We do our most creative thinking when we are focusing clearly on people. Our business is a people business. We must never forget the importance of bringing value to people’s lives in all the work we do for our clients every day. Doing the right thing is ultimately the right business decision as well.
By thinking upside down, DDB Mudra in India looked at their consumer in an entirely different way and redefined value for their client Stayfree. They realized there was the one group of women who actually looked forward to their period: commercial sex workers. On the days of their period, these women did not have to work, and Stayfree could have an even greater impact to improve their lives during this time. They created a series of vocational workshops where the women could learn new trade skills and the program continues to grow.
Online press censorship is on the rise globally, but our team in Germany found a loophole for Reporters Without Borders by turning their thinking around. Even in the most censored countries, music streaming platforms are still freely accessible. They turned journalists into pop singers and their censored articles into song lyrics.
Suicide is now the single biggest killer of men under 45 in the UK. adam&eveDDB in London created thoughtful conversation around a subject no one wanted to speak about by turning each alarming statistic into an artistic rendering of the people they represent. The conversation reached the Parliament floor and most importantly increased helpline activity for their suicide prevention client CALM.
In Sweden, our team helped Volkswagen raise public awareness around texting and driving in a way that no law seemed to be able to change. They produced phone cases made from wrecked cars caused by texting and driving – one for each crash that occurred even after Sweden banned phones in traffic. All proceeds went to crash victims.
We do our best work when we put people first, both in our creative ideas and within our organization. DDB is saying goodbye to one of its best people this week. Ben Priest, founding creative partner of adam&eveDDB, is retiring. He has inspired us with his brave work and leadership, building one of the most successful and creative agencies in the world. In his parting interview in Campaign, Ben reflects on how our industry needs to use our creativity for good, but also needs to be tough on itself. We must find this same inspiration and focus on people in all the work we do day in and day out for our clients across the globe.