Will Someone Please Ban the Term "I Don't Like It"

If you’re in fifth grade, I suppose it’s perfectly OK to critique with terms like “I like it” and “I Don’t Like It”. But if you hold a position as a creative professional and your vocabulary is comprised of these selfish statements, please – get out of this industry. Are are by no means contributing anything useful to the world of communication.

You are a problem solver. Problems are never solved with a subjective mindset. Your personal feelings, tastes and opinions are fruitless.

Creating Visually with Words

“But you’re not going to get to an idea thinking visually in most cases. You have to think in words, then add the visual. The you can make one plus one equal three.” George Lois

A great statement by the legendary George Lois. If you are looking to come up with a great idea, start talking to yourself. Turn the computer off and engage in a dialog with yourself or your creative group. Spend time with the idea, shaping it with words.  The visual step will be much easier. And, you’ll have a powerful end-product.

Travel more. New BlueMotion technology. Big distances, little consumption.


Advertising Agency: DDB Milan, Italy
Executive Creative Director: Vicky Gitto
Art director: Aureliano Fontana
Copywriter: Bruno Vohwinkel

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