more thoughts
so this brief thing got me thinking.
i wrote these thoughts that i just seem to remind myself every year. it´s ok, because rethinking what you believe is not a bad exercise, it actually renews your spirit in a way.
beyond the today spot or ad. beyond the idea for now. beyond the prize. is objective. before all that is strategy and somewhere in between, conceptual coherence. whoa!
let´s start over.
beyond the solitaire idea for an ad, which is a good exercise now and sometimes, sadly, due to clients that don´t have or don´t allow themselves to have a a defined strategy, what we must create are embracing (global, big, whatever. strategic) ideas.
in what instance? from the start. not on the first brief. before that. to build campaign proposals, not just cumulus ads that get distorted along the way. strategy first. big brain muscle strain from the start. uurrrgghh! really. and i´m not talking about the brainstorming crap that arrives at "magical" concepts that get passed around by creatives and each of them have gremlin+water-like idea parties all over it and then end up blaming the client for not accepting "my cannes winning ad".
boom! yes, boom! smack! define. it´s like that. it´s over.
do momentum, long term, medium term, hold on to it, then try to go with something else.
like Lurpak or Honda or The Guardian, yes, all W+K London. but really, genius. cheers. i mean look at ad by ad and you won´t see any big award winning ideas (i think). but, step a bit further from the table and you´ll see that they aren´t big ideas but are part of a big idea. and, at the end, that´s what really makes the work valuable.
the encrypted brief
This brief* is in Filipino.
today i received a nebulous brief. i´m a bit dumb but this one was puzzling.
i solved the ordeal going downstairs and having a conversation with the one who did it. what did you mean? i meant this and that. oh, ok, great.
shouldn´t briefs be that? a conversation? i mean the client or some of them anyways can talk the business talk but not the brief. not the brief! (imagine saying brief with a roller coaster kind of phonetic. not the brrrriiiieeeff...) anyways.
and you know what else. put life into it. pour your heart into it. any ideas you might have!
hell, come upstairs and we´ll do it together! planners, you too! let´s start from scratch and get this thing rolling on a brief full of ideas! let´s dance on the table! you, yes, you, and you, come... ok bye.
*Also doesn´t obey the laws of quantum physics.found a spot in the bin
in a café. this guy is talking business with some other guy and his mobile rings. he changes his voice to answer and talks like a woman saying her boss is not in at the moment and if they´d like to leave a message. she/he hungs up, changes his voice back and keeps talking to the other guy as if nothing had happened.
we did this spot 2 years ago for an office rental service called Business Center that was really complete, that means you had everything, even a secretary.
there was a couple more, but this is was the stupidest one.
the draft on the cork
SANDEven though you hide my sunglasses,
stick to the sunscreen,
sting when the wind blows
and burn my feet when I want to go in the sea.
Everything´s alright with you.
do something today. it´s mother´s day everyday.
as a brand, why wait ´till mother´s day to say "happy mother´s day"? so you can say it with the rest of them? no. say it when no one says it. if you can, do something today. escape noise, it fucks up communication. as strategy i think it´s a thought with a little nice beginning, then you can build on it. specially if your peeps are mothers. always try to go with something else, it´s mother´s day everyday.
thank you: pravda
radiohead full of ideas
here. tune is out.
buy a bit. remix. upload.
if it´s good, they will listen.
brilliant.
found: the smell of fish and chips
imagination drafts
NEW EXCLUSIVE FLOOR FOR KIDS.Like imagination. It helps to do everything easier.
Drafts of one of the failed pitches we did for a hospital about a year ago.