Brief for brand campaign

The Synergy
I laugh, I cry, I touch and I feel
I sense, I taste and I emote
But I always feel like a man of steel
Controlled by a invisible remote.

All my thoughts and actions explained
By a science that I cannot fathom
And all my knowledge they see is gained
By the working of an atom.

And here I have in from of me
A machine staring into my soul
One that’s designed just perfectly
That works due to some magnetic pole.

But even though this machine’s rife
With nuts and bolts and steel
Seated within it is LIFE
That makes this thing FEEL.

Comments

Post a Comment

Popular posts from this blog

The unforgettable evening with Hari

I fell on to the ground with a droning sound reverberating in my left ear. I was slowly losing sight of my surrounding. I was breathing hard and fast and could feel my breathing on my stomach, but slowly, even that began to fade away. And then... silence. I awoke with the noise of the small crowd gradually getting louder and louder and nearer and nearer. My eyes were open and were having difficulty adjusting to the bright light. I could feel my breathing again but this time - slow and controlled and now, my chest was heaving rather than my stomach. I was sweating profusely and the sudden lack of action was generating immense heat within me and I could feel it on my feet and hands. I felt like an ember emanating heat all over. I could feel the warm floor below me, even though it was wet. I also began to feel the heat below my, on my back, even though I was sweating and my banyan drenched. I moved my arms closer to my hips, folded them to help myself up but somehow, all I could do was th
Read more

Strategic planners, lateral thinking and stand up comedy

 Strategic planners have this innate habit and drive to connect seemingly unrelated dots and try to make sense of the world around them. No wonder that they immerse themselves into so many different kinds of things - and each will find its way into the work they do. Either it's in the brief, in the strategy deck, in the consumer insight, in the quest to simplify complicated thoughts and behaviours, anything. It's almost as if this constant need to connect dots and look for patterns is our coping mechanism to find meaning in chaos. It helps us understand the world better. And we do this so often that most often - it's on auto mode and spontaneous.  While we do this daily with the knowledge we assimilate along the way, we rarely utilize it to generate newer ideas when required. And then, I chanced upon a wonderful video by Mark Pollard, that showed me a new way to leverage this connection seeking behaviour of planners. It was used to showcase the power of lateral thinking, wi
Read more

Planners need to write BRIEFS not A creative brief

I was reading BBH Lab's list of 100 things planners should know, brilliantly captures by Chaz Wigley, Chairman of BBH Asia. (https://www.bbh-labs.com/chazs-100-things-a-planner-should-know/ ) The 10th point in that list is an interesting one. He says - "If you expect creative people to present you with multiple options then you should be ready to write multiple strategies to tackle the problem." I completely subscribe to this point of view. In fact, I think it should be the way we tackle creative briefs. But any look at a creative brief format of most agencies, you'll notice that it strips one of the ability to write multiple ones. The process is tedious, a lot of the columns are unnecessary that makes one question why it was called BRIEF in the first place. I feel a lot of them have too many unnecessary information points for the creative. They, in any case, rarely read it. They don't like briefs, they prefer the BRIEFING. To delve into the difference between the
Read more