Creative Director Doug Irving explains what he looks for in good creative pieces and the thinking behind some recent EnviroMedia work.
Start with a truth. A surprising number of women smoke during pregnancy or while around their small children. But no one wants to think about her child actually smoking.
Surprise me. There’s nothing inherently interesting about your standard headline + visual print ad. But what if you use the fact that you can pick up a magazine and flip it around to deliver your message in a more compelling way?
Play to your strengths. So many ads struggle to create interest where none exists. To celebrate the 25th anniversary of Don’t Mess with Texas, we designed an online contest around the campaign’s much-loved, celebrity-driven TV commercials. This built-in fan base brought instant momentum and ultimately generated almost 600,000 votes over a seven-week contest.
Don’t talk it to death. I’m a writer and appreciate good copy. But pay attention next time you’re watching TV — simple and quiet actually stands out more.