Who wants to be a (digital) creative?
I have a few points to prove here. And you might wan to join in.
I’ve always thought I was good at being a creative. Not your John Hegarty type of creative, with amazing craft skills. More of a Bogusky / Droga type (I’m not comparing myself with these people here), the kind of ‘great stuff’ skills.
Anyway, as a planner / account man the worse thing you can do at your job is probably try to write the ads that answer your brief. And as soon as you put starters for 10 on the table, they are likely (in most agencies) to be ignored because they come from you!
As a traditional creative, you might have heard of all this digital non-sense, and that it looks like it might finally stick around. But you don’t know where to start with it, a bit embarrassed to present or even judge ideas at your day job.
Even if you are a top digital creative, chances are that most of the stuff you put accross is too good to be actually understood by the client.
Or you are just trying to get in digital but don’t yet have anything to show.
Almost everytime when, for various reasons, I had to play at being a creative, I actually managed to get some decent ideas accross, but more importantly I was jumping with joy like a 4 years old with a box of painting tools.
Actually having to use my creativity made extremely happy. And because we don’t always have the opportunity to do it in our day to day job, I thought I’d try to change that.
So, I’ve come up with the following idea: the digital brief. (I will need help for the name). It’s inspired by the account school of planning Russell started, I think, and is now carried out by Rob.
How it could work:
– I will put a brief up here (frequency to be decided). A real brand that doesn’t do any good work and could do with a bit of help.
– The goal will be to answer the brief with digital work only. The more creative and digital the better. It’s not about writing 30 sec or posters, but the opposite. Exploring interacticity, technology, social media and see how we can mix them in advertising.
– No budget problem, no client, only the limits of your imagination (!)
– You can only present one idea by person, in any way you want (it can be a word doc, pictures, a presentation, a collage, whatever suits you). It needs to be electronisable though so I can put it up here.
– I could get some judges to decide on the best work, but I think it’d it go against the purpose. We should all be judge of it.
– I want to encourage collaboration, so actually everyone should be able to build on anyone’s work. You don’t get a yes or a no as an answer to your idea. Someone might find it interesting an build on it.
(Someone’s probably tried to do something similar but I haven’t heard of it. Yet). I actually tried to see if a course like that existed but I couldn’t find anything. Feel free to point me in the right direction.
This is the opportunity for everyone who’s a bit frustrated at their current job to have a bit of fun and more importantly, BE CREATIVE. Because you are not just creative if your title says so.
You don’t need anything to participate apart from:
a/ Imagination (I know…)
b/ A good understanding of the web
The points I want to make:
– You don’t need to have done St Martins school to be good with ideas (although it sure helps for executing)
– Anyone’s creativity can be encouraged and stimulated. Agencies’ structure are strangling creativity. It needs to be liberated
– We can do as good a work with ‘non-creative’ people collaborating than most agencies’ creative department
– We can get clients to be more excited by doing digital work
– We can be better at our jobs (whatever it is) by understanding the creative process and digital.
– It will actually be a lot easier to understand digital if we ‘do’ something tangible for a brand as opposed as talking about brands without focus
– If we actually know the right people, we might even want to try to build or create one or two of the ideas that get generated. And we win the Cannes Titanium next year 😉
Does it sound like something you’d like to be part of? You actually need to leave me a comment. If you are just thinking it, I won’t know and I migh not start it.
I’m gauging interest here, and if there is enough, we’ll get cracking. I already know which brief I want to give you.