Atomic Playpen is the creative force behind Save the Walls and partner John Biondi offered some insight in the comments on this project and the situation that they were facing.
“… We (Atomic Playpen) had to care enough about the work to cast a strategy that was right for the audience, and then stick to our recommendations even when it got tough. It also took a handful of key people on the client side you bought into our theme and its tactics and fought for the ideas with us.”That being said, I know that we’ve all worked with difficult clients, but Atomic Playpen's persistence and planning is commendable. This campaign could not have been better for the target no matter how unlike 3M it may be. I’m not exactly sure if this campaign will stick as well as the product, but it’s getting people talking, sharing, and laughing – which are all good metrics if you ask me.
9 comments:
First off, I love those 3M Command Strips- less filling in holes in the wall when I move.
Second, I'm not surprised. They had a specific target and created something that would interest them. Account Planning anyone? It shows innovation and an intent to pay attention to their consumer.
I just read Erin's post, and saw what you wrote...
As a disclaimer, I have to say that I am NOT saying that the savethewalls.org campaign is the best campaign ever created, or that we are the only agency to get unexpected work approved by a big company. , Trust me though—it's not all in the account planning. Actually none of it's there. Nobody loses their nerve when they plan the sky diving trip.
I agree with you completely that if you have talented account and creative people, as well a deep understanding of who your talking to then you SHOULD create your message based on that, and it SHOULD be wonderful b/c of your talent.
However, you should still be surprised. My guess is you aren't b/c you aren't accounting for the fear factor that makes lots and lots of agency, and...at least as many client decisions.
What's right for the demo is almost always a well educated guess, and what if what IS right for the demo is also very risky to the brand, or more commonly, to your job are you risking your job as Sr. Manager of Whatever at whatever big company you've been at for 25 years b/c some agency wants to make videos of "douche bag" jokes to a camera? I don't think you would...and even if you would, you'd be rare.
The 3M team on this took risks on with us, and trusted us to make good decisions. We told them we were doing douche bag jokes before they awarded it to us, so they were ready from day one. Guess what happens though, after you write, cast and shoot the douche bag jokes, and then everyone and their boss watch them — they become instantly not very funny at all. Guess what else—talking a conference room full of adults into trusting you that something really is funny doesn't work, I've tried it more than once—sometimes I even left wondering if it was funny. Doing it is funny later though...when you realize how silly it was to try.
Anyhow, for whatever reason I'm working from home for the next hour and caught this, and wanted to let you know what gets the job done--writing 10 bits that are easy for your client to approve, get them approved, and shoot them first. Then shoot the real jokes, and keep your client completely abreast of the whole process—then you have permission to capture good content = step one
Then, when you get to that meeting where the everything you shot is suddenly, heart-heartbreakingly not at all funny...to ANYONE in the room -- trust yourself, go throgh the audience and the strateggy to make a connection with them, and you'll probably realize you are right, and it just the freak-out phase of the engagement. Don't freak out though, or the approved jokes will get approved and you'll be come bitter and then all of your jokes will become approved jokes...you end up alone...instead, if suggesting that you stick to the gameplan, and remind that we have no reason to question it doesn't work, then test your material on the demo as fast as you can. If your stuff was right in the first place, then it will test well...and if you have to runt the test for free, or a 2-dork video operation called 3-Volts, then do it, because that's the work that's going in your book...pay for the test with your own money if you have to. If your demo is billionaires you're screwed though...we just used gift cards.
3M, Atomic Playpen in this case deserve at least to be recognized for risking it b/c it was right to risk it. That is rare. How about a hand for all who risk it when it's right!! Okay..I'm out.
Thanks for your comment, John. I've only been working in the industry for 3 months, but I have already been shocked at how political decisions become. Suddenly, it's not about what's good for the brand--it's about what's safe and what will get approved. This anxiety happens on both the client and agency sides, and I'm proud that Atomic Playpen and 3M were able to break through on both fronts!
It was also really interesting to read your account of when funny becomes NOT funny...that's something I haven't experienced yet, but I'll keep your advice in mind when I do. Anyway, thanks again for your comment.
(And I do think Jacey meant she wasn't surprised that the campaign was a SUCCESS, rather than not surprised that you made it happen--we were very surprised that 3M went through with something so out-of-the-box!)
Thanks Libby, I should have been more clear I guess. I am surprised that it made it through- I too have only be in agency life for 3 months and have already seen fear and politics override creativity, risk, and innovation for safety many a time.
What I am not surprised about was the success. People like to see campaigns that have their interests in mind. They also like to see something unexpected. Congrats on taking the risk.
Ahhhh...so I was mistaken in your underwhelmedness...I feel that I may have over reacted...but actually, I we've just been asked so often and so surprisedly how it worked that I've had a pent up explaination waiting to come out. Thanks for letting me misunderstand you so that I could share!
Last week there was a Mima event on web video, I couldn't attend, but I watched it on the web -- you may have seen it. I saw one panelist, in so many words, explain how and why clients don't get it, and that we would all just need to be patient and wait until they did. Then Jake Nyberg, a friend and member of the 3Volts crew that I use often spoke and showed the savethewalls.org site, and the room laughed for the first time (except for when that guy put his laptop on his head...which I laughed at at my house). What made me want to jump through my laptop screen was when Jake had questions about how it got approved — as I've said, everyone is surprised — but since Jake and Bill come in to write and shoot and direct and edit with us, and not to pitch and manage and be vigilant on conference calls with us, he really had no way of saying a what I wanted that audience to hear — everyone isn't dumb, but it takes time, and energy and a really good account exec. and the balls to say no, and to risk losing the account when it's important enough...all of that. The other thing is, every we or anyone writes isn't necessarily funny...bitter guy proved that with his example of the gold his client passed on had some comedic problems...in one persons opinon...I won't say who. Me...okay there.
Anyhow, we have a campaign with a very similar approach from a media tactic standpoint, launching today I believe...also features lots of video, launches a big brand into a new category to a new audience (35 yr. old moms) and you can see how there is plenty of opportunity to get work that is brand and business right AND pisses a few people off/and delights a few others out to the business end of a ad campaign...and I think the youngest people in the business need to hear that you can do most of what you want most of the time if you're good at your job, and you're clients are too. Anywho, that site launches tomorrow with media, but we have the un-announced site up as of Monday here: www.letJoyIn.com watch the videos, they are still funny and brand/demo correct, but it's not the type of funny that makes 19-yr-olds (ad me) laugh as hard...they don't buy the family groceries.
The client is Bellisio Foods, and the brand is Joy of Cooking. Beta ends tomorrow, but the jokes will be the same :) hahaha...
I'm always interested in feedback.
I am so full of shit on this site today...NOT A WORD MORE~
Geez John, with these epic comments, do we need to just invite you to be a Yaybia contributor?! Kidding, your comments are truly appreciated. You'll get lots of feedback on the site soon--thanks for tipping us off to this launch!
Did that guy say pussy?
Good exchange here. Love it. Biondi - you're a madman with the novella coments. Damn, dude.
John is right, Bill and I were admittedly new to the game of what goes into getting something this ambitious past the sentries at a company the size of 3M - it was a killer learning experience.
In the end, it was AP's persistence and 3M's risk taking that paid off. Another key bit of ammo John used was metrics from an 11th hour focus group we arranged with essentially no budget left. (it's amazing how easily you can round up a dozen college students if you buy a few Target giftcards...)
This is by far the biggest "victory" on our reel and I am sure AP feels similarly.
Now the next step is to watch how it does with the demo, I suppose...
I will say that I wish there were an easy way to measure before/after brand impression for students who watch the series. That would speak volumes to me if I were a decision maker at 3M. In our focus group the response "3M made this?!" was heard more than once. Love those moments.
For those who liked the campaign so far, there are about 25 more PSAs we're still sitting on. Biondi may be able to speak to the chances of those ever surfacing in a 2nd volume or whatever.
Alright, now I'm playing Tolstoy myself...
We here in Canada are doing something a little different to save our walls; we’re taking it across the country!
3M Canada (www.commandstrips.ca) is teaching Canadian students how to make the most of their small space. To show students how to turn their mess into an organized success, the 3M CommandTM Campus Tour is hitting university and college campuses across Canada this fall. 3M Canada is visiting 21 universities and colleges across this beautiful land with their 24-ft Command truck that’s outfitted like a dorm room on the inside! With one side in complete disarray and the other side clean and pristine all thanks to the new line of 3M CommandTM products, students can see for themselves what 3M CommandTM can do for them!
3M CommandTM is making its way across Canada to teach students how to organize themselves for the school year ahead. The tour kicks off in Toronto on September 1st and will travel across Ontario before heading out west to British Columbia. Students can check out the truck, get design tips and pick up free samples to use in their very own space. They can also enter a contest to win the entire contents of the truck, including: a full line of 3M CommandTM Strips products, a flatscreen TV, a laptop and much more.
If any of our American friends are north of the border for school this fall, be sure to look out for the 3M CommandTM Campus truck at your school!
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