Agency: Clemenger BBDO | Author: Mike Daniels |
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INTRODUCTION
The idea that research kills creativity is highly prevalent within the advertising industry, and is sadly, all too frequently true. Yet it is also sometimes possible for research to aid and even improve creativity. Sensitive research can save creative ideas, and even develop them. This is an account of how creative development research conducted by Clemenger BBDO Planning was able to help the creative department get to one of the most currently well-liked campaigns in...