Fear not the bad campaigns!

We sometimes have a fear that some of our best work might not be well received by the market. Perhaps the view here could be that we pushed the ideas too hard, or we went a totally different direction that has not been the norm, and this could either work out or not work out.

While the approach here is about safe vs unsafe work, our filter on ideas that are outside the norm should be on reviewing what the worst case could potentially be, then what the best case scenario is. We hear the complaint all the time from those that are termed creatives that brands always want to do the safe work, never the work that is outside their comfort zone. Brands on the other hand can easily say that sometimes creatives want to push too far, forgetting what the brand stands for.

Although there is a need for both to meet each other halfway, there is strength in pushing the envelope in a responsible manner to unleash work that can either get adoption from the market (massive) or launch to some form of non-relevance. Whatever the outcome, let fear not be the filter!