advertising ideas seem hard to break free from

Two creatives moved on to become creative directors at another agency here in London. I liked them a lot, not just for interesting lunch companionship and constant laughter, but because they had a very firm opinion. Thankfully they’re wrong. Otherwise I wouldn’t write this post and get to share a great case movie. Actually I would because it’s brilliant.

How the f**k can f**king Twelpforce win a f***ing Titanium Lion?!?!
He takes another sip from his beer. A Doom Bar I believe.
It’s fucking ridiculous, it’s not an idea!

Following this was a long discussion about creativity. A discussion that sometimes sounded as if creativity was exclusive to the advertising business.

It’s not an idea!!

Wrong. It’s not an ad idea. And let me just say, I’m not sure I agree Twelpforce was worthy of a Titanium Lion either, but it did deserve to win. But that’s not really the point. The point is the danger of being so hung up on ad ideas. Still. Today. With all the new possibilities of solving challenges and client briefs. Anyways.

About great ideas (period); here’s one from Miami Ad School for UNICEF.

UNICEF – Donate a word from Katharina Schmitt on Vimeo.

Bloody brilliant.