Strategic creativity: it’s not just thinking differently, it’s thinking with purpose

There is an almost romantic idea of creativity: the notion that “thinking outside the box” is synonymous with success. Many brands ask for ideas that have never been seen before, believing that the difference lies solely in shock value or originality. But the truth is quite different: creativity only has a real impact when it serves a purpose. Rather than inventingsomething eccentric, it is about solving problems, reinforcing values and creating connections with people.
A good example of this approach came from Portugal, with IKEA’s ‘Hidden Tags’ campaign. To celebrate the brand’s 20th anniversary in the country, its communications agency came up with a simple but brilliant idea: to challenge consumers to find production labels hidden in the furniture. What seemed like an irrelevant detail became proof of durability and emotional connection. The result was surprising: thousands of entries, increased sales, growth in the
loyalty programme and international recognition at Cannes Lions, the world’s largest creativity festival. The campaign took a common perception (‘will it last?’) and turned it into a collective brand celebration. A clear case of strategic creativity: simple in execution, powerful in results.
Another emblematic case is Volvo’s ‘Epic Split’. How do you communicate something as technical as the dynamic truck steering stability? Instead of getting lost in complex and boring terms, the brand hired Jean-Claude Van Damme to perform the iconic split between two moving vehicles. A simple visual gesture that made the product’s precision evident. The video
went viral, with over 100 million views, and proved that even technical features  can gain emotional power when communicated in an original way.
These examples show that strategic creativity does not depend on tricks, but on relevance.
IKEA did not invent an extravagant concept, it highlighted a detail that already existed in its products. Volvo did not create an abstract metaphor, it showed, in a memorable way, what was unique about its technology.
The same applies to other international cases, such as Dove’s ‘Real Beauty Sketches’ or Always’ ‘Like a Girl.’ These campaigns became cultural landmarks not because they were the most daring, but because they touched on profound truths about identity, self-esteem, and empowerment.
In the end, thinking creatively is not just thinking differently. It is thinking with intention. It is realising that the right idea is not the most eccentric one, but the one that best responds to a real consumer insight, reinforces brand values and delivers tangible results. Strategic creativity is just that: not thinking outside the box, but the ability to redesign the box itself so that it
makes sense to those who matter – people.