By graham daldry

Somebody once said that if you can’t think of a solution to a problem, try to solve the opposite problem instead.

The Should’ve campaign is a good example of this. I was briefed to come up with a sign-off line that ‘owned optics’. Previous attempts to do this had resulted in things like ‘The UK’s favourite optician’ or ‘4 million sight tests every year’, which nobody ever liked, recognised or remembered. Notseeing clearly was, and still is, immediately much more interesting.

It isn’t always how we approach things, of course, but it does give an insight into how we Read full story ›

Source: The Drum