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John Schoolcraft: Why only exceptionally great ideas perfectly executed should be awarded

Som tur är finns det inget som bäddar för succé lika mycket som nederlag. Det skriver Oatlys John Schoolcraft, ordförande i Månadens Idé, apropå att juryn valde att inte utse någon vinnare i januari.

Publicerad: 28 februari 2022, 13:25

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Oatlys creative director John Schoolcraft på ett vetefält. Ja, du läste rätt.

Foto: Press/Oatly.


Ämnen i artikeln:

John SchoolcraftOatlyMånadens KampanjSuper BowlSuper Bowl 2022

By the time this is published, everyone will have forgotten this year’s Super Bowl ads – what they were about, who made them and which brands they were trying to promote.

A media spend burn rate of SEK 1.6 million per second apparently doesn’t foster a lot of ground-breaking experimental ideas. Instead Super Bowl spots follow a predictable formula – write a script with a ”funny” little joke, pay a celebrity to star in your ”funny” little joke and then ensure your production budget is twice your media spend so you can blow shit up, like buildings and cars.

LÄS MER: Ingen vinnare i 2022 års första omgång av Månadens Idé

This year’s ”winning” spot ignored the formula entirely and served viewers a Pong-inspired QR code ricocheting around the screen while changing colors for 60 seconds with the intention of getting viewers to scan the QR code for a re-direct to an online platform for trading cryptocurrencies. Sounds like the most boring idea ever, but when perfectly executed within the context of the Super Bowl, it becomes genius, sticking out next to Arnold Schwarzenegger dressed up as Zeus or a falafel salesman outside the Colosseum in ancient Rome, I can’t remember.

Unlike that idea, what you are reading at the moment suffers from spotty execution and is only mildly interesting. Because of this, most of you won’t finish reading it and so you will never know that the purpose of this was simply to demonstrate why only exceptionally great ideas perfectly executed should be awarded the Idea category’s top position. 

Fortunately, nothing provides a more clear brief for success than failure, so at least this example of underachieving writing has an optimistic ending.

John Schoolcraft, creative director på Oatly

Det här är opinionsmaterial

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John Schoolcraft

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