I was at a panel discussion last night with the MSN team where we were talking about what worked online. Search obviously works online. And one of the most successful pieces of work we have done was our Grand Prix winning AA email campaign. The trouble is, of course, what's sexy about that?
Let's rewind for a second. Why would anyone want to be a creative director. The short answer is that you want to show off. Why do you want to show off is a more complex question. I'll spare you the amatuer Freudianisms but please feel free to comment.
So it's about showing off – doing work that is sexy and is going to get noticed. I often think about why there are more male painters than female painters (same across all fine arts). Over a period of time I think it's because men want to show off more than women. Why? F**k knows - maybe because we can't have kids or we are just more shallow.
Anyway the point is there are massively more male show offs than female show offs. So what better way to promote She Says, the group trying to encourage more female creative directors – brainchild of the quite brilliant Alessandra Lariu from Agency Republic and Laura Jordan Bambach from Glue - than using the male show offs themselves.
See here Flo Heiss, my esteemed partner, Nicke Bergstrom, everyone's favourite creative dude from Far Far in sweden and Seb Royce, Andy Sandoz and Joakim Borgstrom in the Golden Stilletto campaign for She Says. And then ask yourself again why Creative Directors do what they do.
Don't worry I will inform you of the when the film of me making a complete tit of myself at the Marketing Week conference is ready for public consumption.