A Good point well made

After to listening to Dave Trott on Radio 4's 'The museum of curiosities', it made us (me, Oli) think of our #2017HM series in a slightly different way.

Some of the campaigns we have been looking at are definitely good, but they are good because they are ships sailing in a sea full of handmade rafts. So much of what is presented to us as consumers really is sub-par, and not a patch on 'pre-internet' messaging.

Trott's point was that phrases and words used to be such a big part of the creative in advertising, that there was genuine thought for the emotions of the consumer. To be presented with video ad after video ad on YouTube , whose main criteria is that it has to impact within 5 seconds, shows how much we have gone backward.

I can think of so many word & image based campaigns that have stuck with me, these 2 for starters;

Tab Clear "Suddenly everything becomes clear"  - genius really, the main differentiator was that it was clear Coke. If the same product was being pushed to day it would have to be sold on what benefits it has over its cousin, rather than simply what it different about it.

Konica -  "Colours are calling me" - Rather in the Benetton style of the 90's, this homage to inclusiveness was ahead of its time, unlike the technology that it was promoting. Great use of copy also when referring to how many snaps would be taken in one year, the equivalent of one for every human on the planet.  

It is surely time to get back to this type of creative. The bombardment we are under means now more than ever we need thoughtful content that will resonate, rather than relentlessly batter. 

What companies out there will take a chance on some useful thinking? 

2017HM #3 - LIDL Suprises

Yeah it surprised the shit out of us too, and it is a carry over from 2016 but whatever.

Clever wording, well filmed and as usual with all the campaigns we rate, it was straight to the point.

By taking users social media posts about them, and using them as a tool to promote the origins of their produce, Lidl came up with a genuinely unique campaign. #lidlsurprises 

The premise is simple; USER comments "I like @Lidl but wouldn't trust their meat"

@Lidl decides to contact said person, trek them to a highland in Scotland and meet the guys & girls who produce the meat. They learn a thing or two, film some scenic and earthy content, and then admit their ignorance and turn it into good grace.

A Very smart, repeatable campaign across several different product categories. 

Lidl wonder they are doing so well. 

2017HM #2 - T2 Trainspotting

This was a tough one. The rise of streaming entertainment has helped knock back the number of eyes on TV advertising (but not its effectiveness apparently.), so thinking of clear, winning campaigns is not as straightforward as one might imagine.

There are one or two campaign messages that cross platforms quite well however, and they take advantage of the 5 seconds that YouTube gives you to get inside our heads.

One that really has done well is the campaign set for the new Trainspotting film, 'T2 Trainspotting'. They have used a quick and memorable quote from the movie to introduce the concept of the film, and somewhat get us straight into the plot. 

"What have you been up to?............................ for 20 years" A simple yet brilliant message that resonates with the audience too. We think back to (if we are old enough) when we watched the film when it was released, and what we have been up to for 20 years. And what about Spud and co? What the hell have those guys been up to!? 

It really works, the music reminds us of the original, the faces remain the same if not a bit older (and oddly healthier) and the media translates well from TV, to streaming, to giant billboards, to social timelines. It is a strong repetitive message that gets you interested in the movie, which is pretty hard to do.

Campaigns of 2017

We thought it would be a nice idea to showcase marketing campaigns that we think (humbly) will be  a hit in 2017. That, or they are just cool.

1st up in the #2017HM list is the 'Reveal Yourself' campaign by Bulk Powders.

The supplements space is ultra competitive, still growing and traditionally full of very ugly brands all claiming to do things that natural products really can't do. Bulk Powders are generally a refreshing company in that respect, they don't make outlandish claims and put the focus back on the customer. The images they use are one's of people making an effort, rather than posing with a ripped physique.

The #RevealYourself campaign puts a nice spin on this general line of thinking. Free shaker bottles with '2017 Reveal Yourself' emblazoned on the side remind you that the new year can mean a different you (not the new year, new me nonsense). By using the word 'reveal', the connotation is that underneath our clothes and overweight bodies we all have the potential to look good and be healthier with it.

This is infinitely better messaging than the stuff you hear other supplement brands coming out with. The onus is on YOU to improve, and they are going to try and help get you there.

Welcome back

Yes it seems an age since we last posted, and the fun and festivities of December (+ October & November) are truly behind us.

The New year presents opportunities for all of us, whether it be personal or professional. There are any cynics ready to decry any resolutions you may have set, but pay them no heed. If you call it a 'goal', you will be perceived as a driven go-getter, call it a 'resolution' and people will be queuing up to see you to fail.

The same can be said for your business or potential business. People will always be watching and waiting to see what happens next, strangely people seem to enjoy others failing in their ideas and endeavours. The point is though that there is no failure if you don't try in the first place.

So enjoy the fresh feeling that the new year brings, set some 'goals', if you have any ideas, why not run with them.

We are going to learn to paint, or at least try painting, with Bob Ross as my inspiration.

"Take care my friend."

What do you NEED?

Great set of ideas below from Designer Daily, the regenerating candle is so blindly obvious yet utterly innovative!

Design ideas are are an inspiration for us. These ideas are meant to help fulfil a need, or affect a change. Marketing strategy should be exactly the same. 

How can your organisation effect the needs of your customers in a positive way. Can you answer all the questions they have? Can you provide them with something they will appreciate without them yet knowing they need it?

Check these designs out, it helps when you think of the needy!

CLICK ON ME

NON-creative Inspiration

Most of the things we talk about are related to the creative thought process or admiration for other peoples creative processes. Sometimes however it is good to be flat out, bottom line inspired by someone.

If you haven't seen this film - One in a Billion - please watch it. It is not only inspiring but humbling, moving and motivating.

What human beings can do with what they are blessed with is a general moral or the tale, but the idea that you can do the seemingly impossible if you put your mind and body to it is and even bigger take away.

An amazing story and an amazing guy, as are his coaches, agent and family. Wonderful watching.

Run with your idea

One of the most common conversations at the bar must be "I had an idea for that....". The story's inevitable ending being that the idea remained just that. An unfulfilled dream that could have changed the World!

The stone work above from 'The Devil's Den' near Marlborough was someones idea, and at the time they must have thought it was impossible, but there it is. 

So many of us have ideas. Indeed every business or organisation started as one, bar none. So it is safe to say that if you have an idea, there is every chance of it working if it is good and fulfils a need or requirement.

So run with it.

Use what resources you have available, be it time or money, and flesh out a plan of how said idea might become reality. A plan written by yourself or your partners is no contract, not a binding agreement, it is just a plan. 

Then go about making the plan work bit by bit, you may need help with that plan or the bit after (we can help there but that's another thing all-together) but there is a process you can follow at whatever speed you want.

Sure you will need some help and luck upon the way in terms of the breaks, but you don't need luck to follow a plan. So make the plan and run with the idea!