To paraphrase my amazing former Creative Director Carlos Musquez “Create work that impacts for the better.” I have thought on this for the last few days as it can be viewed in so many ways. The copyrighting and visuals can be equally as powerful, so Art Directors, Designers, Photographers all collaborating with the same goal in mind can make that impact. If it is a small piece that seems impossible due to hours, budget, or specs – maybe consider the client. If you’re creating a mailer or a coupon – your hands are tied…but if it’s a coupon for a company that supports sustainability, recycling or giving back in some form…that can make you feel proud to work on that minute project as well.
Not all campaigns can be big budget with world-wide impressions, but the impressions you do get with that line of copy and visual can be effective. Especially paired with good PR on the client that has made the good-will efforts…it could be a successful campaign – no matter the size. I’m going to give 2 totally opposite examples:
The specific campaign he was referring to is here. To someone who is not behind the scenes, this may seem so obvious that you would get a warm feeling from this ad because of the client being an activist and you are able to tug at the heart strings. But, behind the scenes it is so much more than that. Pulling together the music, the cadence, the diversity of imagery, and my favorite detail - the type being masked behind the model as they zoom in on them (if you missed it, go back and watch it again – it’s all in the details!). The delivery was so on-point and having print ads to support and be just as successful if you were to see it alone…that is the challenge, and they found THE solution.
I received a coupon for a company that I have never heard of, but the design was good and the messaging of “doing good for good” made me want to check it out. This company dedicated their product to sustainable farming practices which help us, our children and the future of their product. The line of copy and the “Field to Flour” enticed me to read about their mission on the side of the bag. Now, whether a mom is clipping coupons and just reads the $1.00 off message – I hope she also sees the lock-up on the bag, reads on like I did, and walks away realizing she chose the better product…maybe because she saved $1.00…but hopefully next time she’ll make the same purchase because the product was good…and the company is supporting good.
Of course, Carlos did follow it up with still enjoying the fun ads that give a giggle, but now I have this other mind set about my work having a larger purpose no matter how big or small the project is.