Great presentation from Jasmin Cheng over at Twist Image. Clearly lays out some of the major issues around creative briefs many of us are dealing with today and some ideas around how to fix them. Particularly agree with point 6— I’ve always found the end result is better when briefs are created collaboratively with input from multiple sources. Sometimes far easier said than done (ok almost all of the time), but doesn’t mean we should stop striving for the best environment possible. 

Well worth a read, full of quotes and ideas from smart people across the industry.

By now most of you have likely seen Gareth’s recent talk at the 4A’s transformer series. One point he made (or rather, that he’s been making) is that conventional wisdom around how behavior changes is flawed. Reality increasingly shows that attitudes follow change in behavior, not the other way around.

Think this effort from Ogilvy Brasil is a smart demonstration of that thinking in action. No horrific PSAs showing mangled bodies or crashes, no preachy authority figures telling you why drunk driving is so bad. Just presenting the cold reality of what that night of drinking and driving could really cost, at a time when people weren’t expecting to come across that info. And while I’m sure not everyone took it to heart, have to imagine more than a few took cabs home that night, hopefully the start of long-term behavior shifts.

Great idea, and very nicely done.