The Musings Of An Opinionated Sod [Help Me Grow!]

The Truth About Work … ?

We recently talked to a load of 25-40 year old’s about their level of job satisfaction and found most weren’t that happy with their working life.

Many felt they were underpaid, expected to work stupidly long hours, had little career growth opportunities [unless they changed job or the person above them changed jobs] and were treated as a ‘number’ rather than as a human.

Sure, not everyone felt this way – but it was still a pretty alarming percentage and this reminded me of a great, great, great campaign developed by Naked for one of those ‘Instant Soup’ manufacturers.

Basically they were given a brief to get more and more office workers drinking soup in the office.

Whereas they could have gone with the usual bollocks – like it being a quick, easy and tasty lunch alternative – they tapped into this ‘job dissatisfaction’ attitude with this wonderful idea …

“COMPANIES LIKE YOU DRINKING COFFEE AS IT KEEPS YOU ALERT AND MAKES YOU WORK LONGER HOURS.  REBEL, DRINK SOUP!”

How good is that eh? Brilliant – and all because they tapped into a powerful cultural / lifestyle insight as opposed to the usual ‘consumption / brand’ insight that most others would do.

If you want to be creative, look beyond the category norms, and delve into how people feel about life etc – otherwise don’t complain when the creatives come back with communication like everyone else.

They say a good workman never blames his/her tools – well, I do think a good creative has the right to blame his/her planner if they don’t give them something fresh [yet relevant] to work with.

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