McDonald’s Build Your Own Burger: An Idea that did in Germany.
Ideas that do or brand messages in your face?
A few years ago, ideas that do were far less common than they are today. For one thing, brands weren’t yet sure what to do with consumers who were starting to make noise in social media. Agencies were still stuck in the mindset that the answer to everything was a TV commercial.
True, on the digital side the Razorfish’s and R/GA’s set examples with platforms. And in the more traditional world Crispin Porter Bogusky led the way with ideas like Whopper Sacrifice and in Europe DDB Amsterdam made plenty of noise with fresh thinking and VW’s The Fun Theory.
But they were in the minority when it came to creative ideas getting produced.
Now, however, everyone has caught on. And so we have smartphone apps, Facebook experiences, crowdfunding, staged events in search of virality, customized digital experiences, transmedia product launches, participatory television, you name it.
Back in November last year, Tyler Deeb was thanking his supporters for funding, what was aimed at covering the production costs of $6,250 with the aid of Kickstarter and left him humbled with a feeling of it being undeserved when 4,022 supporters had raised $146,596.
Joyce King Thomas, the former CCO of McCann Worldgroup in New York returns from retirement to lead EBC, a newly founded, dedicated agency to service McCann’s Mastercard account.
HailO, an app for cashless black cab riding in London.
That’s right, big problems don’t require big solutions
The HailO app by Caspar Woolley and Russell Hall demonstrates a practical, feasable solution for London’s legendary black cabs and their passengers.
A chronicle of consolidated and certified solutions -much like the one above- for every perceivable business field, submitted by businesses around the world, makes for the new priceless and outshines the initial brilliant ad campaign even while its being accomplished.
A chronicle of life time achievements for participants worldwide to look back upon and have something to tell to grand children.
A dedicated agency for only one client has been executed earlier by McCann alumnies, though with modest results. Spark44, the dedicated Jaguar agency, for who’s release of their website no one is seriously waiting for.
What however seems to be the problem?
Plastic cards, which have been pioneered by Mastercard in the 20th century and cashless payments have become a commodity like power and running water, all without resolving a dire need.
McCann dominated the world market with universal big ideas, such as the PRICELESS campaign for Mastercard, for which Joyce King Thomas has been a co-creator.
But Paypal discovered an idea that does for the 21st century.
An idea that does, which Thomas now must surpass, or claim ownership of and convince the public with brute media force to rightfully doing so. McCann ExtraBoldCondensed will have to play out all its worldwide muscle with single minded old world conviction.
To strengthen the resistance of the middle class and for Mastercard to become an enabler for innovative new business ideas by the vast majority is a challenge I envy Thomas, McCann EBC and Mastercard for and is worth the occupation between meals.
The comment argues that the 1% theory and the occupy movement make for a wrong perception of what is a minority (99%) and a growing majority (1%), while in fact, the vast majority remains a reliable backbone of the economy in most countries and certainly that of the US and Germany.
Ideas that do was coined by Gareth Kay from Goodby.
The proximity of Nürnberger (flame broiled small sausages) and Hamburger (ground meat patty) offers ‘Hüttengaudi’ (cottage fun/cabin fever) way beyond der state’s geographic boundaries of Bavaria and Franc.
Franc and Bavaria together make up Bavaria, Germany’s largest and perhaps most popular of the 16 federal states, with an ongoing tendency to being independent from Germany.