Most people think creativity begins with a brief, but it rarely does. Instead, it begins with a kind of restlessness and a refusal to accept an obvious answer. In advertising, the obvious answer is usually very available and easy. We typically show the product and the largest possible logo, clearly display the price/discount, and feature a happy customer. We make sure we say words like new, delicious, now open, and sale large enough in marketing copy so that people buy the product.
I think everyone embraced this storytelling concept because we have to talk about the materials, the product, but doing it in a way that drives an emotional connection with the consumer.
