herebenotions

Something feel good to start the year

A few interesting things for me as a planner working on this: 
1. The brief was very simple: celebrate the 25th anniversary of VA, but in a way that brings the brand values to life and reminds people why they love flying with VA.
2. Seeing the influence of additional creative stimulus on the final idea.
3. How very, very little has changed from the initial script that was presented.

Words from...

...Tony Brignull, who came in to give a talk to our creative department the other day, and I snuck in the back to listen.

It was an interesting retrospective, looking back at some of the campaigns he worked on. Mostly because the role of copy was so different.

He said, "the copy should be as long as the product is important". Hmmm... 'langauge' today is much more visual so this isn't really true. He also talked about how everyone is doing 'verve and style' but few are competing with facts, and how you shouldn't go for copy that says nothing. He also asked people if they could remember lines for several different brands in the past, and then what their current lines were. Very low recall for brands today. He was passionate about the role of stories; and urged creatives to be as ferocious as journalists digging into a political story in Washington in the quest to uncover that key thing that matters to consumers and would give them a reason to buy.

And a couple of bits of advice for planners:
- What a planner should give - '1 words and 1000 facts'
- Never write a brief with the word 'yet'

afterlife

Egg-vertising

The New York Times reports on CBS's 'cracking' new autumn campaign.  CBS will place laser imprints of its eye insignia, as well as logos for some of its shows, on 35 million eggs in Autumn. 

Some of their planned slogans: “CSI” (“Crack the Case on CBS”); “The Amazing Race” (“Scramble to Win on CBS”); and “Shark” (“Hard-Boiled Drama.”). Variations on the ad for its Monday night lineup of comedy shows include “Shelling Out Laughs,” “Funny Side Up” and “Leave the Yolks to Us.”

The novelty factor suggests that it might be quite effective initially, but other jumping into the frying pan might run the risk of getting burned as people become oblivious. It's quite intrusive really, and could turn into the domestic version of what Russell calls Urban Spam.  You could put messages on banana skins, oranges...forget those pointless, annoying little stickers.

The company that developed the technology is Egg Fusion.