Friday, July 27, 2007

Super Simplicity

Simplicity is a virtue that is too often ignored in advertising.

It is however, no coincidence that many of the great campaigns we treasure are those which are simple at heart. They may have big budgets and expensive filmography; but the concept is easy to understand.

Sony's Bravia ads. Big budget, elaborate visuals; but a clear as day message: Colour like no other.

Its so much easier for people to remember, and act upon simple ideas. Which is why I love the work of Julian Burton. A guy who goes into big companies and helps the workforce understand the strategy and direction of the company through painting.

Its wonderful stuff.

Maybe that should be an ad test. If you can't paint the idea, it shouldnt be made.

(thanks to the wonderful 33 Thoughts by BDO Stoy Hayward)

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David Mortimer said...

That is a good idea. Kind of shows the inadequacy of a single line mission statement really.

Rob Mortimer (aka Famous Rob) said...

In a way yes, but the problem is often businesses trying to turn a mission statement into a promotion document.

We strive to provide exceptional quality at low cost whilst maintaining high ethics and good working practices.....

Thats NOT a mission statement, thats a shareholders report.

David Mortimer said...

heh, that is very true!

lauren said...

I'd love to see this idea extended even further.. not just a painting passed around at a staff meeting, but to have visual representation of the company happening at all levels and all of the time - the corporate equivalent of a courtroom artist - it's policies, new strategies, a change in staff structure, the birth of shirley in reception's first grandchild, etc.

Rob Mortimer (aka Famous Rob) said...

Absolutely. It could be such a powerful way of getting these messages across.

It remarkable that more isnt said about it really, so many opportunities.