Frederico Roberto, Associate Creative Director at VML London, stresses the importance of simplicity when working on campaigns.
Lately it seems that creatives only know how to present ideas with a “Manifesto”. As if to justify an idea we need a big, elaborate story. Newsflash: we do not.
Manifestos are the lazy version of true, simple ideas. They may even have some insight behind them, but the most powerful, everlasting and meaningful campaigns, start with a one liner. If you can strike a nerve with that, then you’re onto something!
Ideas rarely need a manifesto. Manifesto is what brands have on their websites, describing their mission in life, their purpose in the world. And because they’re part of their core branding, are meant to last for years. It’s not up to ad people to rewrite it. Campaigns or one off stunts should (almost) never have a long copy explanation of what the idea is.
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