Two cents blog

Great ideas don’t just happen

by Kevin Moreland on 23 February 2015

What do speed-reading and motor vehicles have to do with one another? Ordinarily if you said absolutely nothing, well you’d be right.

That is unless you’ve seen the latest campaign for Honda.

I imagine the brief was something like this:

“Build Honda’s position as a brand which relentlessly pursues innovation, and has an unstoppable appetite to make things better, to push boundaries and constantly improve.”

There would also be a lot of people who would deride such a brief as uninspired, lacking in originality and trying to stake a claim in a crowded territory. And to be fair, many brands, especially those in the automotive and tech categories, tend to want to say similar things.

But what was interesting was how Honda’s agency, Wieden + Kennedy London (WKL) creatively tackled this brief. Take a look.

 

The team behind this obviously knew a thing or two about a relatively recent advancement in speed-reading and the ophthalmological mechanics, which enhance it.

What’s impressive was how the folks at WKL applied this ‘fancy eye science’ to meaningfully tell (and sell) Honda’s position. The result was not just a well-produced execution with a clear message, but real consumer involvement and, in turn, a heightening of meaning and memorability. I take my hat off to the creative thinkers who joined the dots.

As a long time student of the creative process, I’ve concluded that killer creative ideas are most often the interplay of two important dynamics; information and inspiration.

When we mash-up and creatively apply information and inspiration, as WKL did so well for Honda, new and original ideas form.

Indeed, contrary to how creativity is at times mythologised, ideas rarely, if ever, appear out of thin air.

So what does this mean for people who want to succeed in the creative industries? Well, I think it demands that we be alert, be curious and that we curate knowledge, ever-ready to apply it to the problem at hand.

In my observation truly creative people draw inspiration from outside their immediate area of expertise. Great creative people are, without exception, highly curious. They seek to understand stuff. They expose themselves to things that don’t seem immediately relevant and store them away for later use.

To me the Honda campaign answers the brief perfectly and speaks to the power of garnering knowledge and creatively applying it at the moment of truth.

Kevin Moreland is a Managing Director at BCM.

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