Bang in the middle...of the community that is!

Greenpeace UK have just launched a new campaign called 'Airplot!'. The campaign has been designed by Airside, a small studio (by UK standards) which is growing big (by our standards) and which fits very well in the whole campaign (name-wise). The Airplot! campaign protests against the extension of Heathrow Airport's third runway. The Greenpeace is much more than a virtual community, such as the many we get to see on Avaaz.org. Greenpeace have actually bought a piece of land bang in the middle of the zone, supporting the village of Sipson, including 700 homes and some businesses. Without getting into the whole debate, the above is a case of:

a) Green: Greenpeace have also been about the environment, but 2009 is expected to be the year of 'Green' thinking

b) Community: The community is joining forces against the government's institution! The community is at the centre of this whole issue

c) Online = Offline: On the latter, I may be taking it to far, but the Airplot! campaign is as present online as physically offline.

It's ROI, not creativity!

I recently had a chat with a friend of mine about creativity in marketing campaigns locally. The argument revolved around the lack of new and creative ideas which agencies and brands put forward. I was about to jump in the boat and add in other restrictions in the local market, mainly tiny budgets and just tiny per se.

But my statistical background makes me want to research almost everything. Even creatives need to sell their work and this does not necessarily mean being less creative or more mainstream, but doing a full job:

Step 1: Recieve campaign brief
Step 2 Brainstorm
Step 3: Draft proposal
Step 4: Sell it!
(but no it doesn't stop here)
Step 5: Execute
(and there's more)
Step 6: Measure, Measure, Measure
Step 7: Go back to step 2 quickly enough for step 2 not to happen.

Pretty straight forward, isn't it?!

ogilvyonrecession.com

Everyone should have a look! No need to say more!

BLAB's brief (for those who are still not convinced)

I stumbled upon this resource through the Ogilvy website, which I was reminded about whilst reading trendwatching's newsletter. Many are speculating about the recession but some simply attempt to extract the positive things about it. Past editions of Advertising Age hinted at a number of products which were conceived during a recession period (for the record, Google is one of them). The Ogilvy dedicated website provides a number of documents which are worth of a BLAB and a close look. Needless to say, Ogilvy also promotes its services through these freebies...but it's only fair & it complements well.