Transport yourself back to kindergarten. When the teacher handed out coloring book pages to color in, there was always one kid whose finished product looked like it was fresh off an eight-color Heidelberg press. Perfectly colored in, no white show-through, and no stray crayon lines. This is not the future artist in the class. This is the completely buttoned-down kid who subsequently earned straight A’s and became a corporate president.
The future artist is the kid in the corner whose scribbling went all over the page. The black lines that formed the image of the pokey little puppy be damned. This kid’s work resembled Jackson Pollack after a five-hour energy drink. This kid saw boundaries then ran roughshod over every single one of them.
This profession is full of the latter kids. Creativity demands that you recognize the expected parameters, then do something totally unexpected. Advertising is full of what we call “borrowed interest” — sexy models, outrageous humor, music that bores a hole in your brain it is so darn catchy. The best campaigns never feel like the interest is borrowed; their attention-getting is right on target and always earned.
In the past week, I saw two such examples during time spent online. Both pushed the actual media they were appearing in, going way outside the lines, and engaging readers and viewers along the way.
The first is an entire collection of ads that get you to rethink print much in the way that the best outdoor boards demonstrate what’s possible beyond the application of ink to canvas. I encourage you to take the time to check out this excellent Adweek feature (courtesy of AdFreak columnist Tim Nudd) on 10 wildly memorable print ads that go way beyond trim and bleed specifications.
The other is a surprising T-Mobile spot from Barcelona created by Saatchi and Saatchi (global agencies are not always known for drawing outside the lines, so even the creator in this case is a surprise). The clip came to my attention from Kerry Antezana in my LinkedIn network, who posted it from Terry Doyle, whom she follows on Twitter, and now I’m blogging about it (see the cross-platform boomerang power of social media?).
You don’t have to be an Angry Birds player on your smartphone to appreciate this clip, but it helps, because the wildly popular but wonderfully eccentric game has had its boundaries expanded, still within a smartphone screen, but replicated in real life with the same Angry Bird characters to a town square set-up. The virtual digital world is suddenly the real world and slingshotted birds really do knock down silly structures. And the black ones really do explode and cause more well-timed damage. There are some great reaction shots from the people who step up to play.
The most hackneyed overused expression of our industry is “think outside the box” but occasionally you come across reminders that it is still possible to do so and still be wildly original.