Ever wonder what the person who invented the Nike swoosh thinks about how iconic that work has become? The same can be said for many other creative endeavors.
They all start the same way, I imagine. A client hires an agency for a project of some kind. Perhaps it is a logo, an ad campaign, a graphic for a website, something for social media or some catchy copy. The work gets done and the client is pleased. Case closed … move on to the next creative task at hand.
However, that’s not always true. Sometimes, work is presented for the assignment and everyone knows this work has more potential use. To me, that is one of the most rewarding things that can happen in this business. As the PR guy, for me, it is usually a written piece of work. Perhaps a turn of a phrase, a new way of describing a service or just a well-crafted storyline that I know will be used for years.
For our creative design team at Sullivan Branding, that kind of thing recently happened with the Big Bugs campaign for our client Memphis Botanic Gardens. The client was looking for a campaign to promote their exhibit of David Rogers’ nationally recognized traveling art exhibit featuring 10 giant wooden bug sculptures towering up to 18-feet tall. As the creative work was being developed, and the Sullivan Branding artists began creating the images for the campaign, it became clear that this work would make more than just great outdoor and digital ads.
These colorful bug drawings for the ads would look great on t-shirts, coffee mugs and tote bags. What kid wouldn’t want to have a bright green shirt with a giant praying mantis on the front?
I have a feeling, long after the exhibit closes at the end of the year, we will still be seeing this insect invasion on shirts for years. We even may have hooked some future Memphis Botanic Gardens supporters at a very young age. That is one creative infestation that no one wants to exterminate.