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Smirnoff

S

Interviewee

18 Creative Director

Team Disadvantages

0, 2

Project Outcome

Control

Industry

Alcohol

Location

New York

Team Risk Tolerance

Low

Team Dynamics

TeamDynamics_FunandProductive

Company

Smirnoff


Not bad, yeah. [1635]
No. [1636]
Yeah. This part is from out teams, so it's from copyright and our director and accounting have us involved with what you can say, what you can't for alcohol in US market. [inaudible 00:31:40] was from Italy and he worked in Amsterdam and with me in Germany and we both worked for alcohol in Europe, but it's much easier there. You can say almost anything. You can just don't show kids, you know that, but everything else is fine. Here you can say almost nothing. [1637]
Maybe. It's a nice little project. They asked us to do a 15 second commercial for this new product. Smirnoff Ice Light. And it needed to be part of a, like a continuation of a current campaign for Smirnoff Ice. So this, so okay, we didn't have complete freedom, because we needed to, the commercial to feel part of an existing campaign. But, still a bit different, because the product this time was a bit different. Instead of being Smirnoff Ice, it was Smirnoff Ice Light. So, it was this weird combination of yeah, it needs to be new enough, because it's a new product. But, also consistent with the current campaign for Smirnoff Ice, so that people see that it's more or less the same look and feel. [1651]
so that people see that it's more or less the same look and feel. [1680]
And what else can I tell you? We're in the process of, okay, currently we're, they approved a script. The client approved the script. The difficult part on this specific project was the, all the legal aspects of Alcohol advertising. There are so many legal issues that really can be really painful to deal with. But, the project itself is a nice little project. It's really that we have to over rationalize every single line of dialog, and every single scene of the script, because there are so many things you cannot do for legal reasons, for alcohol. And that's the situation we're in now, we're dealing with legality and the legal department of the client telling us, okay you cannot say that, so you have to reword it. [1652],[1654],[1653]
There are so many legal issues that really can be really painful to deal with. [1681]
So, it's this conflict between what's legally okay, and what's creatively okay. Some things, sometimes there are somethings legally okay, but creatively is not good, or the other way around. [1655],[1657],[1656]
On the client side ... I don't know exactly whose the, because we had a few meetings when we presented it, and it was like a big meeting with maybe five or six people from the client side. [1658]
I don't know if many of them were decision making, I think it was ... maybe two or three. I don't know. [1659]
It's average, because it's, it's a much better client than DTC from a creative point of view. They're open to creative things. But still, the US compared to Europe, where I spent all my life basically, is much, much more conventional, and traditional, and conservative. [1660]
Much more. Especially the East Coast, compared to the West Coast. Like New York is incredibly conservative. It's surprising. [1661]
But for the advertising industry, it's kind of conservative. So, there are things that I know that I would be allowed to do in Amsterdam, or in London, and I'm not allowed to do here, just because it's, they're much more conservative and more hard selling. [1663],[1662]
And what else? And that it has a crisp taste. So, they wanted to emphasize way too many things. And we had to narrow down and say, look you cannot say all those things in 15 seconds, unless you read the brief and that's not what you want to do. But, we struggled with the brief. We narrowed it down from like five to four. We couldn't do more than that. [1682]
No, not really an issue. [1664]
Not really an issue with budget for this. It was, what was the budget? $800,000, I think. So, for 15 seconds, it's more than enough. [1665]
Really good. really good. Well, we didn't really, we were creative directors on that project, and we really only supervised other teams. So, we didn't work directly on our ideas. We just supervised other teams and gave directions. [1666],[1667]
No, actually, no. The first time we presented like four. And then they didn't buy anything, because of strategic reasons, and conceptual reasons. [1683]
No, actually, no. The first time we presented like four. And then they didn't buy anything, because of strategic reasons, and conceptual reasons. And so, we had to rework on it, and the next round we presented like six or seven different ideas. And they liked lots of them, and they picked one. [1668],[1669]
But, then we decided to import a bit of the European way of dealing with clients. So, we said, no we should all go. And the client was super happy. And they said, "Yeah, yeah. The more people, the better." And the atmosphere was really nice. Really friendly. Informal. So, it was nice. [1684],[1685]
Very good. Very good personal relationship. The account people actually were very, like more, uptight than us, than the creatives. Because all of the account team is American, and they dealt with the client for years now, so they were afraid of things like, you know, let's not go to the meeting with too many people. Let's, you know, they were very professional. Very formal. But, then we decided to import a bit of the European way of dealing with clients. So, we said, no we should all go. And the client was super happy. And they said, "Yeah, yeah. The more people, the better." And the atmosphere was really nice. Really friendly. Informal. So, it was nice. [1670]
The only weird thing is that they don't give you feedback on the spot. [1671]
They listen to your stuff and they say, thank you. We'll come back to you in two days. And say, okay, some instinctive reaction, no. I think it's a country where, I don't know, they have to, they first have to talk between them as a team, and then reach a unanimous consensus on something. [1686],[1672]
It's just a bit weird, because as a creative, you expect an instinctive reaction. [1673]
At least, and then you know after one day, you can say, okay maybe I don't like it that much anymore. [1674]
But when there's no reaction at all, it's like when you show your baby to somebody- [1675]
You expect something. [1676]
Yeah, we gave some directions. Mainly it was like struggling with the legal issues of the project, the project was a pain. [1677],[1678]
The account people. Because they dealt with that for a long time. And then the client himself, their legal department. [1687]
The account people. Because they dealt with that for a long time. And then the client himself, their legal department. There's nothing objective about the legal issues at all, because it's really, really subjective, so it's not that, it's not that you read a script and you can tell immediately, okay this will fly, this will not. Sometimes it's very, very subjective. So, we knew, the account people told us briefly what the main legal issues were, then it's up to you to figure it out. [1679]
Reference Tags
[1635] Appropriate resources,[1636] Balanced workload pressure,[1637] Micromanaging,[1651] Compromising conflict about ideas,[1680] Finding Existing Ideas,[1652] Compromising conflict about ideas,[1654] Insufficient Feedback,[1653] Micromanaging,[1681] Internal changes/challenges,[1655] Compromising conflict about ideas,[1657] Insufficient Feedback,[1656] Micromanaging,[1658] Vague roles,[1659] Vague roles,[1660] Risk compensation,[1661] Conservatism,[1663] Conservatism,[1662] Risk compensation,[1682] Internal changes/challenges,[1664] Balanced workload pressure,[1665] Appropriate resources,[1666] Decisive leadership,[1667] Promote autonomy & sense of ownership,[1683] Internal changes/challenges,[1668] Compromising conflict about ideas,[1669] Insufficient Feedback,[1684] Win-win conflict about ideas,[1685] Win-win conflict about relationships,[1670] Communicating ideas across domains,[1671] Insufficient Feedback,[1686] Cultural differences,[1672] Insufficient Feedback,[1673] Insufficient Feedback,[1674] Insufficient Feedback,[1675] Insufficient Feedback,[1676] Insufficient Feedback,[1677] Compromising conflict about ideas,[1678] Insufficient Feedback,[1687] Collaborative-Creative Disposition,[1679] Promote autonomy & sense of ownership

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