….but not in the pejorative sense of the term. In fact, I’m reclaiming the word.
There is a disconnect between what brands, products and concepts exist as, and what they can be.
Creativity in its most basic form is vacuous – it considers the properties and primary characteristics of an idea and then restructures it according to the need.
Why can’t we do this with brands – revisiting their properties to devise new campaigns, without overlaying new ideas for the sake of it?
Ideas that are ‘vacuous’ don’t have any baggage – nothing’s precious – allowing for truly unique ideas that embrace and challenge existing concepts.