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

Creativity Creates Value …

A few weeks ago I was asked to talk to a board of directors about creativity in business. Specifically, how they could encourage more of it.

I showed them this:

I had seen this image on Twitter and fell in love with it.

Yes, it’s a small thing, but it’s an important one.

Alright … before I go over the top, I do appreciate it’s simply a napkin holder with some words printed on it and there’s millions of companies that offer that.

But instead of just putting their company name on it – or NAPKINS in big letters – someone at this shop saw the opportunity to use them to add charm and value to their brand and product.

Hell, I’ve seen 3 minute TV commercials that can’t achieve that.

And all it took was 4 words.

Four words to turn a lowly napkin into a Donut Evidence Removal Kit. A Donut Evidence Removal Kit that celebrates the deliciousness of their food. That acknowledges what you’ve just eaten is definitely on the naughty side of indulgence.



And yet it all comes together to convey a ridiculous amount of cheeky charm for a shop that, whatever way you look at it, simply sells fried dough.

So don’t tell me creativity doesn’t add value or drive business.

It can make more of a claim for effectiveness than logic ever will.

15 Comments so far
Leave a comment

be honest campbell. they had you at donuts.

Comment by andy@cynic


Comment by Rob

anyone who makes donuts proof of creative effectiveness cant be all bad. you just try really fucking hard campbell.

Comment by andy@cynic

That’s a hell of a write-up for a napkin.

Comment by DH

Shortly after this photo was taken, Rob bought all the donuts and sat in a corner eating them.

Comment by Bazza

And expensed them.

Comment by John

I’d never expense them John. I’d get someone else to pay for them in the first place.

Comment by Rob

he isnt that fucking positive about queen.

Comment by andy@cynic

Did the directors try to buy Krispy Kreme or did they understand what you were saying?

Comment by John

It’s good Robert. Not sure if it is as good as you seem to think it is.

Comment by George

Heathen. Haha.

Comment by Rob

Donut? Have you become American over the weekend, Robert?

Comment by Lee Hill

Apparently. What was I thinking???

Comment by Rob


Comment by andy@cynic

You might be overselling it, but I can’t dismiss your point about it being more effective and interesting than a lot television commercials.

Comment by Pete

Leave a Reply