I don’t often, or ever use this as a place to bitch about fellow creatives. But this post is about more than that, namely that If you’re asked to create a campaign, then keep your audience and strategy in mind. Consider the the message and it’s audience first, then fit the appropriate brand values around that message. This creates something that gets both delivered, engages, and holds the required brand equity.
The 2012 games is a massive undertaking. And the controversial logo has been well blogged and debated. The only hat I’ll chuck into the ring is that in my opinion, the equity behind the most historic display of humans abilities is held in those Olympic rings. A Gold medal at an Olympic Games are regarded as the pinnacle of an athlete’s achievement. It’s what young (and older) people dream of. Spine-tingling pride for you and your country. And our logo feels ashamed of it. Which it shouldn’t be. Anyway I digress…
Recently I viewed, with a sense of guilt for our industry, the latest construction communication for the 2012 Olympic park. Now I’m not trying to self-promote here, really, but poorly follows on from the widely appraised Heathrow Terminal 5 work. A team and I developed a clear hierarchy of messages containing three core elements to the campaign:
Promote T5 – Celebrate the great work going on around the project
Draw parallels – Between us and other great iconic projects in history e.g. the Empire State Building
Make the workers heroes – Celebrate those who are delivering for T5 in a way that achieves our vision.
Through all this, the audience was top-of-mind. The language, the real imagery and real people meant something to the workforce, and, importantly, had a payoff: That one day, you’ll be proud to say “I built T5”.
The 2012 campaign however has an aura of “do this can you please”. A bit like your mum saying “tidy your room”. No real point of why you should care so no pay off . Just a polite instruction.
What an opportunity missed from this occasion. A missed chance for everyone involved to really own this project. And what in the name does “you’re part of it” mean? Yes I am… and? Oh and don’t tell me to be considerate you patronising management type – there’s partly the point. It feels like a management poster. But with the brand team’s input.
Where’s the emotional reward? Where’s the Pride? Where’s the recognition of people? Where’s the reality? The men and women involved in delivering it all, the teams that I bet are working bloody hard to make it happen for us? So why should they care because a management poster says “Be considerate” or “Be healthy”?
Come on guys. I’d kill to get a hold of this campaign and make it work harder. Much harder. It’s yet another case of flash retail branding for the wrong audience. And it make me a little sad.