To know what to say, you need a voice.

Everyone is mocking the sameness
of all the COVID creative work.

Fair enough.
It’s cookie cutter stuff, not our proudest moment.

But I haven’t seen much in the way of solutions.

What the hell is wrong with our business
that it produces such uninventive work
at time when creativity is most called for?

Why are we so afraid to offer anything different?

I’m not really sure, but have some thoughts.

My first thought is that we’ve given up on true brand building.
We’re so focused on tactical executions,
we don’t allow time for the hard work of defining
what a brand stands for, why it exists,
why anyone should care.

So we’re left with a bunch of look-alikes
doing the same shit with different color palettes.

Our clients should know exactly how to respond in a crisis,
because we should’ve done the work already.

This is our voice. This is our tone.
These are the kinds of words and images we use when the world feels like it’s falling apart.

We may not have seen COVID coming (although we should have), but we know damn well that a crisis is always just around the corner, if we paid attention in history class.

So let’s have a good laugh at each others expense.
We deserve it.

Then, let’s get back to doing the jobs we’ve ignored for way too long.