Years ago, we did a sizable project for a consortium of seven states, funded by the U.S. Department of Labor. The creative we recommended featuring superheroes was a real departure from anything they’d ever done. It was loved by most, but was hated by some.
We were okay with that. We just didn’t want to be in an area I call the “murky middle” — that forgettable place where nobody loves it or hates it. Happily, the consortium approved our approach. The result: during the six month test, we doubled awareness and usage in the test areas.
Creativity can be polarizing.