By Elliot Lee
Since the start, this has been a word that has been drilled into our subconscious. All the creative ideas we see come literally from the most simple of messages. Through the first term, as we begin to learn to break down advertising, often, the best ideas come from a line or two demonstrating the creative message. What’s also interesting is to see how this transcends into solutions for new business.
Though this SCAB is late, and I’m writing this on the evening of returning from an amazing masterclass and workshop with Patrick Collister, I feel it’s important that the SCAB is a reflection of today.
For me, this guy was AMAZING, and I try to avoid arse-licking. He demonstrated the importance that platforms and new emerging technologies absolutely do not drive creativity. Ideas do. Very similar to how Pete Cain describes creativity, do not overcomplicate things. Concentrate on the strategy, find that nugget of information that constructs the right creative message, and riff off this. He was able to articulate himself in a way that was just so easy to understand to follow his line of thought.
What was really interesting is that he mentions that the most complicated brand on Earth is us. Human beings. The hardest thing to do as a creative is to use innovation and creativity to be constantly reinventing yourself. As Collister suggests, creative individuals make others feel uncomfortable. We do that because we represent change, and he told us to never be unapologetic about this.
We’re starting to learn that uncomfortable is a great word. At times, it’s going to be the place where we dig out our best ideas. This is certainly a place I need to explore more.
Finally from the start of the year, every SCAB I write I want to have shit, fuck or an inspirational quote related to my topic. I’m going to make sure that I don’t fall short of achieving this!
“Simple can be harder than complex: You have to work hard to get your thinking clean to make it simple. But it’s worth it in the end because once you get there, you can move mountains.” – Steve Jobs