COMPUTERARTS.CREATIVEBLOQ.COM

Right For this
quirky KFC
campaign, W+K
put Colonel
Sanders at the
heart of all manner
of stunts and
branded
merchandise, from
comic books to
romance novels to
videogames.

Far right Studio
Sutherl& used two
types of bracket,
together forming a
‘P’, as a device to
contain the diverse
collections at
Pallant House
Gallery.

SPECIAL REPORT SEPTEMBER 2019

way people think,” believes the veteran creative

director, who after more than three decades at

BBH, followed by a stint at AMV BBDO, is now an

independent consultant.

A firm believer in design’s social impact

potential, Arnold was instrumental in introducing

the White Pencil Award while D&AD president

from 2011-12. “Whether you’re creating a brand,

changing opinion or changing the world, without

that great idea you can’t do anything,” she says.

“I think if you don’t have a great idea to start

with, then it’ll never be great,” adds Susan Hoffman,

chief creative officer at Wieden+Kennedy, whose

packed-out talk at D&AD Festival championed the

power of individuality when it comes to generating

compelling ideas. “The only argument is: ‘Does it

emotionally get you?’ Entertainment can do that,

long copy can do that, a song can do that. Many

things can,” she continues.

trong ideas are the bedrock of the creative

industries. They keep the work fresh, but also

help engage audiences who are overwhelmed

and fatigued by the relentless noise coming from

brands. Strip away the craft, and if there isn’t a

compelling thought beneath there’s a risk that even

the most beautiful piece of design risks becoming

little more than decoration.

“Ideas are what engage and delight an

audience,” confirms Jim Sutherland, multi-award-

winning founder of Studio Sutherl&, who delivered

a playful workshop at D&AD Festival 2019 on how

to cultivate ideas. “Being able to sum up an idea in a

few words is a good way to know you have a strong

and simple solution,” he adds. “You should be able

to tell someone your idea over the phone.”

“Ideas come first, always,” agrees Matt Baxter,

co-founder of Brighton-based design studio Baxter

& Bailey who, along with copywriter Kate van der

Borgh, explored how D&AD Festival attendees can

best ‘beat the bullshit’ and ensure that ideas are

expressed clearly and simply.

Design is about thinking, solving problems and

innovating, asserts Baxter. And in order to have

maximum impact, you need people to understand

your ideas as easily as possible in order to get

excited by them.

“Ideas resonate,” Baxter explains. “They can

make people change the way they think, behave,

act. Great ideas change culture, influence politics,

shape the world. What that thinking looks like is

secondary, but also vitally important – the craft

or execution of those ideas can increase that

resonance massively.”

Rosie Arnold gave a revealing session about

avoiding mediocrity and pushing for the best

work possible. “Ideas have the power to change the

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