Advocating radical ideas, Jonathan Mildenhall, VP, Global Advertising Strategy and Creative Excellence, Coca-Cola began his session on ‘The Liquid Approach’ at the Ad Conclave of GoaFest with a call for “creative radicals”.
He referred to the Coke campaign built around the London Olympics that started a host of conversations and in 12 months, became the “most remarkable campaign that Coke has ever done”.
“Some of us may be creative traditionalists, but we need to be creative radicals,” Mildenhall reiterated. “This will lead to a win-win situation. We need the light to shine on the creative capabilities of this country. There are many norms in India that need to be broken. India is now restless creatively to challenge its own creative norms.” He recalled the meeting he had with the director of the Bollywood film Dirty Picture that challenged the establishment, and was “a cultural and commercial hit”.
Similarly, he wanted cultural hits to drive commercial hits, and pointed out that the industry needs bigger liquid ideas as “only through creative radicals can we ensure that we stay on top”.
He felt creative excellence is needed to “achieve content excellence to create ideas we call liquid”.
Conversations and brand stories that create liquid ideas are what a company needs, he said, adding that the evolution of story-telling is what brands need to focus on, and story-telling should be dynamic. From insights to provocation, “we need bigger thinking at the heart of our creative briefs”, he said. Developing liquid content and stories have to have value and significance in people’s lives. “Our role is to define the North Star for these creative platforms,” he said. “It’s a new liquid world, we have a new creative North Star, we need to develop liquid ideas to drive the company’s 20-20 volume objectives.”