This year’s ‘theme’ for the Eurovision Song Contest has been announced. The key phrase is “We Are One” and the marketing image is… well, it’s a butterfly that looks like it’s been attacked by a Dulux factory.
Eurovision Song Contest is a shared project that unites millions of people in the east, west, north and south. Beyond all the glitter, there is a thought. A big idea that is 100% relevant for Public Service. It’s about togetherness, diversity and happiness.
Eurovision Song Contest might appear as a trivial matter. But a trivial matter that engages over one hundred million people of all ages in more than 40 countries all over the world. And today science knows that sometimes small matters can start powerful and big movements. This phenomenon is called ”the Butterfly Effect”. A flap from one butterfly can – at least in theory – start a hurricane.
Butterflies have one common name, but exist in thousands of different shapes and colours. Just like the Eurovision Song Contest – one strong identity, with rich national diversities. If we all engage and work together, we can achieve anything – We are one.
If you have to spend three paragraphs explaining the visuals, then your visuals aren’t getting the message over. Or you’ve been watching too much Twenty Twelve.