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Technology surrounds us in the advertising world. We are engulfed with
constant ads, constant ideas, and a constant influx of competitors testing the
waters of innovation. Technology has changed the game for advertising, but
the constant use of technology has also put all of our competitors on the same
wavelength. No one is original anymore. Where is the box, and how do we
begin to think outside it? The most innovative advertising agencies don’t have
to be the agencies with the latest and greatest technology advancements by
their side. What if the advertising agency’s creativity was sourced from its
authenticity of doing what no other agency dares to do -- or at least no longer
dares to do. A creative mind doesn’t need a dim-lit computer screen with a
bunch of words sprawled on it. Anyone has the potential to be creative. Don’t
be fooled, if someone claims they lack the creative gene they are wrong.
Creativity is not a missing chromosome, or a left brain, right brain correlation,
they just simply haven’t been inspired by something that’s sparked their inner
creativity.
Ever wonder why your best ideas come to you in the shower? Studies
show that the relaxing, stress-free environment of the shower is when your
brain feels most at ease to generate creative ideas. So why not create an
agency that provides the same creative freedom, well without the whole water
element. Let’s go back to where creativity began, with a pen behind the ear
and a notebook in hand. Advertising is only successful if it reaches the target
audience, what better way to market to our audience than by spending a mile,
or two, or three in their shoes. The real creative ideas, don’t happen in front of
the computer screen. Creatives are inspired by the world.
Technology dehumanizes us, computers don’t relate to people, people relate to
people. The first step to thinking outside the box is to get rid of the box
altogether. Roxo, should not confine or condemn its ideas to a limiting
parameter. Let’s redefine innovation. Let’s redefine creativity. And let's start
with where it all began, pen and paper and the world as our inspiration.
A L B E R T E I N S T E I N
Creativity is intelligence having fun.
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