MCCP Offset round up-

9 ‘So Whats’ to Game Change

Picture Source: iloveoffset.com

1. Play with your work and make your work play

Play is a state of mind in which we become totally absorbed by what you are doing. When we play we are less prone to distraction and much more open to innovative thinking.

So what: Always make sure you have total faith in your work as this enthusiasm and passion will translate into great output

2. The most successful projects are the personal projects

Creativity comes second nature to Jeff Greenspan. His personal projects are publicity magnets and follow his ethos of ‘interrupting the dominant narrative’

So what: Apply the same experimentation and open-mindedness to your work as to your play/ personal projects to break repetitious output

3.If you’re on time you’re already late

Richard Turley of Bloomberg BusinessWeek has re-written the rules of print by setting new trends and re-inventing old ones. More importantly the content of this magazine is always highly relevant, valuable and ahead of the trend, which gives it longevity and allowing it to compete with online news.

So what: The best concept quickly becomes an irrelevant concept if it arrives too late

4. Ireland is sick of second hand trends As Colin Harmon, from 3FE Coffee, observed; the Irish people have grown bored with cast off trends from America or London So what:

We have our own identity and culture and thus enough material to celebrate our own trends without forcing on the trends of another country

5. “Ours is a creativity borne out of demands”

Mark Waites of Mother London gave examples of some of his agency’s best work which emerged from project limitations, allowing the creative team to realise their full potential- “We didn’t have enough money to make the full body so we made it look as if he was swimming instead”

So what: Reimagine the inevitable restrictions placed on projects as inspiration

6. Build your own walls

Jessica Walsh, Mark Waites, Sam Arthur and Richard Greene all use restrictions and limitations as platforms for inspiration

“Give me all the restrictions, they make me

more creative” Jim Jarmush

So What: If briefed on a job which has few restrictions you should build your own ,because ;“If given the chance to do everything, we do nothing

7. Don’t forget that we’re telling a story

When asked what the future held for advertising, the panel answered that there was an opportunity to crack powerful storytelling through mobile media but that this goal had not yet been achieved

It’s too easy to get lost in the frills of modern media and to forget that it’s the story that people make a connection with.

So what: Customers are intrigued by a compelling story and

not just an impressive media platform

8. Digital solves some but not all problems

Offset 2014 seemed to be one of the first conferences that didn’t over- fixate on the potential of digital and instead acknowledged its limitations along with its strengths

Imogen Hammond from Drive productions perfectly encapsulated the changing relationship with digital:

“Never let the execution carry the concept, the concept is always key”

So What: Digital should be used as the platform for a great concept, not merely an

afterthought to compensate for a weak idea

9. “Just go out and do it”

Offset speakers advised that designers, creatives and marketers alike should stop taking the back seat when it comes to getting results. For example when Sagmeister and Walsh wanted to create font out of hair, smoke, balloons and chalk they used these actual materials on set rather than re-creating them in Photoshop. The end result was far more impactful

So what: If you want results sometimes you need to just go out and physically ensure that they

happen

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