Article

Thabiso Moloi
Thabiso Moloi 16 August 2016

The Power That’s in Simplicity When Coming up with a Great Creative Campaign

The best ideas are sometimes and mostly the simple ones, there truly is beauty in simplicity especially in the marketing, advertising and creative industry.

I was fortunate enough to attend and be part of an exclusive breakfast conference, thanks to Webfluential, hosted by The Conference Counsel a few weeks ago. The get together was based on the recent Cannes Lions 2016 event and a showcase of some of the best work that was both nominated and that won big. A number of individuals were in attendance, from creative agencies, to tech companies as well as some of the top advertising executives and brand managers from top brands.

During the showcase I was reminded of how the best ideas are sometimes and mostly the simple ones, there truly is beauty in simplicity especially in the marketing, advertising and creative industry. But that’s probably oversimplifying things a bit as there are a number of other elements to consider especially when seeking to pull off a great campaign, things such as the budget, the brief, resources and so on, need to be factored in. I believe though that only a few ingredients are of the utmost importance, three to be exact:

  • The relationship between the client and the agency,
  • The trust between the two parties,
  • And lastly, the brief given.

These go a long way in producing great work, take this popular and multi award winning campaign from Dove:

 

What is interesting to note is that the above campaign from Dove has more in common with the below Burger King campaign than most know:

Both these were produced as result of a collaboration between the same client, Fernando Machado, formerly of Dove and now at Burger King, and WPP owned agency, DAVID The Agency. Because of the brief (which believe it or not was a simple one liner), the trust and the relationship between the two parties involved – great and meaningful work was produced.

But don’t just take my word for it, rather read more about this amazing partnership here.

Turns out trust and old school human relationships still go a long way and apply in this digital age.

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