I’m off to Spain. See you in 2 weeks!
Are we born creative? Or do we become creative? When does creative becomes more than an adjective but a noun?
I decided a few months ago to investigate. I applied to the advertising course offered by the D&AD. I only had a couple of hours to write something as I was going on holiday the week we were supposed to write our response.
I was competing with the creme de la creme of wannabee creatives. Eager and keen to prove their worth.
On the one hand, my 8 years of experience as a planner should have given me the edge. On the other hand, I had actually never writen a script and can’t draw (and still, as you can see, can’t spell).
The result suprised me as I was among the 20 or so creatives to be accepted, despite more than 200 applicants.
Anyway, I won’t be able to attend the course anymore, for personal reasons, but I thought I’d share my output with you people.
The brief was
Create a campaign to encourage parents to spend more quality time with their children, by showing the range of products that WHSmith has to keep all ages entertained.
You can also see Creative in London‘s campaign, who also made it through.
Without further due, here goes:
This is a campaign to remind parents that what matters to kids are not the big presents, but the little unexpected things, the details and how the wonderful memories that they’ll have of their parents playing with them will stay with them forever.
And that they will always find something great to play with their children every time they visit a WHSmith.
TV script 1 – Drawing.
We see a drawing of a dad as a super hero, done by a child who’s probably 3 years old. It is touching with its simplicity and minimalism. It could be any kid’s drawing of their dad.
But suddenly the drawing starts to slowly evolve, frame by frame, getting sharper and more detailed.
We can clearly see it is the same drawing of the same dad, done by the same kid, only the picture is improving as he is growing up.
In the last frames, the infantile drawing of the original super hero dad starts resembling a more Marvel-esque version as the kid is now a teenager.
But it is still apparent that it is the very same dad as a super hero the kid has been drawing since he was 3.
At this point we can hear the voice-over:
“At WHSmith you can find tons of toys, books, crafts and games to have fun with your little ones.
So you never stop being their favourite hero”
Script 2: Bedroom
We see a typical boy’s bedroom. From the furniture, decoration and the size of the bed, we would assume he is only 3 or 4.
On the walls are posters of Buzz Lightyear and other famous cartoon characters.
Central to the room, mounted on the wall, is a picture of his mum and him playing with play-doh, in a beautiful frame. There is love emanating from the glowing picture.
Suddenly, we see the furniture and decoration changing in the bedroom.
We witness the decoration of the room going through the metamorphosis reflecting the little boy growing up. It’s now the room of a child aged 8-9.
Footballers have taken over fun cartoon characters.
The childish furniture has now been replaced and the bed is now a little bigger.
The room continues to transform, the footballers are now replaced by rock bands playing guitar in rebellious styles. We can guess that the bedroom now belongs to a teenager; it is quite messy, filled with clothes and magazines sprawled all over the floor.
But throughout this evolution from docile baby to rebellious teen, only one thing has never moved.
The picture frame is still there. Only the picture has changed as the kid has grown up. We have always seen the little boy and the mum playing together. Only they are getting older and are involved in different activities each time (cards, board games, reading a bedtime story…).
Despite growing up and becoming a teenager, the little boy has always kept his mum central to his life.
We hear the voice over:
“At WHSmith you will find tons of toys, books, crafts and games to have fun with your little ones.
So you never stop being their favourite hero”
You can read the whole thing plus some visual in the link below.
Nothing more for today. I’m going on holiday Friday and I’m totally burned out.
And other web truisms.
I love waiting for your Flash to load. I’ve got fuck all else to do
YOUR WEBSITE’S SO COOL THAT I DON’T KNOW HOW TO USE IT.
I’m feelin totally depressed today. So anything that can help make Mondays fun should be welcomed. Even if it’s just for about 12 seconds.
Thanks Ronojoy. You should be the one with a blog. It’d de much cooler.
From my friend Darius:
Gapminder takes UN data and visualises it graphically over time. You choose all parameters (life expectancy, personal income, CO2 emissions, broadband penetration) and it maps trends by country over time.
It certainly does make the data dance.
It’s not new, but it’s still pretty sound.
What do you know, you just finish one pitch, win it, and they give you another one.
Anyway, I’m more snowed under than ever, and going on holiday this Friday.
But, as I was chatting to John Hegarty about my desire of investigating the creative field, he pointed me to this presentation once made by the great Richard Serra, about a life of creativity.
I must admit that this is quite frankyl the best piece of advice I have ever encoutered on creativity.
Rather than being told which tools are available for which ends it is more useful to invent your own tools: As Audre Lorde has pointed out, “ … the master’s tools will never dismantle the master’s house.” Rules are overrated. They need to be changed by every generation. That is your most important mandate: If it’s not broken, break it. One way of coming to terms with the prevailing language of a cultural orthodoxy is to reject it. It may be necessary to invent tools and methods about which you know nothing, to act in ways that allow you to utilize the content of your personal experience, to form an obsession and to cut through the weight of your education. Obsession is what it comes down to. It is difficult to think without obsession, and it is impossible to create something without a foundation that is rigorous, incontrovertible, and, in fact, to some degree repetitive. Repetition is the ritual of obsession. Don’t confuse the obsession of repetition with learning by rote. I am suggesting a form of inquiry, a procedure to jumpstart the indecision of beginning.
The solution to a given problem often occurs through repetition, a continual probing. The accumulation of solutions invariably alters the original problem demanding new solutions to a different set of problems. In effect, as solutions evolve, new problems emerge. To persevere and to begin over and over again is to continue the obsession with work. Work comes out of work.
But solutions need not only be the result of constant repetition. There is another route, not so structured but rather free-floating and more experimental but no less obsessive. It is to be found in the activity of play. I cannot overemphasize the importance of play. The freedom of play and its transitional character encourage the suspension of beliefs whereby a shift in direction is possible; play ought to be part of the working process. Free from skepticism and self-criticism play allows you to relinquish control. Playful activity provides an alternative way to see, to imagine, to do, to make, to think otherwise. In play there are no ends, there are only means, however, means inadvertently can lead to ends. Rules can be made up as you go along or even in hindsight.
The original text is not too long and definitely worth 5 minutes of your time.