Finding the right way to convince people is easier said than done. An objective must be properly stated while backing it with facts and good reasons. But those things are not always enough.
It needs a good creative thought — a creative concept that gives birth to a good idea. Paying tribute to those who dedicate their lives to coming up with good ideas, DDB created ‘The Idea Catchers’. ‘The Idea Catchers’ was produced for clients, and is dedicated to the best ideas of the communications industry.
Written by DDB Group Asia Pacific Regional Creative Director, Andy Fackrell, the video features more than 30 advertisements from some of the world’s most impressive advertising agencies.
The value of creativity
Creativity is the best way to deliver a message. Without it, a message will be dull and less interesting. Creativity not just displays light and sprays vibrant colors but make the message as real as possible.
Fackrell thought of that while writing the script for the Idea Catchers’ PSA.
“The project initially came about because we wanted to address the real issue of how much it costs to create great work. And it wasn’t until I started writing the script, that I realized this wasn’t about dollars and cents, it’s about the value we should be putting on our ideas, that ideas take time and that we give them away too easily. If the development of ideas is threatened, the industry’s ability to sell products is also in jeopardy. Marketers need to give their agencies the space to let good ideas thrive in order to create iconic brands,” said Fackrell.
Creativity changes the game of business. It helps the people relate to the message while keeping them interested. The problem arises when people conceptualize an idea that doesn’t deliver the message properly. This mistake does not just affect its delivery but it affects a greater image as well.
Passion, not just a simple goal
Of the many challenges that the industry faces, one of the biggest threats is the commoditization of creativity, despite its importance.
“Creativity should be an ongoing passion for both client and agency. It’s all about knowing how to get the best thinking first before any work is done; about allowing enough time for the thinking to be strong; and, then valuing the entire creative process to get to the most effective work. It’s about respecting the client, respecting the agency and most of all respecting the work,” the agency said.
Credits
Regional Creative Director: Andy Fackrell, DDB Group Asia Pacific
Chief Communications Officer: Karen See, DDB Group Asia Pacific
Head of Onscreen Production: Brenden Johnson, DDB Sydney
Editor/Motion Designer: Tamara Haentjes, DDB Sydney
With thanks to 180 Amsterdam, Abbot Mead Vickers London, adam&eve DDB London, BBH London, BETC Paris, Chase Communciation Agency London, Clemenger BBDO Wellington, Crispin Porter + Boguski Miami, DDB Chicago, DDB New York, DDB Stockholm, Droga5 New York, Fallon London, Forsman & Bodenfors Gothenburg, Havas Milano, Ogilvy Sao Paulo, TBWA/London, TBWA Chiat/Day LA, TBWA/Chiat Day/New York, WCRS London, Wieden+Kennedy London, Weiden+Kennedy Portland.
