If it isn’t about the ideas, what is it about ?

Went down to Buck college last week. Gave the students 2 briefs.

Warburtons Bread.

The Problem is : Packaged bread is boring, and (weirdly) branded bread is less aspirational than the un-branded stuff which you can buy fresh in a supermarket.

The brief – Warburtons want to remind us, in fresh ways, that bread is fantastic.

Some ideas:

1. Set up a daily delivery service that brings fresh bread to your door.

2. Make a room-spray with the smell of freshly baked bread. Even bodysprays and deodorants …

3. Create a “variety” loaf that has different slices in it – wholemeal, rye, white. Even different “flavours”, like cheese flavour or marmite. (Crisps originally started out as just plain salted …)

4. Create a “mystery slice” in each loaf which is heat-sensitive. It reacts to being toasted – it might have a funny face on it, or it might have a motto on it, or it might tell you you’ve won ¬£1,000. Like the old toy in the cornflake packet.

5. Set up toast vending machines – on railway stations or outside clubs. Cheap, filling, hot, tasty.

6. Make furniture in bread-related shapes – beds like pieces of toast, etc. Bread is very … comforting.

7. Give out sandwich recipes, in fold-outs in magazines, so that all the layers can be revealed one by one.

8. Make tins that look like the packaging and which can be used to bake bread yourself at home.

9. Sell wheat as a new healing super-food. For instance, sell “wheat bags” which can be used to help people chill out, because the smell is inherently relaxing.

10. Eating the crust is supposed to make your hair curly – sell the loaves in the shampoo section, making Warburtons a part of your haircare regime.

11. The Warburtons Cook Book. Like Delia Smith telling people how to boil an egg, this is a guide to making the PERFECT bit of toast and butter. The book could also coincide with a campaign to put a toaster in every workplace and re-introduce the tea-break at 4 o’clock.

12. Adopt ducks as mascots. But unfortunately, ducks are very happy with stale bread. Maybe we could start a nationwide campaign to educate ducks’ palates.


The problem – all handset brands, with the single exception of Apple, are indistinguishable and boring. None of them carry any loyalty at all.

The brief – Motorola care. They’re not “cool” like Apple, they just believe in real people and the real world.Their view is that machines are nothing, it’s people who matter.

1. Create a community of film-makers who bring this message out, by making films on their Motorolas. Films about how corporations are sick, but also films about how great people can be.

2. With a smart-phone, you’re always accessible to your boss at work. So on a Motorola there is a default email message which kicks in at 6 and at weekends which says “I’m not at work right now. If that’s a problem for you, you may need to think about your values a bit more”.

3. Smartphones make people anti-social. So if anybody breaks off from talking to you, to do anything on their smartphone, smack them.

4. No logo … Take the logo off phones. Why be an advertisement† for your handset manufacturer – they’re nearly all crap brands ?

5. Set up free wall-phones, like cash machines, allowing free 1 minute conversations. “Talk to the wall”.

6. Set up a game of chat roulette. Make new friends.

7. Motoroaming – make disposable 2nd phones you take on holiday (or out clubbing) which you don’t mind losing. The travel ones have unbeatable cheap international rates – maybe linking to Skype. Don’t let the contractors rip you off.

8. Lose the idea of a handset completely, just make a Motorola antenna which you can attach to any object (eg a banana) and make that a phone.

9. Give old handsets to the 50% of the world who currently don’t have mobile phones. Motorola could be on a mission to make the world really connect.

10. Motorola is ‘the rebound phone’ brand. The phone that you have in between other phones as a temporary phone.

11. Make a “phone for life”. You buy one Motorola handset and it constantly updates itself. Only fashion victims need new handsets .

12. Admit that Motorola handsets are ugly. But so (by media standards) are most people. That’s ok. We’re cool with that. Ugly means nobody’s going to nick it, and it’s cool not to care about looks.

  • Lolly and Nat

    What great briefs.
    I really like the Warburtons heat sensitive slice idea.
    Kids would love it. Be great to vary what the toast stencil is with each batch, so it constantly stays fresh.

  • James Vigar

    Steve, we used to have projects like this at the School of Communications Arts back in the day under the tutelage of the wonderful John Gillard (class of 94, external tutor some bloke called S. Henry). What he would then drill in to us the need to harness our wildest ideas with commercial realism. That was the hard part. Clearly it still is. In all honesty, how many of these ideas would you be happy to present to either client? How many would imply a disregard for production cost, supply chain, retail marketing protocol, margin etc. In short, a naive view of business. Not a great impression for a creative agency to deliver. Yes, I know they’re students and I know it would be churlish to beat them with big commercial sticks at this stage however the real stand-out students, those that go on to great things, seem to grasp quickly the essence of brands and their relationship with their audience. From my experience of university graduates over the past few years, this is the bit that’s too often missing. Perhaps a part solution would be to establish creative planning as a core component of the syllabus to encourage students to think about the purpose of their creativity. All creative people want to rush to the ideas bit. There’s the fun. There’s what led us here in the first place. But the democratisation of creativity is making it ever harder for ideas to stand out. Selling stuff, changing people’s minds, illiciting behavioural response are still the best barometers. Perhaps students would benefit from a better understanding of these imperatives.

  • JM

    ducks’ palates!!!

  • Ivo Tsvetkov

    “3. Create a “variety” loaf that has different slices in it – wholemeal, rye, white. Even different “flavours”, like cheese flavour or marmite. (Crisps originally started out as just plain salted …)” Variety is the spice of life. And the great ideas as well. Cheers.

Campaign Jobs

  • Most discussed/rated

  • Tags

  • Authors

  • Archive

    October 2010
    M T W T F S S
    « Sep   Nov »