bonfire

For Those Insisting on Pushing the Envelope, Introduce a New Envelope.

Yesterday, I was working on some re-writes for a client. In the middle of doing these rewrites, I started thinking of what headlines would really stand out and grab someones attention. In process it occurred to me, they're just headlines. Headlines for so long have been invented, re-invented and then redistributed. Sure, I could come up with something a little different that's relevant but was it enough to really spark someones imagination? Am I going to captivate the audience in a way that they would be truly and utterly be engaged? Is my client going to be the better as a result of my work?

As a creative communicator, the question you must ask yourself is, are you pushing the same stamp stained envelope all over again, or are you introducing a new envelope?
Do your ideas get people talking, pointing, staring, blogging, gawking and most importantly do they your brand remembered? Below is my complete incomplete list of how to introduce a new envelope.

+1 Build From Truth
This sounds easy enough but your product is original, let that be the base to building and creating a truly innovative and original idea.

+2 Pick a Contact Point and then Think Big
Think outside headlines or television. This is your one chance to truly make your mark on your audience. Introduce a new envelope, use new technologies, new deliver methods, new mediums. Start here then watch your ideas catch on fire and grow.

+3 Break the Rules
In the case with most advertising, to fully introduce a new envelope you must be willing to break the rules. If people don't question your ideas, then it isn't new. Be willing to make people question your ideas and in a few months they will be loving you for it.

+4 Create Interaction
Introducing new envelopes is great but they can't be passive, they must interact and engage with the audience. Allow your audience to become participants and they will become invested in your idea.

+5 Make People Talk
In todays social environment and to quote an ad buddy of mine, "we must create presence."* You idea has to make people talk. It is not a new envelope if people are not sharing it,blogging about it, tweeting on it, passing it on, downloading it, and most importantly building a brand presence. Just ask Crispin Porter+Bogusky.

As a creative, introducing the right envelope is expected, introducing a new envelope is why clients come to us in the first place. Don't be afraid to introduce a new envelope, you'll be surprised as to what could happen.

Let me know what you think, I'd love to hear from ya.


* Click to read about Michael Calienes's topic on Presence Engineering.