There’s no such thing as a boring product

I’ve written before about how apparently ‘boring’ briefs can be turned into creative gold. The more I think about it, the more I feel that there’s no such thing as a boring brief. Every product, from insurance to toilet roll, has the potential to enrich people’s lives in some way, however small. Our job is to latch onto this element and dramatise it in an interesting/funny/inspiring/whatever way. Now, you may say, No shit Sherlock, dramatise the benefit. I hear you and I’m absolutely not claiming that this is rocket science or breakthrough thinking. It’s just good to keep in mind next time you get a brief for a dull product and feel the internal yawn mechanism kicking in. Rather than focusing purely on the product itself, think about what role it plays in people’s lives and how it can make their lives better. For me, this involves moving away from the proposition for a bit and focusing on the ‘audience’ box on the brief. It’s a way in that I find often takes you to different conceptual places. After all, who’d have thought it was possible to create an ad as dramatic, poignant and moving as the one above, for such a mundane product?


About antmelder
Executive Creative Director at Host/Havas Sydney; passionate vegetarian; lover of books, boxing and Bruce Springsteen.

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