Tuesday, 5 June 2007

good, simple, ideas

Some ideas take stacks of resource.
Big budgets.
Huge teams of experts.
Brainstorms, Blue Sky days.
Focus groups. Market testing.
Others are frankly, bloody simple but none the less effective.
At ohm we’ve always been fans of the ‘bloody simple’ school of ideas.

Our “Say Ciao” concept for Benetton is a good example of that.
Benetton London were looking for an initiative to reinforce the brand’s Italian credentials.

The idea: “Say Ciao” a strapline that sat across point of sale, advertising, window displays, on staff badges.

No big pitch. No big report full of analysis and focus group feedback.
Just one simple – yet really good – idea.


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