A long time ago, when I first moved to Shanghai, I wrote a post about how I felt China practiced what I called practical creativity.
Now while their has been significant improvement in the attitude towards innovation over the past 7 years – especially in terms of using technology to make life more convenient – the ‘functional’ element of creativity still exists.
Recently I saw another example of this.
Except it’s older than the stuff I used in my original post.
And it’s not true … more a story that grew into legend.
But that aside, it reinforces my point that there seems to be a major difference between the attitude of commercial creativity in the West and the commercial creativity in the East and both could do with taking a bit from each other.
Funny eh?
And while the true story behind the development of the ‘space pen’ is quite different to what is stated in this article [it was more a product of marketing than conquering the universe] the issue it raises is what adland seems to value in creativity.
Would ‘using a pencil’ be seen as successful in industry awards?
Probably not.
Even in Effies, I question if anyone would bestow anything on it other than ridicule.
But the pen might … with the right case study video attached, detailing the struggle to reinvent writing or some other headline worthy statement.
And that bothers me because commercial creativity will always start with the mind and if we ignore that in favor of the eyes and our egos, then we will be walking even further away from developing the ideas that I know we are capable of making that can fundamentally impact culture and commerce.
Don’t get me wrong, it’s great to try and push what is possible … but when you’re over-engineering a solution for no other reason than trying to win an award, then you should get fists in the face rather than applause.
Maybe Andy was right.
Years ago he told me the reason why judges at awards often favour scam is because it satisfies their ego to be associated with ‘ideas’ that allegedly push what is possible … even if it’s not real or effective.
Which is why most of the ‘innovation’ ideas that are awarded in advertising shows never gets to see the light of day.
Remember Peggy?
I rest my case.