Write down all the images and words associated with the topic at hand. Now forget them – they’re unusable. That’s the approach of Matt Ryan, president of global brands at advertising company Euro RSCG Worldwide: “It encourages looking forward,” he says. Take beer, for example: we’ve seen guys having fun, women dancing, goofy roommates, freshness, coldness. Can’t use those. Okay then, how about an endorsement by a fictional dude known as The Most Interesting Man in the World? That’s never been done. Thus was born the popular Cerveza Dos Equis campaign, created by Ryan’s firm.
Jul 26, 2012