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.
Not a member? You're missing out.
Join our careers network of students, teachers and
professionals to get your daily dose of advice.
The wug life of a linguist
Linguistic Graduate, Valerie Tan, delves into what life is like as a linguist in and out of university.
Let your voice ‘BeHeard’ with VocaliD
Ad students created a campaign ‘BeHeard’ to help create unique vocal personas for mute people.
Lazy CVs destroy job seekers’ chances of landing dream jobs
Job seekers aren’t landing jobs because they don’t spend enough time on their CV.
Distractions and focus part 2
Donald Fogarty, FutureRising’s Co-Founder, finishes his advice on staying focused on your role in the creative industries to reach your potential.
How to doodle online
Creative company, HAWRAF, does all things creative and they have a quirky website to go with their ideas.
Is journalistic objectivity possible in today’s society?
Journalism graduate, Tijen Butler, debates whether journalistic objectivity is possible in the western news environment, with the 24-hour news cycle.