Warning signs don’t go viral. They barely get noticed.
How many warning signs did you see on your commute this morning? Did you mention any of them to a coworker? Probs not. This conversation has never happened: “Hey Jordyn, I saw a really great stop sign today. It was red with white lettering. Really stood out.”
That realization is what started the creative process for one of the most viral marketing campaigns ever.
Melbourne Metro wanted to run an advertising campaign to improve train safety, but they knew that slapping up some additional warning signs at train stations wouldn’t do a thing.
They also knew that running a campaign that stated facts wouldn’t do anything because facts don’t actually change behavior. They had to tell a story. But this isn’t some sob story. It’s a catchy, fun story…about…safety. Seems odd, right?
If you haven’t seen the video (do you live under a rock?), take a hot sec and watch it now.
Today’s Listen, from Jay Acunzo, interviews Leah Waymark. Leah was one of the creative minds behind the Metro campaign.
Leah and Jay talk about the whole campaign and have some advice for getting your organization to step outside of the box and do truly creative things.
- People in organizations often only put forward ideas that will get approved because it’s easy. If you want to push the boundaries and be creative, you might have to fight for it.
- If you’re going to fight for it, start small. Take baby steps with pushing the limits.
- Relevant quote from Jay, “Creativity isn’t the ability to do something big. It’s actually the sum of a ton of little wins all strung together.”
No time-stamps today because you truly gotta listen to the whole thing.