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.
As a serial entrepreneur, I personally never really saw it as much of a stretch for my business to enter into the world of creative advertising and design but having worked with and spent time with my friends at Derooted over the past several months, I’ve not only learned a few things but also managed to have some fun with these gentlemen (and now one lady) in the process. So when I was asked last week to start contributing to their blog, I thought it was an excellent opportunity to get back to writing and as Amir so eloquently put it a couple of days ago in his post, get back to “building your community and interacting”.