Let’s start the week off with a bang, literally! (You’ll see what I mean in a minute). Over the past few months, I’ve noticed that ad agencies are making a push towards creative work that is risky, daring, unconventional, and all around disruptive. Frankly, in a city like Toronto where we are constantly bombarded with information, a sure way for a brand to set itself apart from the crowd must be accomplished via extraordinary measures. I realize people might talk about it only for a little while before the hype dies down, but at least it was noticed and talked about in the first place. With the amount of content being produced and pushed out to consumers on a daily basis, it’s no wonder many have become desensitized to the media and all its offerings. You need to do something that is above and beyond to stand out. Before we continue, take a look at this hugely literal (yet successful) attempt by TNT (a top-rated cable TV network) to draw people’s attention to their brand.
Agencies may be able to design and develop to the heart’s content, but how often is their work truly recognized for pushing boundaries in an effort to build a client’s business? I learned last week that it’s not only necessary to promote what your business does best, but also vital to take it one step further and tell a potential client what it is they are missing. Only then will there be an opportunity to cultivate relationship, build brand loyalty, produce relevant work, and all that good stuff. If TNT was able to grab my attention through a computer screen, imagine what it must have been like for the individual standing in the middle of that square in Belgium. Get people’s attention and let them know what they’re missing out on (literally show them if you can). Of course it doesn’t have to be gunshots, ambulances, football players, or bikini-riding motorcyclists… but then again, it could be!