May 23, 2017

criatividade, prazos e o "overnight test"

o difícil equilíbrio entre criatividade e prazos: os clientes exigem a entrega em tempos cada vez mais curtos, as agências reclamam o seu tempo e espaço. Que relação existe entre tempo e criatividade?

encontrei este vídeo que quis recuperar, #OldButGold, com um case muito bem conseguido sobre a relação entre resultado criativo e as restrições de limite de tempo. Fica evidente que, quanto menos tempo, menos criatividade! e o vídeo mostra-o de forma exímia



o vídeo lembrou-me imediatamente o artigo "A Short Lesson in Perspective" de Linds Redding, escritor que, infelizmente, já não se encontra entre nós. Nas palavras de Matthew Creamer (da Advertising Age) trata-se "the best piece of advertising writing you've never read" (ver aqui post no adage.com).

o artigo de Linds fala do "the overnight test" que a dupla Linds e Laurence usava como forma de avaliar se uma ideia era boa ou não! eu resumo o conceito: se no dia a seguir à ideia ter sido criada, ainda fosse tão boa ou melhor que lhes tinha parecido antes, então avançavam!! mas...
But here’s the thing.
The Overnight Test only works if you can afford to wait overnight. To sleep on it. Time moved on, and during the nineties technology overran, and transformed the creative industry like it did most others. Exciting new tools. Endless new possibilities. Pressing new deadlines. With the new digital tools at our disposal we could romp over the creative landscape at full tilt. Have an idea, execute it and deliver it in a matter of a few short hours. Or at least a long night. At first it was a great luxury. We could cover so much more ground. Explore all the angles. And having exhausted all the available possibilities, craft a solution we could have complete faith in.
Or as the bean counters upstairs quickly realized, we could just do three times as many jobs in the same amount of time, and make them three times as much money. For the same reason that Jumbo Jets don’t have the grand pianos and palm-court cocktail bars we were originally promised in the brochures, the accountants naturally won the day.
Pretty soon, The Overnight Test became the Over Lunch Test. Then before we knew it, we were eating Pot-Noodles at our desks, and taking it in turns to go home and see our kids before they went to bed. As fast as we could pin an idea on the wall, some red-faced account manager in a bad suit would run away with it. Where we used to rely on taking a break and “stretching the eyes’ to allow us to see the wood from the trees (too many idioms and similes? Probably.) We now fell back on experience and gut-feel. It worked most of the time, but nobody is infallible. Some howlers and growlers definitely made it through, and generally standards plummeted.
The other consequence, with the benefit of hindsight, is that we became more conservative. Less likely to take creative risks and rely on the tried and trusted. The familiar is always going to research better than the truly novel. An research was the new god. The trick to being truly creative, I’ve always maintained, is to be completely unselfconscious. To resist the urge to self-censor. To not-give-a-shit what anybody thinks. That’s why children are so good at it.
desculpem a extensão das transcriçao ;) mas impunha-se para conseguir passar o ponto de vista! aconselho vivamente a leitura do texto integral aqui

na era digital actual, com o acesso imediato à informação e do marketing em tempo real, fico curioso para ver como vamos responder a este desafio (de dar tempo ao tempo) e que compromissos vamos estar dispostos a fazer. Eu vou estar sempre a votar pela qualidade, pelas razões óbvias. Se é pelo tempo que é preciso lutar, então seja!

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