing playfulness? <\/span><span data-contrast=\"auto\">If so, how can you differentiate yourself?<\/span><span data-ccp-props=\"{&quot;134233117&quot;:true,&quot;134233118&quot;:true,&quot;335551550&quot;:6,&quot;335551620&quot;:6}\">\u00a0<\/span><\/li><\/ul><ul><li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"3\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"4\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">Internal culture<\/span><\/b><span data-contrast=\"auto\">: Does your company culture foster creativity, experimentation, and a willingness to embrace the unexpected?<\/span><span data-ccp-props=\"{&quot;134233117&quot;:true,&quot;134233118&quot;:true,&quot;335551550&quot;:6,&quot;335551620&quot;:6}\">\u00a0<\/span><\/li><\/ul><ul><li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"3\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"5\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">Risk tolerance<\/span><\/b><span data-contrast=\"auto\">: Are you prepared to take calculated risks to capture attention and stand out from the crowd?<\/span><span data-ccp-props=\"{&quot;134233117&quot;:true,&quot;134233118&quot;:true,&quot;335551550&quot;:6,&quot;335551620&quot;:6}\">\u00a0<\/span><\/li><\/ul><ul><li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"3\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"6\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">Consistency<\/span><\/b><span data-contrast=\"auto\">: Cultivate a consistent level of playfulness across all your brand touchpoints, from your website to your customer service interactions.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:true,&quot;134233118&quot;:true,&quot;335551550&quot;:6,&quot;335551620&quot;:6}\">\u00a0<\/span><\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-416bd41 elementor-widget elementor-widget-spacer\" data-id=\"416bd41\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-8394713 elementor-widget elementor-widget-text-editor\" data-id=\"8394713\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span data-contrast=\"auto\">At <strong>CBA<\/strong>, we understand the transformative power of play. We empower brands to unlock their playful potential through:<\/span><span data-ccp-props=\"{&quot;134233117&quot;:true,&quot;134233118&quot;:true,&quot;335551550&quot;:6,&quot;335551620&quot;:6}\">\u00a0<\/span><\/p><ul><li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"4\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">Strategic playful brand development<\/span><\/b><span data-contrast=\"auto\">: We collaborate with you to define your brand&#8217;s unique playful personality and identify opportunities to inject joy into your customer experiences.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:true,&quot;134233118&quot;:true,&quot;335551550&quot;:6,&quot;335551620&quot;:6}\">\u00a0<\/span><\/li><\/ul><ul><li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"4\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"2\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">Captivating visual identity creation<\/span><\/b><span data-contrast=\"auto\">: Our design team crafts vibrant, memorable visual identities that capture the essence of your brand&#8217;s playfulness.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:true,&quot;134233118&quot;:true,&quot;335551550&quot;:6,&quot;335551620&quot;:6}\">\u00a0<\/span><\/li><\/ul><ul><li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"4\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"3\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">Innovative packaging design<\/span><\/b><span data-contrast=\"auto\">: We transform everyday products into delightful experiences with innovative and engaging packaging designs.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:true,&quot;134233118&quot;:true,&quot;335551550&quot;:6,&quot;335551620&quot;:6}\">\u00a0<\/span><\/li><li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"4\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"4\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">Compelling activation campaign development<\/span><\/b><span data-contrast=\"auto\">: We develop creative campaigns that capture attention, spark conversation, and drive measurable results.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:true,&quot;134233118&quot;:true,&quot;335551550&quot;:6,&quot;335551620&quot;:6}\">\u00a0<\/span><\/li><\/ul><p>\u00a0<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-ba04dff elementor-hidden-mobile elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-invisible\" data-id=\"ba04dff\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;animation&quot;:&quot;fadeIn&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-e886ea4\" data-id=\"e886ea4\" data-element_type=\"column\" data-e-type=\"column\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-158a621 elementor-widget elementor-widget-text-editor\" data-id=\"158a621\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><i style=\"font-family: var( --e-global-typography-secondary-font-family ), Sans-serif;\"><span data-contrast=\"none\">This article is the second in a series inspired by the insights introduced in our Pulse 2025 report.<\/span><\/i><i style=\"font-family: var( --e-global-typography-secondary-font-family ), Sans-serif;\"><span data-contrast=\"none\">\u00a0<\/span><\/i><span style=\"font-family: var( --e-global-typography-secondary-font-family ), Sans-serif;\" data-ccp-props=\"{&quot;134233117&quot;:true,&quot;134233118&quot;:true}\">\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-0664fcf elementor-widget-tablet__width-initial elementor-widget-mobile__width-initial elementor-hidden-desktop elementor-hidden-tablet elementor-widget elementor-widget-image\" data-id=\"0664fcf\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/cba-design.com\/united-states\/pulse-2025\/\">\n\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1400\" height=\"788\" src=\"https:\/\/cba-design.com\/united-states\/wp-content\/uploads\/sites\/3\/2025\/01\/01_Pulse_Key-Visual-1400x788.jpg\" class=\"attachment-large size-large wp-image-13662\" alt=\"\" srcset=\"https:\/\/cba-design.com\/united-states\/wp-content\/uploads\/sites\/3\/2025\/01\/01_Pulse_Key-Visual-1400x788.jpg 1400w, https:\/\/cba-design.com\/united-states\/wp-content\/uploads\/sites\/3\/2025\/01\/01_Pulse_Key-Visual-1120x630.jpg 1120w, https:\/\/cba-design.com\/united-states\/wp-content\/uploads\/sites\/3\/2025\/01\/01_Pulse_Key-Visual-520x293.jpg 520w, https:\/\/cba-design.com\/united-states\/wp-content\/uploads\/sites\/3\/2025\/01\/01_Pulse_Key-Visual-768x432.jpg 768w, https:\/\/cba-design.com\/united-states\/wp-content\/uploads\/sites\/3\/2025\/01\/01_Pulse_Key-Visual-1536x864.jpg 1536w, https:\/\/cba-design.com\/united-states\/wp-content\/uploads\/sites\/3\/2025\/01\/01_Pulse_Key-Visual.jpg 1920w\" sizes=\"(max-width: 1400px) 100vw, 1400px\" title=\"\">\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ec78730 elementor-widget elementor-widget-text-editor\" data-id=\"ec78730\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Our report offers 9 fundamental insights, illustrated by more than 60 global case studies, to help you create positive impact and identify strategic opportunities for your brand.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f1cef15 cba-button-red elementor-align-center elementor-mobile-align-center elementor-widget-tablet__width-inherit elementor-widget elementor-widget-cba-boutons\" data-id=\"f1cef15\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"cba-boutons.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t        \t\t<div class=\"elementor-button-wrapper\">\n        \t\t\t<a href=\"https:\/\/cba-design.com\/united-states\/pulse-2025\/\" target=\"_blank\" class=\"elementor-button-link elementor-button elementor-size-xl\" role=\"button\">\n        \t\t\t\t            <span class=\"elementor-button-content-wrapper\">\n                            <span class=\"elementor-button-icon elementor-align-icon-left\">\n                <i aria-hidden=\"true\" class=\"fas fa-download\"><\/i>              <\/span>\n                            <span class=\"elementor-button-text\">Discover more <\/span>\n            <\/span>\n                    \t\t\t<\/a>\n        \t\t<\/div>\n\n        \t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-788ced8 elementor-widget elementor-widget-spacer\" data-id=\"788ced8\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-787493d elementor-hidden-mobile\" data-id=\"787493d\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-c92376f elementor-widget-tablet__width-initial elementor-widget elementor-widget-image\" data-id=\"c92376f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/cba-design.com\/united-states\/pulse-2025\/\">\n\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1400\" height=\"788\" src=\"https:\/\/cba-design.com\/united-states\/wp-content\/uploads\/sites\/3\/2025\/01\/01_Pulse_Key-Visual-1400x788.jpg\" class=\"attachment-large size-large wp-image-13662\" alt=\"\" srcset=\"https:\/\/cba-design.com\/united-states\/wp-content\/uploads\/sites\/3\/2025\/01\/01_Pulse_Key-Visual-1400x788.jpg 1400w, https:\/\/cba-design.com\/united-states\/wp-content\/uploads\/sites\/3\/2025\/01\/01_Pulse_Key-Visual-1120x630.jpg 1120w, https:\/\/cba-design.com\/united-states\/wp-content\/uploads\/sites\/3\/2025\/01\/01_Pulse_Key-Visual-520x293.jpg 520w, https:\/\/cba-design.com\/united-states\/wp-content\/uploads\/sites\/3\/2025\/01\/01_Pulse_Key-Visual-768x432.jpg 768w, https:\/\/cba-design.com\/united-states\/wp-content\/uploads\/sites\/3\/2025\/01\/01_Pulse_Key-Visual-1536x864.jpg 1536w, https:\/\/cba-design.com\/united-states\/wp-content\/uploads\/sites\/3\/2025\/01\/01_Pulse_Key-Visual.jpg 1920w\" sizes=\"(max-width: 1400px) 100vw, 1400px\" title=\"\">\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-d618efc elementor-hidden-desktop elementor-hidden-tablet elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-invisible\" data-id=\"d618efc\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;animation&quot;:&quot;fadeIn&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-1ff49ff\" data-id=\"1ff49ff\" data-element_type=\"column\" data-e-type=\"column\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-23536df elementor-widget elementor-widget-text-editor\" data-id=\"23536df\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><i style=\"font-family: var( --e-global-typography-secondary-font-family ), Sans-serif;\"><span data-contrast=\"none\">This article is the first in a series inspired by the insights introduced in our Pulse 2025 report.<\/span><\/i><i style=\"font-family: var( --e-global-typography-secondary-font-family ), Sans-serif;\"><span data-contrast=\"none\">\u00a0<\/span><\/i><span style=\"font-family: var( --e-global-typography-secondary-font-family ), Sans-serif;\" data-ccp-props=\"{&quot;134233117&quot;:true,&quot;134233118&quot;:true}\">\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-fe5e33b elementor-widget-tablet__width-initial elementor-widget-mobile__width-initial elementor-hidden-desktop elementor-hidden-tablet elementor-widget elementor-widget-image\" data-id=\"fe5e33b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/cba-design.com\/united-states\/pulse-2025\/\">\n\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1400\" height=\"788\" src=\"https:\/\/cba-design.com\/united-states\/wp-content\/uploads\/sites\/3\/2025\/01\/01_Pulse_Key-Visual-1400x788.jpg\" class=\"attachment-large size-large wp-image-13662\" alt=\"\" srcset=\"https:\/\/cba-design.com\/united-states\/wp-content\/uploads\/sites\/3\/2025\/01\/01_Pulse_Key-Visual-1400x788.jpg 1400w, https:\/\/cba-design.com\/united-states\/wp-content\/uploads\/sites\/3\/2025\/01\/01_Pulse_Key-Visual-1120x630.jpg 1120w, https:\/\/cba-design.com\/united-states\/wp-content\/uploads\/sites\/3\/2025\/01\/01_Pulse_Key-Visual-520x293.jpg 520w, https:\/\/cba-design.com\/united-states\/wp-content\/uploads\/sites\/3\/2025\/01\/01_Pulse_Key-Visual-768x432.jpg 768w, https:\/\/cba-design.com\/united-states\/wp-content\/uploads\/sites\/3\/2025\/01\/01_Pulse_Key-Visual-1536x864.jpg 1536w, https:\/\/cba-design.com\/united-states\/wp-content\/uploads\/sites\/3\/2025\/01\/01_Pulse_Key-Visual.jpg 1920w\" sizes=\"(max-width: 1400px) 100vw, 1400px\" title=\"\">\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e387872 elementor-widget elementor-widget-text-editor\" data-id=\"e387872\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Our report offers 9 fundamental insights, illustrated by more than 60 global case studies, to help you create positive impact and identify strategic opportunities for your brand.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-306df23 cba-button-red elementor-align-center elementor-mobile-align-center elementor-widget-tablet__width-inherit elementor-widget elementor-widget-cba-boutons\" data-id=\"306df23\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"cba-boutons.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t        \t\t<div class=\"elementor-button-wrapper\">\n        \t\t\t<a href=\"https:\/\/cba-design.com\/united-states\/pulse-2025\/\" target=\"_blank\" class=\"elementor-button-link elementor-button elementor-size-xl\" role=\"button\">\n        \t\t\t\t            <span class=\"elementor-button-content-wrapper\">\n                            <span class=\"elementor-button-icon elementor-align-icon-left\">\n                <i aria-hidden=\"true\" class=\"fas fa-download\"><\/i>              <\/span>\n                            <span class=\"elementor-button-text\">Discover more <\/span>\n            <\/span>\n                    \t\t\t<\/a>\n        \t\t<\/div>\n\n        \t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c04ec35 elementor-widget elementor-widget-spacer\" data-id=\"c04ec35\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-69eaa4e elementor-hidden-mobile\" data-id=\"69eaa4e\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-cc80e83 elementor-widget-tablet__width-initial elementor-widget elementor-widget-image\" data-id=\"cc80e83\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/cba-design.com\/united-states\/pulse-2025\/\">\n\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1400\" height=\"788\" src=\"https:\/\/cba-design.com\/united-states\/wp-content\/uploads\/sites\/3\/2025\/01\/01_Pulse_Key-Visual-1400x788.jpg\" class=\"attachment-large size-large wp-image-13662\" alt=\"\" srcset=\"https:\/\/cba-design.com\/united-states\/wp-content\/uploads\/sites\/3\/2025\/01\/01_Pulse_Key-Visual-1400x788.jpg 1400w, https:\/\/cba-design.com\/united-states\/wp-content\/uploads\/sites\/3\/2025\/01\/01_Pulse_Key-Visual-1120x630.jpg 1120w, https:\/\/cba-design.com\/united-states\/wp-content\/uploads\/sites\/3\/2025\/01\/01_Pulse_Key-Visual-520x293.jpg 520w, https:\/\/cba-design.com\/united-states\/wp-content\/uploads\/sites\/3\/2025\/01\/01_Pulse_Key-Visual-768x432.jpg 768w, https:\/\/cba-design.com\/united-states\/wp-content\/uploads\/sites\/3\/2025\/01\/01_Pulse_Key-Visual-1536x864.jpg 1536w, https:\/\/cba-design.com\/united-states\/wp-content\/uploads\/sites\/3\/2025\/01\/01_Pulse_Key-Visual.jpg 1920w\" sizes=\"(max-width: 1400px) 100vw, 1400px\" title=\"\">\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-0275ad2 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"0275ad2\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-9b4d5ef\" data-id=\"9b4d5ef\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-0125365 elementor-hidden-mobile elementor-widget elementor-widget-heading\" data-id=\"0125365\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Seize the opportunity to enhance your brand!<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-24b8dad elementor-hidden-desktop elementor-hidden-tablet elementor-widget elementor-widget-heading\" data-id=\"24b8dad\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Seize the opportunity to enhance your brand!<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7d471b6 elementor-align-left elementor-mobile-align-center cba-button-default elementor-widget elementor-widget-cba-boutons\" data-id=\"7d471b6\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"cba-boutons.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t        \t\t<div class=\"elementor-button-wrapper\">\n        \t\t\t<a href=\"https:\/\/cba-design.com\/united-states\/contact\/\" class=\"elementor-button-link elementor-button elementor-size-sm\" role=\"button\">\n        \t\t\t\t            <span class=\"elementor-button-content-wrapper\">\n                            <span class=\"elementor-button-text\">Let's get in touch!<\/span>\n            <\/span>\n                    \t\t\t<\/a>\n        \t\t<\/div>\n\n        \t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Remember the last time you scrolled through TikTok and saw a brand collaboration so bizarre it made you laugh out loud? Maybe it was pickle-flavored soda, or a luxury fashion house selling Crocs encrusted with\u2026 something. Welcome to the era of the Playful Extravaganza, where brands are ditching the predictable and embracing the absurd to [&hellip;]<\/p>\n","protected":false},"author":43,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"tags":[],"blog_categorie":[41],"class_list":["post-14141","post","type-post","status-publish","format-standard","hentry","blog_categorie-insight"],"acf":[],"lang":"en","translations":{"en":14141},"pll_sync_post":[],"_links":{"self":[{"href":"https:\/\/cba-design.com\/united-states\/wp-json\/wp\/v2\/posts\/14141","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/cba-design.com\/united-states\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/cba-design.com\/united-states\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/cba-design.com\/united-states\/wp-json\/wp\/v2\/users\/43"}],"replies":[{"embeddable":true,"href":"https:\/\/cba-design.com\/united-states\/wp-json\/wp\/v2\/comments?post=14141"}],"version-history":[{"count":3,"href":"https:\/\/cba-design.com\/united-states\/wp-json\/wp\/v2\/posts\/14141\/revisions"}],"predecessor-version":[{"id":14165,"href":"https:\/\/cba-design.com\/united-states\/wp-json\/wp\/v2\/posts\/14141\/revisions\/14165"}],"wp:attachment":[{"href":"https:\/\/cba-design.com\/united-states\/wp-json\/wp\/v2\/media?parent=14141"}],"wp:term":[{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/cba-design.com\/united-states\/wp-json\/wp\/v2\/tags?post=14141"},{"taxonomy":"blog_categorie","embeddable":true,"href":"https:\/\/cba-design.com\/united-states\/wp-json\/wp\/v2\/blog_categorie?post=14141"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}