What inspired me to write this post was (finally) watching the short doc about Caine’s Arcade, a small cardboard arcade in East LA that was built by a very creative 9-year-old boy. Check it out here.
Something I have thought about from time to time is the fact that the ad world is a place where ideas, concept and campaigns are, by default, the domain of Creative Teams. Sure, most of the time, that’s where the most talked about and original ideas are spawned but it is not necessarily the only place.
For the development team kick-off this fall we headed out to a desolate bed & breakfast in the Stockholm archipelago. After some much needed reflection over the past 6 months and some chilling-out in the sun we came to the fun portion of the day: the creative challenge. All the developers gathered in teams and each chose a consumer brand (all of which had a relation to Mobiento). The goal: come up with something new and creative that the client actually would love to do.
So, how did it all turn out? First of all, everyone loved this challenge and for a kick-off, that might be the most important thing. But the teams came up with lots of stuff, ranging from quirky rich media banners to full app concepts, complete with print media strategies. All in all, the challenge was a great success.
When we, as a team, talk about doing something of our own, suggestions usually revolve around hackathons, 24-hr tech challenges or what-have-you. Nothing wrong with that but this was something different. What I like about “non-Creatives” doing something creative is that just like the kids in the Caine’s Arcade documentary we (as developers) approach creative challenges in another way than someone right in the thick of it would. And that, my friends, will be where the magic (at times) happens.
What does this all boil down to then? My suggestion – Next time you work on a concept, consider inviting someone outside of the creative team – it might be the last 5%.
For our next kick-off I want to invite our finance guy, Mange. I am thinking he is going to be a killer addition to our team and take us to the next level. Creatively speaking, that is.
Martin Warholm is working as CTO at Mobiento’s Stockholm office.