“People will forget what you said, people will forget what you did, but people will never forget how you made them feel,” Maya Angelou.
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Last Thursday, AWARD hosted an exclusive evening in Sydney with acclaimed adam&eveDDB UK Chief Creative Officer Rick Brim – a unique opportunity for AWARD supporters to hear from one of the best creative leaders in the business.
Brim – D&AD’s 2022/23 Jury President and President of 2021’s Cannes Films Jury – has led adam&eveDDB to become one of the world’s most awarded creative agencies, with multiple Cannes Lions Grand Prix and Gold Lions, and Cannes Agency of the Year awards under its belt.
His message for the night? Give ‘em a punch in the feels. “Feeling is one of the most powerful tools we have as creators to move people. Amid the stresses, demands and mandates of being a modern creative, we need to cut through the noise with emotive stories that resonate, captivate and ultimately drive action.”
He showcased some of his best work including adam&eve DDB’s infamous Christmas campaigns for John Lewis, which, over the last decade, have become a national media moment across the UK.
Below are a few key takeaways from the night:
- On his award-winning John Lewis campaigns (below): “Emotive work is not just about making people cry. We had to figure how to make people experience different emotions and heartfeltness – even laughter – while staying true to the brand DNA. The challenge was not being formulaic. Rules were needed to ensure variation time and time again.
- On telling stories that can be bigger than ads: “adam&eveDDB’s mantra ‘Feeling First’ has led to some of its most successful campaigns. Marmite, in particular, has divided opinion for over 40 years. We played on the love/hate relationship many have with the brand to drive swathes of publicity. For Skittles, we appealed to empathy, apologising to rainbow lovers for getting rid of the green skittle. Product searches and sales spiked – the highest in the brand’s history. For Pot Noodles, we disgusted everyone by filling all kinds of holes, including potholes, with noodles, generating international press, touching popular culture and driving sales through the roof. Strong feelings can bring a campaign to life beyond just an ad.”
- On AI: “It can go f*&k itself. In the world of automation and data, ensuring you have humanness and feeling in creative work is critical. It’s about connecting with audiences through storytelling that has impact.”
Watch some of Brim’s best work below and thanks to DDB Group Sydney for hosting a fantastic event.
