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


Another Day, Another Postbox Post …

No, I don’t know what’s with all the postbox posts [even though in reality, there’s only been 2 in 16 years] but just like that old adage of ‘you wait for a bus and then 2 come at once’ … here is a second post about postboxes in a week.

First of all, DO NOT PANIC.

It is not as sentimental as yesterday’s.

Probably.

But recently someone sent me a photo of this …

Yes, that’s a sticker rather than a real ‘blue plaque’.

Yes, it’s about Danger Mouse rather than a real* historical figure.

But it’s still absolutely fucking awesome.

For those who don’t know what a blue plaque is a permanent sign installed in public places that commemorate a link between that specific location and a famous person, event, or a former building that serves as a historical marker.

[Yes, I did get that from Wikipedia]

For those who don’t know who Danger Mouse is … then I just feel sorry for you, because he’s the best. At least the 80’s version of him … not to mention his sidekick, Penfold – who a certain past commentator on this blog once said I had an alarming resemblance to.

Though he also once said that about the comedian Harry Hill … all because that I once turned up at a Coca-Cola event in a suit.

That said, when I look at a photo of that event – from 1996 – even I have to admit there is more than a passing resemblance to both of them. Though as tragic as that is, I ended up winning ‘best dressed’ for simply not wearing shit jeans and an ironic t-shirt, which pleased me no end but pissed off all the very glamorous female guests who were in attendance.

Anyway, if you need more info on Danger Mouse, please go here.

And to see me – I mean Penfold – please go here.

Or just look at this …

But the real reason I love this letterbox with the Danger Mouse blue circle as a sticker is that someone did it.

They decided it would be worth while doing.

Which means having the idea.
Designing it.
Getting it made.
Then going to the postbox on Baker Street in London – where Danger Mouse lives – and sticking it there.
And not just anywhere on the postbox, but low – where DM enters and leaves his place.

Some may say that’s madness.

Some may say that’s a waste of time and money.

But to me, that’s an act of wonderfulness.

A true commitment to craft, creativity and authenticity.

And what’s better is that while many may miss it, those who see it not only love it … but tell people about it. Which is a lot more than many of the multi-million, 48 sheet billboard, TV ads and digital DTC campaigns ever achieve.

So to whoever did this. Thank you.

You restored my faith in craft, commitment and ridiculousness.

And reignited my love of Danger Mouse. [But not Penfold]

__________________________________________________________________________

* Even though Danger Mouse was a fictional character, he lives in my memories and heart and that’s more than some living, breathing people … which means Danger Mouse is real to me. Deal with it.



When An Ad For A Door Handle Is Better Than All The Super Bowl Spots Added Together …

A long time ago, I met a prospective client who absolutely loved Wieden.

They were besotted with them.

I was at W+K at the time and asked them what it was that they liked about us – expecting them to talk about NIKE or some other global work.

Instead they said this:

“Any agency that can make me care about a brand of milk is genius”.

The ad they were talking about was this:

Now while that was nice to hear, there were 2 things that led to them that point of view.

1. They worked in a different market and category to milk, so the fact they saw this, reinforced the stretch of great creativity.

2. They looked for the brand of milk in their local supermarket … which reflected the stickability of great creativity.

Of course, what they were really saying was the secret to great creativity … and that is it changes how you look at the world.

I say this because I recently saw a great example of it.

It may not have the charm of If Cats Had Thumbs.

And it certainly doesn’t have the budget.

But it’s up there with making you stop, think and reassess.

Isn’t that great?

A simple statement that has changed what I think of door handles and the importance of door handles.

Or said another way, it’s made me care – possibly for the first time in my life – about something I use every day of my life, without fail.

When you consider the ad is simply a photo of a bloody door handle, you not only realise how brilliant the idea of equating it to a ‘good’ handshake is, you realise how shit so much advertising must be when they’ve got tens of millions to spend and they still can’t make something you remember.



Connect Don’t Communicate …

As many of you know, I’m quite the emotional guy.

[OK, I get it … that’s an understatement. Let’s leave it there]

But while this can sometimes result in me having an ‘Elton John’ moment [™ Elton John] I have always been a huge believer in the value and importance of empathy.

Part of this is because my Mum always told me to be interested in what others are interested in, but as I got more and more into my planning career, I realised that if you can truly understand the feelings and emotions someone is experiencing, it enables you to make work that others will also feel and resonate with.

A perfect example was this work we did ages ago for Nike in China.

It had already been decided the idea for the global 2012 Olympics Campaign was going to be Greatness. The problem was that when we spoke to kids all over China, they didn’t feel they were ever able to refer to themselves as great.

They felt that was a term saved for the chosen few. The people who the government deemed as having done things that raised the entire nations profile and success.

Of course they didn’t articulate it like this … we got there by spending time with them and slowly pulling away the layers of codes and confusion so we could understand what they wanted to say rather than what was being said.

Or said another way, we wanted to understand rather than get answers.

Now I am not denying it took a while … and I also accept being an Olympic campaign, we had the time and the money to do things right. But the thing is this rigour was worth it … because not only did it turn into an incredible campaign … not only did it become China’s most successful ever campaign … it helped changed attitudes towards what greatness is and allowed millions of kids to feel they could feel valued and valuable.

This is the work.

The reason I say this is because for the past few months, I’ve been working with The University of Auckland’s Creative Thinking Project in exploring new ways to use creativity to engage and deeply resonate with audiences.

Thanks to the work of Sir Richard Faull, Faculty of Medical and Health Sciences at The University of Auckland and Nuala Gregory, a fellow of the National Institute of Creative Arts and Industries – also at The University of Auckland – we have explored and experimented with a whole host of different creative formats to identify which one can create the best conditions for connection.

The findings have been astounding.

While the vast majority of communication spend goes towards television, digital and outdoor advertising … none of these had the same impact on audiences as the power of the poem.

In fact, when poems were used as the content for television, digital and outdoor, the increase in engagement went up on average 13.3%.

THIRTEEN!

OK, I know that may not sound a lot on first impression, but when you consider last year, companies spent SEVEN HUNDRED AND FIVE BILLION DOLLARS GLOBALLY on advertising … if this can improve connection to potential audiences by 13%, then it has huge commercial opportunity.

[And by that, I mean for brands, creativity and the University of Auckland]

Now I suppose on one level, none of this should be a surprise.

Rap is a kind of poetry.

A way to communicate that’s felt as well as heard.

But while we have started to explore this, our focus has been on poetry and the results, as I detailed above, have been fascinating.

Sir Richard believes this may be heavily influenced by the challenges the World has faced over the past few years. Where the feeling of isolation of helplessness has created an yearning for any sort of emotional connection. And while TV may have their manifestos, they often come over as contrived … whereas poems have a fragility to them that enables them to better resonate and connect to audiences.

For example … of the literally thousands of poems tested, this was one that achieved one of the highest scores, despite being from an anonymous author.

Now this mountain I must climb
Feels like the world upon my shoulders
But through the clouds I see love shine
It keeps me warm as life grows colder

While it is deliberately ambiguous, it appeared to connect to audiences as they saw it as capturing the struggles they felt in life. Where there is still an expectation for progress and yet the conditions people find themselves having to deal with are increasingly harsh and difficult.

Other poems that resonated – and follow a similar theme to the previous example, except it is by contemporary poet, Ocean Vuong – include this:

And when your fears subside
And shadows still remain
I know that you can love me
When there’s no one left to blame
So never mind the darkness
We can still find a way

As well as a piece from his work entitled ‘Life’, which has a much darker theme:

Loneliness is my hiding place
Breast feeding my self
What more can I say?
I have swallowed the bitter pill

We are still working on the research but have set up an instagram that lists the poems that have tested particularly well.

I would love it if you could visit the page and let me know how the poems affect you. If they do.

Now I appreciate this leaves me open to all sorts of ridicule.

And I assure you that I am not trying to suggest poems are the future of effective advertising.

This is simply a project to see if there are techniques that allow us to better connect emotionally to audiences without necessarily needing to spend months in the field meeting endless people.

While I am part of this work, it is ultimately the property of Auckland University.

Fortunately, they have said I can promote the work because they would love to have more respondents take part. So if you are interested in discovering more – and helping see where this creative adventure could lead, can I ask you to sign up here.

That said, I would recommend you do it today … because studies have found April 1st is the optimal day to get people to sign up to ‘research’ that is actually just some 80’s song lyrics from Foreigner, Guns n’ Roses and Queen.

Have a great day. I know I will.



Twisted Logic Is More Interesting Than Corporate Logic …

When I was living in Shanghai, I met a young guy who said to me,

“I think the Chinese government are rock n’ roll”.

Given I couldn’t imagine anyone less rock n’ roll, I asked why they said that. To which they replied:

“You told me rock n’ roll was about doing whatever you want to do, regardless what other people think. That’s the Chinese government”.

Mind. Blown.

Never in a million years would I consider the Communist Party rock n’ roll … and now that’s all I can think. I say this because recently I had another of these moments.

It was when I read this:

How amazing is that?!

Now whenever I talk to my friends named Tim, I keep imagining them as a moth.

Which brings me to the point of this post.

If you don’t leave space for conversations and understanding, you will miss out on these little gems of opinion. These things that can make you look at subject in a completely different way. That can take you to different place with even bigger possibilities than you could imagine.

And yet we – as an industry – aren’t leaving space for this.

We actually think getting into the real world is a hindrance.

Too messy. Too much time. Too many opinions.

So we actually advocate building creativity and brands from a weird sort of recipe book.

Where equal parts questionable data, brand assets and self-serving logic come together to make something that looks like a cake but generally tastes bloody awful.

Because we’d rather follow what everyone else does than create something everyone else wants.

Valuing attribution more than change.

Oh don’t get me wrong, I get the importance of all these things.

I agree and value their role in brand building and creativity.

But as I wrote a while back, it’s utterly bonkers that as an industry, we value the condiments of the meal more than the steak.

Recently, someone called me irresponsible for demanding my team spend time meeting, talking, listening and understanding people from all walks of life.

They literally used that word: Irresponsible!

Now I don’t mind admitting there’s many things I could be accused of being irresponsible for, but valuing the role culture has in liberating creativity and possibility isn’t one of them.

No wonder society is so bored of what we do.

No wonder brands have had to reframe bribery as loyalty.

Or membership.

Because while we think we have all the answers, culture has the interesting.



Design Changes Possibilities …

Yesterday I wrote about laziness in retail, well today I’m going to write about when you care deeply about it.

Have a look at this packaging:

Maybe it’s because I’m half Italian.

Maybe it’s because pasta is my undisputed favourite food.

Maybe it’s because the brand uses wheat from the region of Italy my family is from.

But how utterly glorious is it?!

It does everything packaging should do …

It is distinctive without trying too hard.

It shows the quality of the product inside.

It feels premium without being pretentious and charming without being childish.

It is a bloody masterpiece.

I love that because the pasta shape is an integral part of the packaging design, it allows the overall look to be clean while still being informative.

What’s even better is that while it started out as a project by Russian designer, Nikita Konkin … it ended up being turned into a real brand by German company, Greenomic Delikatessen, who bought the idea of Nikita.

Or said another way …

Creativity turned an everyday product into something with a highly desirable and distinctive commercial value.

Isn’t it funny how all those marketing training programs being flogged left, right and centre never talk about this sort of thing. Instead it’s all dot-to-dot processes to build identikit branded assets, eco-systems and strategy frameworks.

But then this also shows the difference between design and adland.

Designers identify real problems and look for ways to solve them with clarity, simplicity and distinctiveness. Whereas too many in adland choose what problem that want to solve and then add all manner of complexity to the solution in a bid to look like they’re fucking geniuses or to try and justify the ever decreasing fee the procurement department is forcing on them.

Remember Peggy?

The ‘innovation’ JWT Australia claimed ‘would allow their client to empower people to maximise their day through weather aggregation technology’. What that bullshit translated to was a ‘scam product and app’ that would tell you if it was going to rain so you’d know if you should hang your clothes out to dry

Yep, forget weather apps.

Forget USING YOUR EYES TO LOOK OUT THE WINDOW.

JWT was going to revolutionise the ‘washing line process’.

By making it longer, shitter and more expensive.

Hahahahahahahahahahahahahahahahahahahahahahahaha.

Unsurprisingly nothing happened with it because it was utter bollocks whereas everything happened for Nikita because he actually saw something that had real commercial value without extensive investment.

However in classic Russian melodrama style, he says he came up with the idea when he was “in love and perhaps this influenced me, though it could be just a coincidence” … which suggests he’s no longer in love and probably spending his time designing vodka bottles that look like your heart is dying. Or something.

I have written a lot in the past about the importance and value of design.

Whether it was the brilliant SONOS ‘sound waves‘ or the potential of using BK’s new logo as an emoji for food ordering.

Underpinning all of this is consideration, simplicity and craft.

Yes, I appreciate a personal project affords you more time than a client project … but designers are getting it right more often than adland and yet the talent in adland is there.

There’s tons of it. Everywhere.

And while there are still some amazing things coming out from the industry, I can’t help but feel design is pushing the possibilities of creativity more … which means the issue for adland must be something else.

Whether that is time, expectation, budgets or relationships, I’m not sure … but whatever it is, the attitude of ‘good enough is good enough’ is far too prevalent these days.

Or should I say, it is until someone like Nikita comes along and shows companies what they could have if they allow the experts to show them how they see the World rather than being told what to create by a committee of middle managers who value speed over quality and lack taste, judgement and real understanding of their audience.

It’s not easy to make something great.

But as a packet of pasta proves, it’s worth it.

Creatively, commercially and culturally.