Richard over on Adliterate has put together a fantastic post on how to create the best work of your life. Richard suggests that we just think generously.
“I think that there is one thing that is absolutely true of great brand ideas – they are generous. don’t mean generous to their customers, though this is always nice, but generous to the other organisations collaborating on the project.
“Generosity is clearly not the be all and end all but when you brief your partners (whether creative, media, digital, PR, instore or anyone else) if you can see them literally salivate at the thought of the work that they are going to be able to produce…
“If the moment they understand the idea, they can already see that it will show off their prowess, allow them to meet the expectations the client has of them, give them a great case study and make working on the project enjoyable…
“And if what you have is a proper 24 carat brand idea not just an advertising conceit or an executional flourish then you are probably onto a winner.”
Richard suggests that a great example of this is the Dove Campaign For Real Beauty which has produced great work across a variety of channels.
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