adam&eveDDB Reveals The Wonder Of “What The F@ck!”
Richard Brim, adam&eveDDB’s chief creative officer, told Cannes Lions today just how powerful ‘the wonder of what the f*ck’ can be in creative work.
In the session, entitled The Wonder of What The F*ck, Brim outlined some unexpected stories behind the creation some of the agency’s most awarded campaigns, helping adam&eveDDB win the most creative agency of the year title at Cannes Lions last year.
Brim explained that some of the agency’s best work came into being because adam&eveDDB has created an environment where people are not afraid to share their ideas, no matter how crazy, stupid or WTF-inducing they might appear.
“I find that some of the greatest and most insightful ideas I’ve heard have come from those WTF moments,” Brim said. “The ability to get a WTF idea and use it, is what I’ve found, the only thing that helps us.”
Brim asked the audience to consider the depressing statistic that 89 per cent of advertising isn’t even noticed. What makes an agency is not the best talent or the slickest offices with ‘distressed wood flooring’ ‘cool staircases’ or even “a wall of stuffed animals wearing glasses,” he said. It is about having an environment where people don’t worry about voicing their ideas, no matter what they are. Even the best talent can be afraid to articulate an idea when it pops into their head because they are crippled by what the people around them might think or the positon they hold.
“We’ve all worked in places where it’s like ‘no idea’s a bad idea’, but you do think a bad idea’s a bad idea, you do think they’re going to laugh at you, you do think you’re going to be fired,” he said.
To illustrate the power of WTF ideas, Brim pointed to moments throughout his career atadam&eveDDB where the wonder of WTF has helped him and his team create work that stands above the parapet.
Marmite ‘Gene Project’
The idea for the agency’s multi-award-winning Marmite Gene Project, which enabled the public to test whether they were genetically predisposed to love or hate Marmite, came from a very unexpected place, Brim revealed. While the team assigned to work on Marmite were having a creative brainstorm, a small voice at the back of the room said: “If you really love it or hate it, surely it’s genetic?” That voice was from a junior planner who had just started at the agency. He went on to suggest that the team should actually test whether people’s love or hate for Marmite was genetic. The initial reaction to his idea was,’ WTF?’ Then, almost immediately, there was a wave of consensus around the room – that was the idea. From that, an entire campaign was very quickly born. “[That idea] shouldn’t really have happened in that creative brainstorm,” said Brim. “The beauty of it is, it makes your life so much easier.”
Fifa ‘El Tornado’
Brim explained that the number one rule when working with gaming brands like Fifa is “don’t f*ck with the game”. But one team at adam&eveDDB wanted to do precisely that to launch Fifa 18. The agency went to the client with their rule-breaking idea, and after several rejections, the client eventually said yes. El Tornado, a new Fifa football skill move developed by Ronaldo himself, became a phenomenon in the process and took over the football world.
Harvey Nichols ‘Shoplifters’
adam&eveDDB had a tradition of making high-end slick fashion press ads for its client Harvey Nichols. All that changed when a team that Brim describes as the “least fashionable team at the agency” said they had an idea for the Harvey Nichols loyalty app. They explained they wanted to show people stealing from the store using actual CCTV footage. “Everybody just went quiet,” Brim said. “The team didn’t have a brief, just came in and said ‘oh, f*ck off, forget everything that’s gone before’.” The resulting film not only won two Grand Prix at Cannes, it made a cameo appearance in Trainspotting 2.
John Lewis “EltonJohnLewis”
Brim revealed the pressures on adam&eveDDB when it comes to the phenomenon that is the John Lewis Christmas ad. “My most fearful word is Christmas,” said Brim. “It starts for the agency in January. The only time we don’t have Christmas is December when it is actually Christmas.” Each ad, from ‘Monty the Penguin’ to ‘Man on the Moon’ is an extremely tough act to follow. “Every year you get hundreds of scripts in and it really is quite a hard thing to sift through, because there’s a rule book,” Brim said. “The rules are: no celebrities and no telling other people’s stories.”
The team that came up with the idea of Elton John telling his life story smashed through both of the rules. “It may seem only a little what the f*ck to you guys but to us, to me and the client, it’s not. This [ad] heralds Christmas in the UK. You f*ck with this format and people go for you.”
Brim also paid tribute to other WTF brands, such as Gucci and Nike, and noted the most popular song of all time is the resolutely WTF ballad Bohemian Rhapsody. “Have you heard the f*cking lyrics?,” said Brim.
“What those aren’t are in the 89 per cent and that’s the most important thing,” he said.
Latest News
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.