GOT A BIG IDEA? PUNCH A HOLE IN IT / BY JOHN TREACY, CREATIVE DIRECTOR AT ELVIS
1 July 2010
It may seem like a strange thing to say as we come out of the worst recession in living memory but I believe there has never been a better time for big, brave ideas
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Firstly, I should probably describe what I think a big idea is. A big idea doesn't have to be a big budget beautiful piece of film. Quite the opposite, in fact. Whatever the budget, a truly big idea leaves room for the consumer to contribute to it, to interact with it and share it.
Dare, our sister agency has coined a phrase for ideas like these - 'ideas with a hole'. These are ideas that leave that all important space for the consumer get involved.
One of my favourites from last year was the campaign by Saint for the 'Decode: digital design sensations' exhibition at the V&A. Saint commissioned Karsten Schmidt to design an open source digital identity for the exhibition. Visitors to the Decode website were given the option to create their own version of the identity.
They could either manipulate Schmidt's piece or they could create something completely original by downloading the open source code. All new versions of the identity were posted on the decode site. These were then displayed as posters on the underground on HD projector screens. The identity evolved over the course of the exhibition, reflecting the interactive nature of the exhibits themselves while keeping the communications for the show fresh and innovative.
Another slightly more 'traditional' idea was the 'Most interesting man in the world' developed by EURORSCG for Dos Equis. They created an erudite, smooth talking character who has been described as the love child of James Bond and Hugh Hefner. This is a man so smooth that he 'once had an awkward moment, just to see how it feels'.
Brilliantly funny TV spots were combined with a whole host of other activity to engage consumers in the characters world. The activity cumulated in the 'death' of the MIM's right hand man, Steve. An elaborate funeral procession was staged and although unable to attend in person the MIM gave a eulogy, where he announced he would be accepting applications for his successor. The six-month programme invited applicants to prove their mettle, competing for the honour of becoming his assistant along with a cameo appearance in a TV spot.
What these 'ideas with a hole' have in common is the fluid way they use on and offline media as well as harnessing the power of PR. This allows consumers to get involved with the idea, to build on it, and have a conversation about the idea in a way that would have been impossible 10 years ago. In the case of the decode campaign the idea was 'surrendered' to the general public for them to re-model to their own tastes. The agency and client bravely took a step back and let the campaign take on a life of its own.
The challenge in creating and implementing 'ideas with a hole' for clients and agencies alike, is being able to structure their business to deliver this kind of work. Agencies need to bring the right skills under one roof with no hierarchy of specialism, all brought to the table at the earliest stages of planning. There is no room for bolt ons here. In the same breath, clients need to get their various different agencies working together, seamlessly, towards one shared goal. Not an easy task by any stretch.
These challenges mean that the only way these ideas will ever happen is if both clients and agencies are braver. And after a year of doom and gloom and playing it safe, wouldn't it be nice to work on a big, brave, multi-channel idea that made your brand famous?
After recently chairing the creative judging at the MCCA Best Awards, it was clear that yes, there are agencies that are pushing their creative boundaries and producing their best work yet, but there is room for us to take it so much further. We have the potential to be a part of something exciting, to work on big ideas that resonate with people and influence behaviour. Isn't that why most of us got into the industry in the first place?
In my opinion, we have never had such a golden opportunity to really change the way brands communicate with consumers, and vice versa, influence how consumers choose to communicate with brands.
All clients and agencies have to do is find a brilliantly original idea, punch a dirty great hole in it, and leave the rest to the people.
Dare, our sister agency has coined a phrase for ideas like these - 'ideas with a hole'. These are ideas that leave that all important space for the consumer get involved.
One of my favourites from last year was the campaign by Saint for the 'Decode: digital design sensations' exhibition at the V&A. Saint commissioned Karsten Schmidt to design an open source digital identity for the exhibition. Visitors to the Decode website were given the option to create their own version of the identity.
They could either manipulate Schmidt's piece or they could create something completely original by downloading the open source code. All new versions of the identity were posted on the decode site. These were then displayed as posters on the underground on HD projector screens. The identity evolved over the course of the exhibition, reflecting the interactive nature of the exhibits themselves while keeping the communications for the show fresh and innovative.
Another slightly more 'traditional' idea was the 'Most interesting man in the world' developed by EURORSCG for Dos Equis. They created an erudite, smooth talking character who has been described as the love child of James Bond and Hugh Hefner. This is a man so smooth that he 'once had an awkward moment, just to see how it feels'.
Brilliantly funny TV spots were combined with a whole host of other activity to engage consumers in the characters world. The activity cumulated in the 'death' of the MIM's right hand man, Steve. An elaborate funeral procession was staged and although unable to attend in person the MIM gave a eulogy, where he announced he would be accepting applications for his successor. The six-month programme invited applicants to prove their mettle, competing for the honour of becoming his assistant along with a cameo appearance in a TV spot.
What these 'ideas with a hole' have in common is the fluid way they use on and offline media as well as harnessing the power of PR. This allows consumers to get involved with the idea, to build on it, and have a conversation about the idea in a way that would have been impossible 10 years ago. In the case of the decode campaign the idea was 'surrendered' to the general public for them to re-model to their own tastes. The agency and client bravely took a step back and let the campaign take on a life of its own.
The challenge in creating and implementing 'ideas with a hole' for clients and agencies alike, is being able to structure their business to deliver this kind of work. Agencies need to bring the right skills under one roof with no hierarchy of specialism, all brought to the table at the earliest stages of planning. There is no room for bolt ons here. In the same breath, clients need to get their various different agencies working together, seamlessly, towards one shared goal. Not an easy task by any stretch.
These challenges mean that the only way these ideas will ever happen is if both clients and agencies are braver. And after a year of doom and gloom and playing it safe, wouldn't it be nice to work on a big, brave, multi-channel idea that made your brand famous?
After recently chairing the creative judging at the MCCA Best Awards, it was clear that yes, there are agencies that are pushing their creative boundaries and producing their best work yet, but there is room for us to take it so much further. We have the potential to be a part of something exciting, to work on big ideas that resonate with people and influence behaviour. Isn't that why most of us got into the industry in the first place?
In my opinion, we have never had such a golden opportunity to really change the way brands communicate with consumers, and vice versa, influence how consumers choose to communicate with brands.
All clients and agencies have to do is find a brilliantly original idea, punch a dirty great hole in it, and leave the rest to the people.
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