We have recently refurbished Guerilla Towers taking advantage of the post New Year lull, we now sport minimalistic ‘Scandi’ fixtures and fittings, white space, clean lines and yes lots of green plants (only some of which are real).
One new arrival we are particularly pleased with is the stenciling around the office. These are all quotes about the nature of creativity which we put up to a) make the place look more arty and b) remind us on a daily basis of why we are here and what we are best at.
We had a lot of fun in defining creativity whilst choosing the quotes which adorn our walls and it reminded us about the process we employ to get the best creative results for our clients.
As Leo Burnett tells us above the coffee machine; “Curiosity about life in all of its aspects, I think, is still the secret of great creative people” and you may be curious to know how we come up with our amazing creative ideas, so here you go…
1. Firstly fully understand the brief – ask questions, be curious and be clear on the objective
2. Then get inside the mind of the target audience , talk to them find insights about how they think and feel in our clients ‘space’
3. Crucially, simplify the core proposition into a single thought
4. Remember to free your thinking from the past, don’t just do what you did last time
5. Finally, be brave and have fun
“Creativity involves breaking out of established patterns in order to look at things in a different way” Edward De Bono quietly insists from the wall beside the printer. And he’s right.
In an increasingly digitally homogenized world, the success of a campaign or brand depends ever more on the beauty of simple creative ideas. Whether we are trying to help a new grocery brand fly off the shelves, rebuild the reputation of a train operator or create a revolutionary new Healthcare brand, the Guerilla philosophy, backed by the wise words which surround us, ensure we are true to that aim. And that’s why the work we do is so successful.
Oh and the last bit, about fun, if we enjoy the work we do so do our clients and
after all, who can disagree with Albert Einstein who famously said “Creativity is intelligence having fun.”
