Five positive things from 2012 that we should all do more of in 2013.
1. Be Brave
We must never forget that in order to do great creative work we have to be brave. Bodyform demonstrated this brilliantly in 2012. Whether it was set up or a real response isn't overly important, the result was spot on.
2. Be Emotional
I think within adland, people are getting a little past the love affair stage with the John Lewis campaign. However the response from almost everyone I have talked to outside of advertising says real people still love it.
Going for emotions shouldn't be a target as such, it should be the by-product of strategy and creative idea that really connects with people. Emotive gift giving and reliability is perfect for John Lewis, but the lessons on achieving impact in this way for others should not be unlearnt or misinterpreted.
3. Have Fun
Engagement is often an over-used and abused word in our industry. Yet we should remember that nothing we do will achieve any recognition from the audience if it fails to engage. The rise in brands that understand that having fun creates a connection with the audience is fantastic. You don't have to be serious, not even to get across a serious message.
We should always be honest. The first step on the road to a bad ad is having to be dishonest.
I love those strategies and creative ideas that really build on honesty. Whilst I don't think it is as strategically great as Persil's Dirt is Good, the new Ariel work finally gives the brand a tone of voice and strategy beyond talking about the product at point blank. I'm not convinced about the end line though.
5. Simple Strategic Brilliance
Sometimes simple bits of thinking are the very best. A Thai anti-smoking campaign used kids to make adults pay attention to the effects of smoking they usually try to ignore, and it was simply brilliant.