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Showing posts from July, 2012

The art of motes - Communications

A popular advertising festival heralded as the holy grail of creative communication is undergoing a quiet transition. Once considered to be the hall of fame for ideas that were sparklingly new, the current work seems to be a crop of curious tinkering that centres around motivations than provocations. What triggers this shift, is the industry's anxiety with what works. of the several anecdotes and critical bullet points that punctuate  the current language of delivering relevant product messages, the focus seems to be on the small stuff or in other words the breaking of the idea. Ideas this year  represents a framework: a blurring of whats creative vs whats contagious and whats effective. We are in a time when pitched are being evaluated on all of the above three parameters, where work is bought and sold on its ability to stay relevant and good work ticks the boxes of these expected deliveries. Good work today is a delicate balance of something new that drives sharability and