If it isn’t about the ideas, what is it about ?
Went down to Buck college last week. Gave the students 2 briefs.
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.
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.