Practical Creativity
by Matt Rook
How many times have you heard someone say “have you seen that ad - don’t know who it’s for - but there’s this funny bit…”
Pitching big, attention-grabbing ideas is par for the course when you’re trying to win a new client. But people often forget about the practical side of a creative concept…
- Is the idea actually achievable, or will necessary compromise take away its teeth?
- Will it land for people who have no prior knowledge of the brand / product?
- Can it flex and be reiterated beyond the initial media burst?
- Will it inspire people to action, or just grab them for a few seconds?
- Will they remember YOU …or just the idea?
The problem
Naming no names, but we’ve been asked several times to come up with an effective ad, following misfiring efforts from a previous agency “which we kind of liked, but it didn’t do anything for us”. People didn’t ‘get’ it; the ad didn’t turn out like they hoped; it was trying to say too much; it didn’t tell people enough…
The solution: Practical Creativity
We have always believed in Practical Creativity at Hotwolf. Smart ideas which grab and connect, but which also suit budget, brand and business goals. We love creative that has tangible impact now, but with a creative hook that can grow and stretch, building the campaign and the connection with an audience.
Practical Creativity In Action
Like our campaign for Protect Your Bubble, which spins around that heart-stopping moment when you drop your phone and the world seems to go into slow motion.
It has eye-catching visuals with a CGI character and the incongruously happy faces of PYB customers in the middle of slo-mo chaos; it has an earworm jingle. But it also has relatable scenarios and emotions at its heart, explains the product and has a strong call to action.
The concept was designed to be adapted across TV iterations, digital extensions and Social content strands. All driving the same message, broadening the reach, leading to higher engagement of the campaign and better ROI for the client.
Do It For The Right Reasons
For us, it’s key to challenge our client’s briefs to get to the heart of what’s actually required – then apply the Hotwolf sauce; rather than twist a nice idea we’ve already got until it sort-of-fits. We won’t burn our client’s cash on an exotic beach shoot for 30 seconds of gorgeous footage that won’t actually do anything for them …tempting though it is!
We’re all for an eye-popping visual, a surprising twist or a catchy jingle – you do need to stand out from the pack. But it’s just as crucial to understand how the concept connects with an audience, what you want them to do about it, and how else we can use the core idea to keep a conversation going. That’s how you LEAD the pack.
If a big shoot on a beach with celebs and a dinosaur in a tutu is the right way to achieve your objectives, we’ll be with you every step of the way.
But if it’s not, we’ll be the first to help you navigate a path to better bang for your budget.
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