(It’s hard to hold the crayons with gloves on.)
For 2017, this was the rallying cry for our Human Rights Campaign Gala Program Ad. While it seems quite simple, sometimes making it look simple is the hardest thing to do. It’s like watching an amazing snowboarder. They make it look so effortless, you think, “heck, I can do that.” Then you get on a snowboard and go tumbling down a hill, praying that the snap you hear is just a branch and not your tibia. Only then do you realize; simple is hard.
As a marketing and advertising agency, it should come as no surprise that creativity is at the heart of everything VIRGEN does. But creativity alone, unbridled and unguided, can take you right back to third grade finger-paint class. And, while that was certainly a fun and exhilarating experience, it’s just not the type of work clients are looking for.
A good piece of creative conveys the right message, is fueled by emotion, and makes people think. This can be a difficult task, even on a good day filled with rainbows and unicorns.
A good piece of creative conveys the right message, is fueled by emotion, and makes people think.
SO HOW DID WE DO IT?
Our process always starts with getting to know what the client is trying to achieve. In this case, we met with the team of the Las Vegas chapter of HRC to hear their vision for this year’s gala. We asked questions. We dug deep. What kind of feeling did we want to evoke? What reaction did we need to incite?
This turned into a back-and-forth conglomeration of shared ideas and possibilities. Plenty of ooh, we could do this, or what about that?
We took the spirit of the conversation back to our agency and got to work. As with any project, we started with research. Lots of it. We needed to discover what already existed in the marketplace in order to create a campaign unlike any other.
Then we put crayons to paper to develop three individual creative executions based off our client discussion, research and further brainstorming with our team. The three concepts were shared with our friends at HRC.
It didn’t take long for a winner to be selected.
THEN THE REAL FUN BEGAN
One of the best parts of our job is to see our work come to life. Taking the concept from a simple “what-if” to full color is like watching a child come into the world-minus the crying and icky stuff. It’s an amazing and rewarding feeling to know you created something with the potential to have lasting impact.
This is how it is every time we get to work with HRC. As always, we are honored to be part of this important organization, determined to make a positive difference in the world.