|Agency: Wieden and Kennedy||Author: Russell Davies|
Honda – Isn't It Nice When Things Just Work?
ISN'T IT NICE WHEN THINGS JUST WORK?
This is a paper about doing planning differently.
It's about rejecting the reductionism of a traditional creative brief and using new tools to embrace complexity and nuance.
It's about a planning model that allows strategic and creative decisions to be made at the same time, in the same place; the integration of what we say and how we say it in a single, continuous, fluid process – not a separated, linear, iterative one.