Write a simpler brief and watch the creative work flourish. Simplifying briefs is not an easy task. It’s hard to get them through the system. But when the whole team believes and fights the right battles more often than not, a short one line brief with the product benefit at the core emerges. From then on it’s pure creative joy.
NEW WORK! I do believe in humour. And I think we need it more than ever. Hope these two new ads make you laugh out loud. Amazing work done by the folks at LOLA MullenLowe with Tomás Ostiglia, Jorge Zacher, Dante Zamboni, Tom Elliston and Oscar Fernandez Baca Cordon. With an impressive client and partner Caroline Gregory and Matthew Yocum, and the great support from Jose Miguel Sokoloff, Attilio Gianfrancesco, Pedro Mezzini, Lucía Villalva, Felipe Calviño, Corina Martínez Panés and so much more, and the incredible directors Lionel Goldstein. All of you helped us bring to life how fragrance can change it all.
Congratulations to all at Axe/Lynx and IPG! This is so great – off-beat, simple, and gets the message across perfectly ✨
100000/10 agree with a simple brief
Efecto AXE de los 2000, relanzado, sólo un poco más atrevido.
Love this. Brilliant. 👏🏻👏🏻
Here’s to the simple brief! 🥂
So good 🙌
Brave, Bold, Brilliant. Well done all!
So good! 👏👏👏
Agency Search/Executive Search/Agency Relationship Management/Creative Thinking /Account Management/New Business/Training
5moThe problem is not the brief, it’s the system that is designed to produce shitty briefs. One liners that fit in the 280 characters of old Twitter are gold.