One of the clear changes that has emerged in the last decade as a result of the proliferation of mobile technology and easy Internet access is the gradual loss of the “captive audience”. The clearest evidence of this is in the transformation of in between spaces – in particular, airports and now metro systems.
Soldier, you gotta get out more. There is life after property. In this post, I look at TD’s Dear Mortgage campaign and argue that it is a very dialectical – and effective – approach to identity myth making for both the consumer and for TD as a brand.
For most of November, a Walmart/Xbox One campaign occupied every ad space in Yonge and Bloor Station. Unfortunately, it is a perfect and example of a campaign whose strategy is showing. Not only is it showing, it is essentially all there is to it. This blog post talks about why this isn’t just a missed opportunity to do something really interesting.
A little while back, I felt some unseen creative potential rapidly growing too big for the enclosure I’d banished it to years before. On some far-off prison planet an overcrowding problem was getting serious and I needed to pursue some kind of original creation. So I tried my hand a song writing.
During commutes on the TTC I set myself adrift in thoughts and stories, hoping to develop a topic on which I could write a meaningful song.
“… sometimes their strategy is a little too good,” a director of planning told me a few months ago, “in the sense that their strategy is showing.’
My silent smile betrayed that I didn’t actually get the reference. “It’s a bit of a joke,” he explained, “we used to say that when the planning behind a campaign overshadows creative.”