This Rainforest Alliance promo broke through the fog of overwhelming learning and life changes that have prevented me from posting recently. Awesome work.
Though, I have to say, the creative strategy of showing what you won’t do/don’t actually want to happen follows closely to that of Direct TV’s "Get Rid of Cable" campaign. If you’re into that kind of thing…
One of my favorite banner campaigns from the last year, I love how this work for Stockholms Stadsmission asks people to give what they can without badgering or begging. The results show that good creative can generate unthinkable impact, with almost no budget, for a worthy cause.
What I learned from the superbowl this year: Confetti magnifies whatever emotion you’re having X100.
I started reading this article because I thought it would provide some interesting cultural insights for our competitive fast food blog. And that wasn’t, exactly, right. But I’m really glad I read it.
Louy CK has some great stuff to say about his goodwill model for ticket sales, the down economy, and how he basically does his part through karma. He also talks about starting out the way you want to, and sticking with your creative vision. Great read.
I’m writing an entry for the Chiats.
It’s difficult. It’s fucking, really hard. But at some point, you break through the glass pane keeping you from the brilliance of what you want to say. And then someone turns on the brights and your brilliance is like, a horrible mutant with fingernails sticking out all over its body. And you need to fix it up. There’s no right way to post-rationalize your mutant brilliance. But it must be done. And to everyone’s satisfaction. Put a bow on it. Take it through the car wash. Dress it up like Don Draper—anything.
After getting feedback on my first draft, my planning director told me how writing awards entries now affects how he writes his briefs. “What’s the Effie line, here?” Uh huh. I thought. Right, even for fast food. ‘It’s a chicken Tenders Sandwich’. Super strategically satisfying. "You know, like ‘Guys hate choosing between sausage and bacon. That could win an Effie." "What." "Yeah, totally. That’s a deep cultural insight."
I work on a fast food brand. It’s simple. The demographic is simple. The objective is simple. I don’t find the day to day strategy particularly…stimulating. But now I realize that, well, I’m just not taking liberties with it. I’m not thinking Effies. And you know what, you can. Every day when you sit down to write you’re either being crushed by so-called reality, or opening the portal to planner fantasy land. Which one do you think will produce better work?
In a creative field, it’s crucial to let yourself experience a range of emotions, neither grinding away every day…or imbibing the whole beer fridge.
This just in [well, as of two months and a lot of research ago]: Happy, relaxed people are more likely to innovate, while those who are a little sad have more persistent creative grit.