full version available at http://www.brandrepublic.com/Campaign/Features/Features/874449/grow-future-learn-past/
The part I like....
We are, quite rightly, an industry obsessed with tomorrow. Relentlessly searching for the next big idea. And that next big idea can't look anything like yesterday's big idea. Ours is a ruthlessly creative culture, more so than any other.
We have to accept, however, that we live in an age of unprecedented change. Accelerating so fast that we only see the presents as it disappears from our consciousness. Thanks to the power of digital technology, we make mistakes faster than at any other time in our existence. - Sir John Hegarty, Campaign
Hegarty's favourite ad
Heineken Water in Majorca - This famous campaign, originated by Terry Lovelock, produced some truly wonderful work. For me, this was one of the best. I genuinely think that, 500 years from now, anthropologists wishing to understand the British in the latter part of the 20th century will just play this commercial. Our obsession with class, language and self-deprecating humour are all supremely expressed. And all in 60 seconds.
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