In the world of creativity, if you're not starting a fire, then what's the point? So, we've created a portal to celebrate the most revolutionary and thought-provoking ideas we're seeing in the world today. Some are ideas we've recognized from others and we're tipping our hats to, and others are ones we thought of (go figure). Either way you cut it, you won't find a dull moment here, and hopefully we've inspired you to start your own fire.
How do you turn a nebulous goal like “be more creative” into something tangible? Everyone has vague goals at one point or another, and they’re especially common in the creative marketing, branding and advertising industries. This week, Dr. Heidi Grant Halvorson published a small tool on Harvard Business Review‘s website, designed to help you reach your nebulous goals in 4 steps.
The tool takes you through four rounds of questions that help you first name the goal, then define sub-goals and what actions will be taken (by whom, when, and where). In addition to this, the tool asks you to create an “if, then” plan, which, as Dr. Halvorson explains, “[humans are] neurologically wired to make”. Essentially, under the specific sub-goals and tasks that you need to complete, you are asked to write a sentence detailing “if x, then y”. By framing actions this way, we are working with our neurological inclinations to accomplish the tasks that comprise our larger, vaguer goals.
Check out the tool here, and see what ambiguous goals it can help you nail down.
What Sparks Our Fire: Turning goal setting into goal accomplishing
This week marked the 12th annual Advertising Week New York conference– a week-long celebration and exploration of topics relevant to the advertising, branding, and marketing industries. After attending events throughout the week, we asked our President, Marc Sampogna, what his best experience was at this year’s AdWeek NY.
As Halloween approaches, discussing something “scary” is never more appropriate. At this years AdWeek NY, I experienced some interesting topics and conversations. All of which uncovered insights that I’m sure I’ll use at some point in my day-to-day. But one in particular really resonated with me, and that was with Seth Godin (sethgodin.com). Now, I’ve seen him speak a number of times, and have read some of his books, e.g., Purple Cow, All Marketers Tell (Lies) Stories, etc., but something about this talk hit me in a different way… a good way — in a way that gets lost in the world of marketing and creativity these days. He spoke about “fear”, and that if you, the agency/creative/strategist/etc. aren’t afraid, then you’re not doing your job (Insert resounding agreement and praise here).
Why is it that we filter down our ideas, and dilute the creativity out of them just so they’ll do something average? Well, it’s, as Seth stated, because “average is what reaches 100 million people”. Average is mainstream. Average is a sure thing. Look, from a business perspective, I get it, we gotta sell tickets, put asses in the seats, move shit off shelves, etc. But for f#@ks sake who the hell wants to be “average”??!! I sure as hell don’t. I want to be scared. I want to be afraid. I want to take risks. I want to hold nothing back. Put myself out there and do things that make me uncomfortable. Because if it means that the ideas I put forth are genuine, and inspired from within, then whether it fails or not, I can move ahead knowing that I stayed true to what matters to me — not being average.
Love Times New Roman? Have a passion for Helvetica? Good news for designer geeks: You can now wear your favorite font as eyewear.
After the initial success of their first line, Wieden & Kennedy Tokyo and Oh My Glasses have collaborated to launch a new line of TYPE glasses, glasses inspired by different fonts, with names like Garamond and styles ranging from “Light” to “Bold”. Times New Roman is one of three new models that made their debut at a Tokyo pop-up shop last week.
Each pair of TYPE glasses are meant to reflect characteristics of their respective fonts, like lines, curves, and shapes. Each font also comes in “light,” “regular,” and “bold” to denote thickness of the frames.
“As the choice of typeface affects expression in written communication, subtle design differences in eyeglasses frames change the impression of the person who wears them,” Wieden & Kennedy Tokyo state on their website.
What Sparks Our Fire: Products that finds new ways to showcase beautiful elements of design.
Vaccination has been a highly controversial topic in recent years, resulting in a slew of “Anti-Vaxxers” and the School Vaccination Law in California, which mandates that children that attend public school must be vaccinated.
British Columbia’s ImmunizeBC and agency Rethink Vancouver have teamed up to create a unique mailing campaign to promote vaccination, appropriately called “Viral”. The trailer for the campaign states that “Measles is one of the most contagious diseases on the planet, but as you know, it’s making a comeback.”
However, the kicker is the actual mailing campaign: when exposed to sunlight, the UV-responsive ink on the paper appears suddenly in a rash of bright red spots, reminiscent of–you guessed it–measles. The alarming card shows how fast measles can spread, and reminds recipients that “not vaccinating your children puts us all at risk”.
This comes after particularly alarming reports of measles spreading throughout the United States, including an outbreak at Disneyland, and reminds parents to vaccinate their children or risk them being a public health hazard.
What Sparks Our Fire: Ingenious campaigns that post important public health reminders
Since its founding in 2005, YouTube has been home to a myriad of beauty bloggers who post tutorials and other how-to makeup videos. But in a powerful new campaign for Make Love Not Scars by Ogilvy & Mather, the woman giving the red lip tutorial looks a little different than the typical 20-something beauty blogger.
Reshma, whose face has been scarred and disfigured, is a spokesperson for the #EndAcidSale campaign, whose goal is to curb the number of acid attack victims in India by limiting the accessibility to acid (you can buy a liter of it in any drugstore in India for about $1.50).
According to a petition that Reshma asks viewers to sign (which has over 65,000 signatures), India has over 1,000 reported acid attack cases per year, of which 90% of the victims are female.
What Sparks Our Fire:Creative and powerful campaigns that capture attention and call for change.