Please note that the studio will be closed over the Christmas and New Year period.
We close lunchtime December 21st and will return on Monday January 7th 2019, slightly tanned.
WHEN YOU SEE CREATIVE WORK ASK FIRST:
IS IT GREAT? ASK SECOND:
IS IT ON STRATEGY?
// A MAGNIFICENT LEAP //
EXTRAORDINARY
Is it memorable, unique, fresh – has it got that MAGIC? Does it grab your heart? Does it linger in your mind? Is it the best work we can do?
CUT THROUGH
Do you believe the idea has the power to cut-through in a cluttered marketplace? Is it clear?
BRAND CENTRED
Is the idea born out of an important truth of the brand? Is the brand at the
centre of the idea?
Is the role of the brand clear?
PERSUASIVE
Does it dramatize the benefit or solve the tension in the insight and have the opportunity to motivate the consumer? Is it insight-rich and does it have the ability to change behaviour?
SPRINGY
Is the idea springy enough? Is it broad and deep enough to stretch across multiple platforms & touchpoints?
HUMAN
Does it connect with something deep in people’s core – an unspoken truth, a knowing, a shared joke, something we as humans relate to.
// CREATIVITY IS A WILD MIND AND A DISCIPLINED EYE. //
