Great work has cultural resonance, it transcends our attempts at targeting and personalisation, it makes the brand famous. And execution is everything.
This was forcefully brought home by Melisa Goldie, Calvin Klein’s chief creative officer last week at Cannes Lions as she outlined the four truths of Calvin Klein, which I’ll summarise with much less panache below.
- Seek simplicity. The best ideas are at heart, simple, easy to understand and iconic.
- Dance with controversy. Make work that provokes creates a strong reaction. This makes it impactful and memorable.
- Create tension. She described how Calvin Klein would regularly bring several people with opposing points Read full story ›
Source: The Drum
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