Quantity – By @Norwarican
By Alex Overland
We’re not making parachutes or saving lives*. It’s just ads. I forget sometimes.
We did some headlines last week, and reviewed them today. Looking back, ours weren’t the best. I planned to do hundreds, thousands, millions, but only did about 50 — many of which were just rehashed versions of previous lines. But, there were a few that weren’t as shit as the rest. I wonder if I’d done a hundred, or a couple hundred, if the notso.bad ones would’ve kept popping up? Would there always be a few interesting thoughts in every xmany lines? Kind of like Super Mario (any, preferably 64): 100 coins give you a decent idea.
I know the quantity, filter, rinse, repeatthing isn’t news. It’s actually really basic, but I haven’t taken the time to use it recently, mainly because I’ve felt there are better things I could be doing to crack a brief. Sometimes a brief seems impossible to unlock though, no matter how much coffee, creative techniques or dots you throw at it.
Then it’s nice to know that with something as basic as headlines, you can at least do something that will, pretty regularly, result in a halfinteresting thought.
*Unless you’re Volvo