AD Campaign

I spent a good portion of time yesterday thinking about an AD campaign I want to run.

I'm thinking a video of different people, of different ages, from different cultural and ethnic backgrounds. I'm thinking they're each giving some kind of a performance -- monologue, musical, dance, drawing, etc. -- expressing what it means to be an American.

I'm thinking it should be something profound. Or, culturally/creatively relevant. Kind of like the way Jungle's Busy Earnin' touches the right chord. At least, it does for me.

I don't want it to be about the footwear. I want it about what L&B stands for.

I think it's important when setting up advertising and marketing campaigns to give conceptual guardrails about how the work needs to align with the overarching brand strategy. But, creatively, it's important to leave that to your design team and the production team. They're there for a reason.

Otherwise, you get watered-down work, which is usually too safe. Or, worse... it's boring.

Brandon Cohn