Home > Creativity, idea generation, inspiration > Who wants to be a (digital) creative?

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.

  1. Rob
    June 18, 2008 at 10:13 am

    Bloomin’ brilliant idea – but one of the things I’ve tried to do with A[P]SOTW is to not limit their solution to one media because I’m fed up of people not appreciating / understanding / recognising the value other channels can bring to making an idea work harder and better.

    That’s not to say one medium can’t do it all – of course in some cases it can – but in my experience it’s better when a commercial idea can live free of any one particular channel.

    Of course if the aim of your concept is to increase the standard of thinking in terms of digital, then tell me to shut the fuck up and get on with it, ha!

  2. Digicynic
    June 18, 2008 at 10:19 am

    It is pretty similar. The point is that a digital idea can be anything. A stunt, a video, a documentary, an interactive experiment, an art exhibition…

    But it really is about digital.

    We give them a brief, they (we) crack it with the one online idea.
    It’s really about pushing the boundaries online and having some fun.

  3. Rob
    June 18, 2008 at 1:15 pm

    Next time just tell me to shut the fuck up – everyone else does 🙂

    Oh, and congrats on the award – pity an award based in France spelt the name of their fellow countryman wrongly. Conspiracy theory anyone? Ha!

  4. June 18, 2008 at 3:22 pm

    i´m a creative. i started working as a traditional copywriter but somehow (perseverance?) grew out of that box and now i can´t help thinking ideas across many platforms, even if the brief demands just a print execution.
    what i mean to say is that if we´re not critical with our work on media and channel levels, not only concepts we´re never going to detect when a comms plan is not adequate for the brand we´re working for.
    are we just going to do as we´re told or are we going to aspire more, see what else we can do? is this wrong?
    i guess it depends on you. what if you discover that an idea you´re working for print can thrive as a banner campaign in web pages with the same audience as the magazine you were working the print idea for? it depends on what the objectives are of course, but i mean, we can´t just sit there and be sorts of robots just trying to get the “award winning” ad out there. i like to think we´re not supposed to be traditional creatives or a digital creatives, we´re just creatives. best thing that could happen is to work with a planner who is equally creative with other tools, but that doesn´t happen here i guess.
    the thinking is strategic for brands and there´s always something new to discover, otherwise it´d all be too boring. give life to ideas. give life to brands. give life media. we can always do a little more than is required of us. we can propose more.
    i agree with rob, but it´s all good. because this sort of thing makes our sort of thing a lot more exciting. my hand is up. bring it on.

  5. June 18, 2008 at 8:00 pm

    great idea, look forward to this.

  6. June 21, 2008 at 10:41 pm

    you should make it wiki-based if you really want collaboration…

  7. Digicynic
    June 23, 2008 at 9:02 am

    Hi Amelia,
    For the wiki, I thought so. Any recommendations? Not sure what’s the best to use?

    The project should be up today or tomorrow.

    Watch this space (I’ve always wanted to say that).

  1. June 24, 2008 at 7:26 pm

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