Guerrilla thinking

You might say this is obvious, but we strongly believe that the only key to success in advertising is happiness.

The key factor for an effective communication is to have fun at what you do.

There was a time when the role of ads and communication was to provide information.
But that time is gone. With the advent of the web and search engine, people that need information get them when and where they like.

The role of advertising is therefore that of entertaining.
We could say that brands must entertain or die trying.
We call it FUNVERTISING.

And if you think about it, the most memorable commercials and campaigns are those that made you laugh, wow or cry. It’s all about entertainment and ultimately fun.

But if you walked your steps into an advertising agency these days, all you would see is sad faces.

The hard times the market is getting all of us into, is drawing advertising people into the black hole of uncertainty.

“What will my future be? Will I still have a job tomorrow?”
These seem to be the hidden questions mumbling inside people hearts and minds.
And with this feeling, advertising professionals lock inside a room and brainstorm to change the world of brand and communication.

Can you believe this?
How can people uncertain and afraid of their future sit one in front of the other and create entertaining moments?

They can’t. And actually they don’t. And this is one of the reasons why creativity is dead.

Creativity comes from creatives. Creatives depend on agencies. And agencies depend on money. And money depends on markets.

That’s it. When the market crashes the future of creatives crashes. And with a shattered future is pretty hard to innovate or have the right feeling to entertain.
When your wage is in jeopardy you are not very willing to tell the client that his brief is wrong or that he shouldn’t be doing what he’s doing.

You don’t really want to change the world. All you do is ordinary pay-offing and cheap photoshopping. And so much for the thinking.

Funvertising is lost on the way. Sad people give birth to sad communication.
And advertising industry fills up with sad clowns trying to get you to smile. And failing.

If you are listening to us, please take a stand.
Break the evil circle of profit vs creativity and try to innovate.
Guerrilla thinkers believe that any creative agency should let its employees free to create and grant them 20% of their times to develop their own vision of clients and projects.

Guess what? This is what they do at Google.
The most creative place to work today is not an agency, it’s a software house.
Isn’t it weird?

And it’s not because the folks at google have piles of money that they can afford to waste it in cool headquarters and open-minded approach.

It’s because they BELIEVE that personal happiness and vision are fundamental conditions to innovation that they run their business like they do.
And what about agencies?
Don’t you find it absurd that places meant to create have become more and more similar to an assembly line?
How can you get people to be creative when you frame them like gears and expect them to rotate?

Go back to basics.
Erase and rewind we would say.
FUNvertising: getting creative people to have fun at what they do and feel comfortable with that, is the only way we can resurrect advertising industry.

Demand to have fun. Demand to be happy. Demand to be creative.
Expect nothing more than this from your agency and yourself.
You will deliver funvertising before you even realize it.
And that clown will be back in town. This time smiling and funnier than ever.