I feel compelled to write this, as it seems society suffers from a general malaise of apathy, and it very often permeates into our industry and fustrates the hell out of me. However, as always, I want to focus on the positive, and the great things that happen when passion and positivity prevail and when you tap into the part of your brain that defies conventions, ignores “the way we always do it” and creates something entirely different.
I have two examples of this. One is the fantastic idea, developed by the genius of our digital guru’s, that I had the absolute pleasure of presenting at an important pitch a while ago. I can’t talk in detail about this idea yet – but watch this space. They were expecting a normal ttl campaign, and we totally blew them away with our thinking – that’s a great feeling.
The other is this campaign for lotus
Love it or hate it – the idea is certainly different – and creates standout. I personally think that this is too much of a stunt, and not sufficiently grounded in either the aspirations of the target audience, nor fully emmerses the audience in the personality of the brand – but its a step in the right direction..
So the moral of the story today kids – when you’re thinking “it’ll do” or “at least this will get it off my desk” STOP! – take the time to push for something amazing, and although that takes a lot more effort – it’ll be well worth it in the end..
Improving the way you prospect for new business 