Copilul pesimist, copilul optimist

Ii vezi inca de mici. E diferenta uriasa intre ei. Pe unul il trosneste ta’so si bazaie o saptamana, celalalt iese la joaca in cinci minute si a si uitat.

Unuia i se strica jucaria si da intr-o depresie de om mare, celalalt baga surubelnita in ea, o strica mai rau, apoi isi creeaza o noua jucarie din doua stricate.

Unul abia se lasa tarat dimineata la scoala de spaima, celalalt abia asteapta sa-si vada colegii si sa inventeze ceva nou impreuna.

Cut. Copiii s-au facut oameni mari si s-au transformat in noi, astia de acum. Si iata-ne facand aceleasi chestii de atunci, numai ca acum joaca e una de oameni mari: joaca de-a business-ul, de-a puterea, de-a creatia. E o joaca pe care o luam in serios, desi motivatia profunda, subconstienta, e aceeasi: placerea jocului.

Priviti cu atentie si veti vedea aceleasi doua mari categorii de copii mari, acum aflati in fata crizei. O situatie pe care nu au mai vazut-o, la care nu mai e tati sau fratele mai mare de fata sa le spuna ce sa faca. Masinuta cea mare s-a stricat.

Si, asa cum faceau si cand erau mici, oamenii se impart din nou in copii optimisti si pesimisti. Pesimistii dau in depresie, optimistii isi inventeaza o joaca noua impreuna cu altii ca ei.

Probabil criza asta e cea mai mare ocazie de a face lucruri frumoase si mari dintre toate cele pe care le-am avut pana acum. Un reset de mentalitate si de atitudine pe care nu-l acceptam pentru ca refuzam sa acceptam o mare schimbare, cu tot ce ar implica ea.

La nivel declarativ toata lumea spune ca e momentul sa facem o schimbare, dar la nivel comportamental totul se intampla ca inainte.

Ceea ce ma aduce la Cannes 2009. Urmariti ce spun presedintii de jurii si veti recunoaste multi copii din cele doua tipologii. Cei pesimisti disimuleaza frica elegant in spatele unor formulari standard – si sunt majoritatea. Cei optimisti, putini, sunt cam aceiasi de pana acum si nu le e frica de nimic.

Si acum tac si va las sa cititi declaratiile lor. Cand ii veti recunoaste pe optimistii adevarati, sa va ganditi ca sunt sanse mari ca viziunea lor sa fie noua realitate in doar cativa ani.

“Outdoor is the oldest of media, yet it is on the leading edge. It is the most domestically bound form of communication, but the internet allows it to be universally present.”

“Now more than ever, we need to give clients brilliant and sparkling ideas that can be applied to their unprecedented problems.”

“Any idea can be squeezed into multiple media platforms. Only the finest ideas can withstand such pressure testing while simultaneously making every touch-point more rewarding than the next.”

“David Ogilvy said it best: “If it doesn’t sell, it isn’t creative.” And what better credo for a world economy in the doldrums? A world where our clients are cutting budgets to save money instead of investing in creativity to build business.”

“No longer a world defined by pushing one-way messaging focused on generating awareness, rather a world of creating real-time conversations able to drive brand advocacy and consumer engagement, made possible through the growing influence of digital media.”

“The entries grow and mutate and develop in new directions every year, as agencies keep coming up with different and groundbreaking ways to utilise digital media. Whenever you think you know what the category is, look at one year’s winners and compare them to the previous years, and you’ll see what I mean. Each year is a revelation.”

“Let’s not be fooled by bad-jokes-with-brand-attached, or marvellous production values. Let’s reward ideas that reward us, the consumers they’re aimed at, and the brands they’re working for.”

“The best ideas are the ones that help us extend our worlds – ideas that stretch our advertising horizons, smart lateral thinking that expands our collective canvas and broadens our opportunities into places we didn’t even know existed.”

“When done well, promotions will exemplify the power of the discipline to creatively connect with people by manifesting a brand’s purpose in a way that impacts their behaviour. (……..) In short, an Act.”