Delivering brief to the client it’s always a challenge. Especially if we do it for the first time, to the client we don’t know. During the research process I didn’t have a chance to contact the company and talk to them as it would look in a normal circumstances. Instead, all information had to be found online. Understanding the brand through an online research was challenging to me, I spent a lot of time trying to understand what is that my client needs. In regards to the brief, the part I was struggling the most was to make the idea global.
Watching the news one day in February, I heard that the weather in the United States suddenly changed and the temperatures went down to -50 degrees. This happening really touched me and became an inspiration to my idea.
Global warming and weather anomalies affects the whole world ‘(…) there is only a dozen years for global warming to be kept to a maximum of 1.5C, beyond which even half a degree will significantly worsen the risks of drought, floods, extreme heat and poverty for hundreds of millions of people’ (Whatts,2018). I thought that I could contribute to the awareness of the climate change and initiate a dance challenge in which people would dance next to the fouled places. Then pick up the rubbish and show how good it looks. If only 5% of the whole population would accept the challenge, this could bring enormous results. This could be done by anyone, anywhere in the world, therefore it met briefs requirements.
Rexonas’ motto states ‘ the more you move the more you live’. I though that if we won’t do anything now we won’t live any longer. I always wanted to do good things through dance and I thought that it was the perfect occasion. This idea was very exciting at the beginning, however the longer at I looked at it the least it all made sense. After few weeks I realised that it doesn’t go with the company branding. I got stuck. I wanted this idea to work so much that I didn’t look in any other direction. I had to go over my research again and really understand the brief. I was hard because the clock was ticking and I had a feeling that I’m starting over. Looking again at the current trends and understanding Rexonas’ partners such as NowUnited and DanceOn better finally paid off. I came up with new ideas.
Each of them was different but by combining all of them I finally got to the final concept.
I came up with an idea of a dance game that fitted perfectly into Rexona’s branding and offered missing elements that DanceNow and NowUnited didn’t have. The idea was fresh, creative and exciting and ticked all boxes of the brief.
During the process I made a mistake of getting stuck on one idea for too long. I guess it happens to all of us at some point, especially when we do something for the first time. I stayed in my safe zone for too long and was scared to move forward. Now looking back I feel like I could have made my process more productive by pivoting sooner. However, I got my lesson and now I am richer in those experiences. The old saying states that ‘every cloud has a silver lining’ and I truly believe that the more difficulties we encounter the better results we achieve. 😊
Ecenglish.com. (2019). Why do we say ‘Every Cloud Has A Silver Lining’? | Learn English. [online] Available at: https://www.ecenglish.com/learnenglish/lessons/why-do-we-say-every-cloud-has-a-silver-lining [Accessed 26 Apr. 2019].
Watts, J. (2018). We have 12 years to limit climate change catastrophe, warns UN. [online] the Guardian. Available at: https://www.theguardian.com/environment/2018/oct/08/global-warming-must-not-exceed-15c-warns-landmark-un-report [Accessed 26 Apr. 2019].