The Journey's the Destination

It's going gangbusters at Chemistry. We're winning more and more work, and more than half of it is digital.

I wonder where we'll be next year?!?

I've been asked to cover Digital Creativity at the DMA's Open Minds event on October 1st.

Come on down - it should be a blast!

What do you think about the gorilla ad? Have a look at this - posted some months before?

Here's another example ... this brand new new ad from The Football League - and this older ad for a video game which has been around for months.

While we all know how hard it is to come up with genuinely new ideas, it seems to me that tools like YouTube make researching ideas and treatments a bit too quick and easy...

I think the core idea ('I am the sum of my experiences') and how that translates into how more and more of us are communicating, using services which people like Orange are making available to us is extremely powerful.

It leverages both the conventional way that community/support/experience is experienced by people and the way that a new generation are embracing community, in a lighter, lower commitment but broader way. It's a reflection how people experience each other and content in the Web 2.0 and Web 3.0 world. So the way I see it, it's an idea which has personal and profound meaning to a broad audience of very different people.

If you've not seen it, the ad is here (click the 'I am Everyone' link at the top)

And what I really love is that it's provoking reactions like this  (no, I don't think it's fake).