‘Great Creative’ is great – but what impact does it have on our world?
With the F-list being published last week, Jen Sharpe, founder and MD of Think HQ. calls on the industry to consider the impact the great creative we all aspire to is having on the world.
Many, many years ago, I went to see some big-time creative guy talk about this global sustainability campaign he’d had a hand in creating. There was a hushed awe in the crowd as he spoke of the global reach achieved and the way they’d measurably driven a huge uptick in awareness of climate change. It was impressive.
Afterwards at the networking part of the event, I wandered up to him and asked how he balanced that campaign’s success with the fact that his agency also worked with some of the world’s biggest polluters and fast-food companies. It wasn’t meant to be a criticism – I was just curious as to how he considered an (obvious, to my thinking) ethical conflict/dilemma. His response wasn’t so great. He looked at me with what I could only describe as distain and didn’t even warrant my question with an answer – he just moved on to someone else.
I was embarrassed, but at the same time I thought, why is that such a stupid question? Surely the question of environment and social impact gets discussed and considered within agencies? Surely, it’s not solely about “Great Creative” and awards?
