This is a free excerpt from AdNews May Magazine. To read the full article download a digital version of AdNews. You can also subscribe to the premium print edition here.
Creativity and originality should go hand-in-hand, but often it feels like we’re in a world of recycled content and well-trodden paths. When ads break the mould and challenge the formula magic can happen, but with experimentation can come quick criticism.
We asked JWT Australia's Simon Langley, McCann Melbourne's Nicole Mandile and 303 MullenLowe's Richard Morgan to weigh in on advertising that steps away from the usual formula.
Langley: "It’s getting harder to convince clients to take risks and break the rules, but creativity is still our most powerful competitive edge. Most of this work has given it a red-hot go but with mixed results."
Mandile: "To truly break the mould, you need to be first. First do something that’s never been seen, heard, or experienced before; first to share an idea that makes people feel uncomfortable."
Morgan: "Any decent creative knows that taking a category convention then flipping it on its head is a useful tactic in order to tackle a brief. So it’s probably unsurprising that with one or two exceptions, these spots are a stronger field than most."
1. Mercy Brewer - Lonely Lingerie, Harry Were
2. Built for families. Designed for attention - Toyota, Saatchi & Saatchi
3. Find Your Magic - Lynx, 72andSunny Amsterdam
4. The Final Stretch - Pure Blonde, Clemnger BBDO Melbourne
5. Anchor Go Strong - Anchor Milk, Colenso BBDO
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