It’s very common for a creative brief to contain a footnote from the client that stipulates something along the lines of, “Oh, and can we do something original?”
On the face of it, this isn’t an unreasonable request. Here at The Escape, originality is always one of our principal aims. The notion is simple, to develop and nurture an idea into a deliverable that adds tangible value through implicit inventiveness and execution. The benefits are two-fold. It sets apart our clients’ product or service offerings as well as being a differentiator for us as a design agency.
In reality, however, originality is rarely as straightforward as it sounds. For example, if a wheelwright was asked to produce a wheel but to “do something original”, I’d guess it would still end up being fairly round in shape.
Therein lies the challenge for all creatives.
Occasionally, we encounter something that, while broadly ’round in shape’, does deliver a departure from ‘the norm’ (whatever that might be).
The following images are ingenious extensions of a long-established advertising medium - the advertising hoarding or billboard. The clever bit, however, is by applying another dimension - literally - to deliver a more life-like effect.
This generates significant appeal and becomes much more ‘natural’ or ‘real’ since we all experience our world in 3D rather than the more conventional 2D approach to on- or off-line advertising.
Have a look at the following and tell us what you think.
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