Thought I’d share a lecture I threw together for an introductory creative category I train at BU’s School of Conversation.
I understand it’s an overdone matter — the enormous Concept, Lifeless or Alive — However in truth it is going to by no means be resolved and there’s a number of room for argument on either side.
For Those Who take a look at recent efforts — John Lewis Christmas Adverts, My Blood is Crimson and Black, IBM’s Smarter Planet, Crimson Bull Stratos — it’s good to argue that giant ideas nonetheless work, In Case You define a major Concept as something that turns into part of the cultural landscape, generates consciousness and dialog among many, endures the check of time (or as a minimum dominates the moment), and desires traditional media or promoting to call consideration to it.
Alternatively, If You return to George Lois’s standards — that it has to change standard tradition (slightly than replicate it), transform our language, launch a new trade or Concept, and “flip the world the other way up” — neatly, then that’s another story.
I Would argue that we could by no means see some other Marlboro Man or even a Just Do It. However there are qualities and characteristics of the original big ideas that also make for nice, efficient, compelling and meaningful promoting in a digital age. On that latter notice it’s essential to renowned that ideas don’t have to be digital, they have to work in a time where digital dominates.
Long Past are the collective experiences the place all of us tune into the identical factor on the similar time, retailer the Tremendous Bowl and national tragedies. So by way of definition what we make must be fascinating enough to earn attention; shareable as a result of users are the brand new medium; usable as a result of price is most popular over messages; and eventually customizable so that it works for the person.
Anyway, have a look For Those Who’re inclined and let me recognize what you suppose.