#CreativeSummer15creativity

Creativity can be polarizing. #CreativeSummer15

By September 3, 2015 September 8th, 2015 No Comments

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.

#CreativeSummer15

Day 75/93

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