1) I think it’s safe to say the divisive state of politics will continue to make us all pine for simpler, more unified times. So brand stories that champion inclusion, diversity and unity stand to connect with people more than ever. Similarly, I think brands that align themselves behind “purpose driven” creative work will find receptive audiences – as long as its relevant and not gratuitous. I think consumers are wise to brands trying to jump on the “purpose” bandwagon. At least the McSweeney’s writer who wrote this hilarious piece, “What I Need Most in My Life Right Now is a Purpose-Driven Paper Towel Brand,” has it figured out: https://www.mcsweeneys.net/articles/the-thing-i-need-most-in-my-life-right-now-is-a-purpose-driven-paper-towel-brand
2) I hate to sound biased by referencing DDB work, but the “Skittles: The Broadway Musical” Super Bowl campaign really answers this question for me. And since I had zero to do with it aside from being insanely jealous, I’m going to gush a bit: just a brilliant blurring of the lines between advertising, entertainment and satire, and a warping of the rules of engagement with consumers, especially around the Super Bowl. It was a breakthrough creative moment and a huge business success for a very brave and deserving client.
3) We were fortunate enough to win two Gold Lions at Cannes for a campaign we did for the Tribeca Film Festival. Prior to coming up with the ultimate campaign idea, we’d presented a round or two to the clients. We shared some stuff we loved. Some of it more logistically complex. More techy. More experiential. More expensive and arguably more ambitious. And for a variety of valid reasons, we just couldn’t get to a green light from our clients. In the end, we just went back to the simple core truth that Tribeca is about storytelling, and we found a wonderful way to celebrate that without obscuring it in execution. It was a great reminder that simpler is almost always better.
