Mythbuster: Don't fear a radical idea
Les Binet and Sarah Carter
Les Binet and Sarah Carter of DDB get a little bit angry about some of the nonsense they hear around them… like the idea that we should be very nervous about ‘alienation’
There is one word that crops up very regularly on creative briefs - the word is ‘without’. It seems that communication involves a precarious balancing act. We want our brands to appear ‘confident without being arrogant’ or ‘traditional without seeming old-fashioned’.
Last week, we saw an old favourite example of this ‘a without b’ syndrome. The brief...