Creatives for Gooooooooooood
Creatives for gooooooooooooooooood (17 o, comptez-les) est un jeu de cartes qui rend les objectifs de développement durable (Sustainable Development Goals) utilisables pour les créatifs. Un moyen de relier des idées un peu folles à ce qu'est vraiment important pour cette planète. Pour faire en sorte que ce prochain brainstorming dépasse de loin the next big thing.
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Chaque carte épingle un SDG – disons un élément de la liste des choses à faire pour un monde meilleur. Des choses comme « Économiser l'eau » et « Faire quelque chose pour le climat ». Parce effectivement il est important de faire cela, mais également parce que vous pouvez utiliser ces principes pour nourrir vos idées. Parce que voir une situation dans son ensemble aide à créer ce qui fera vraiment la différence. Et cette vérité est valable pour plus d’un, directeurs artistiques, designers, copywriters.
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The 51 cards in your hands are the world’s ultimate to-do list. Put together by the UN, these Sustainable Development Goals are meant to lead us all out of the mess we’re in. Think of the SDGs as an updated version of the ten commandments: part what to do (or not to do), part moral compass. In straight-forward messages, they spur us on to end poverty, achieve gender equality, combat climate change and so on.
It’s a list that should be tacked to everybody’s wall, and especially to yours.
But the clients have the money, so they call the shots, no? No.
Because as a creative, you have the power
Clients turn to you because you have a skill they don’t. They can invent, produce, believe and develop all they want—without a design, imagery or the right words, they have nothing to show the world. Not only do you turn products and services into something customers can understand, you also know that people don’t live for functionality alone. People need beauty. And you do beauty better than anyone. Not the thin glossy layer on top, we’re talking about the one that’s ingrained in every decision you make. You know the one. Your relentless search for the bold and the italic is a negotiation advantage.
This deck of cards will help you convince your clients that with your creative mastermind, they can bend restrictions into a competitive advantage. That with your sense of aesthetics, taking care of people and the planet doesn’t kill the profit. Show the ladies and gentlemen that communication, copywriting and branding can do more than yell ‘new!’ and ‘improved recipe!’.
We need this planet to last. We need to clean up the mess we’re in. So let your work be as much about preservation as it is about creation. Use these cards to find examples of how playing by the rules doesn’t equal restriction. Quite the contrary. Always’ ‘Like a girl’ campaign started a world-wide revolution of women standing up for themselves. Tony’s Chocolonely are making not just their own, but all chocolate slave-free. And all of these ideas started in a meeting, around a table, with a creative speaking up.
