Posts Tagged ‘creativity’

Steve Jobs, Apple And An Amazing Impact On Advertising

25 Aug 11

While the world is reeling at the news of Steve Jobs’ resignation as CEO of Apple, the ad community is rallying to look at the amazing impact the Apple brand has had on advertising. From 1984 to Think Different to the iconic iPod work and everything in between, it’s a massive breadth of work with some of the biggest contributions to both ad and pop culture. Check out the AdAge and Creativity list of 10 top Apple ads here. And if you haven’t seen his official and touching resignation letter, check that out here.

Image via Mashable

The Almost-Lost Art Of The Letter

17 Aug 11

In a world of text messages and emoticons, LOL and TTYL, it’s rare to see words spelled out completely, much less handwritten on real live paper. Now, online, there are two sites dedicated to celebrating and re-energizing the almost-lost art of letter writing.

The first is Letters of Note. This is a blog-style website that, in their own words, features “fascinating letters, postcards, telegrams, faxes, and memos.” The site features each new letter by couching it in the context in which it was written. For example, there’s one between a mother and the band Green Day about whether or not one of their albums is appropriate for an 8 year old. The site features the mother’s typed letter and the band’s handwritten response. Another, my personal favorite, “Persist” was written by Pixar animator Austin Madison to “aspiring artists in a bid to inspire them through times of creative drought.” Click here to read the whole handwritten letter in its original form on Pixar stationary fully-equipped with a hand-sketched drawing sign-off.

The second is Snail Mail My Email. This month-long project, which garnered a lot of attention via Creativity, the Daily Good and more, allowed you to send them a quick email and then “sit back and relax while your email is handwritten, sent out, and delivered to the recipient of your choosing, completely free of charge!” You could even choose which personal accent you’d like, a doodle, a rose petal or even a squirt of perfume. The project just ended August 15th and they sent over 10,000 letters around the world. Check them out here.

Here’s to using the online portal to celebrate one of the most traditional forms of communication there is: the letter.

The Battle of Old Spice

26 Jul 11

The social sphere is abuzz today with the battle between the Old Old Spice Guy and the New Old Spice Guy. We saw it first on Adland then it popped in our inboxes via Creativity.

It’s no surprise that this already powerful campaign is still garnering attention. They’ve cast Fabio as the New Old Spice Guy. Check it out here.

Just when we stopped thinking of the Old Spice Guy here he is again in a whole new Fabio-ized form and we’re invited to participate by voting, tweeting and if you’re like me, getting lost in the YouTube land of neverending video responses to their latest tweets. This is a great example of an already successful campaign that just keeps gaining new energy and momentum.

How To Make Ideas Happen

20 May 11

We’re fascinated with ideas. Where ideas come from. How to approach thinking to get the freshest ideas. And the power of collaboration and inspiration.

So when we saw this article sharing insights from the 99% Conference: Key Insights on Idea Execution we stopped in our tracks and started reading.

Check out the link for some great highlights of the conference. Some of the bravest, boldest, smartest thinkers out there share honest insights on creativity, accomplishment and overall a “deep dive into the mechanics of making ideas happen.”

For visual learners, there’s even a series of posts dedicated to illustrated conference highlights.

While you’re on the 99% site, scroll to the bottom and look on the left to check out the Thomas Edison quote that inspired their name. So very true. And a great example of an inspiring and intriguing yet powerful name.

Karolinska Institutet, You’re Preaching To The Choir

24 May 10

Researchers at the Swedish medical university Karolinska Institutet have recently determined that there are brain chemical similarities between healthy, highly creative people and those people who suffer from schizophrenia. They also say that high creative skills are more common in people who have mental illness in the family and that certain psychological traits such as the ability to make bizarre associations are also shared between the healthy, highly creative and schizophrenics. The article goes on to use totally scientific words like “dopamine”, “thalamus” and quote a Swedish guy who seems to know what he’s talking about.

I think I speak for everyone here when I say, “Duh.”

Don’t need brain sensors, test tubes or labs to tell us that. In fact, sitting through one day in any agency with any creative merit will leave you less with the feeling that you’ve just watched creativity in action and more that you’ve just left a ward filled with folks who wear coats that “feel like they’re hugging you all the time.” It’s kind of the price of entry. Sometimes great ideas find their way out of the madness. Or, if you’re really lucky, sometimes a little madness finds its way into the ideas.

So the next time you visit your agency, if someone doesn’t freak you out a little bit, doesn’t make you stare a little too long at them like you would when passing an automobile accident, or doesn’t make you hope your children find work in the actuarial sciences, fear not. You chose the right agency.

We Love To Innovate

31 Mar 10

We’re in the midst of a great innovation project with one of our favorite clients.

Just last week, the innovation team met for a creativity-packed session at the The Room Studio in NYC. Check out some pictures of this gorgeous, idea-spawning space:

We left with a few inspirations we couldn’t help but bring back to the agency:

1. A reminder to keep our physical workspace as creative and free-thinking as possible. (We’d secretly like to move into the Room Studio permanently.)

2. When brainstorming, it’s important to set ground rules and expectations at the beginning of the session. And it’s important for a point person to make sure all team members stick to those rules.

3. A favorite ground rule: all team members must give ideas the chance to breathe before killing them with “but we’ve done that” or “but how would we ever afford that?”.

4. A fun exercise: use seemingly unrelated stimulus to spark exciting new ideas.

5. A great strategy to keep things fresh: continuously mix up partners and teams.

At Sawtooth, we’re committed to constantly change up the way we come up with ideas. To keep the perspectives new. To switch the angles from which we approach all of our projects. To innovatively innovate.