Being direct... AdVantage Apr 2003
Imagine That!
Over the years that I have been writing these columns, I have made the occasional comment about creativity's role in communication - mainly in the context of branding. The success of much of the advertising to which we are exposed - is a function of its impact and memorability - this itself being a function of the degree of 'cleverness' or the 'creativity' of the concept for the ad.
Our Editor-in-Chief John Farquar has written (sometimes with great passion) about his concern for the apparent ongoing euro-centricity of SA's ad-industry, and the industry's need to ratchet-up a more meaningful reflection of the 'African-ness' of our society. Whilst many of us agree fully with John F, the answer to the question - exactly how can we practically put these noble ideals into practice - has been somewhat elusive.
A couple of weeks ago - together with a number of others in the local communications industry, I was invited to the official launch of ?mag?nat?onlab here in Durban. This is a new venture on the part of the Vega division of Avtech - in association with 'Café' (the Communications & Advertising Forum for Empowerment), and listening to Gordon Cook's welcoming address to students, their parents, sponsors and the industry in general, I found myself really getting excited about the future-promise of this project.
We are told that one of the biggest issues surrounding the empowerment of the previously disadvantaged in the field of creative endeavour, is not necessarily the capacity (or money) for creative skills training (even though these issues are problematic enough), but access to suitable environments for the students to contextualise the skills training which they undergo.
This initiative is therefore, relying on the enabling peer-group (Café): to identify and nominate students with great promise - but perhaps with limited wherewithal; the skills-transfer facilitators (Vega): to provide the detailed training, and both parents and other sponsors: to provide the combination of money and contextual exposure - so that the students can not only execute according to their newly acquired skills, but also become more rounded and learn to 'Imagine' many other creative possibilities.
The initiative is not only focused on advertising itself, but also covers a wide spectrum of creative endeavour including subjects such as research, marketing and the history of art and design, creativity theory, understanding the creative process and working to innovate. Other disciplines include photography, presentation skills, self-awareness and self-esteem and most importantly for our rainbow nation: cultural and social awareness and sensitivity.
Guest speaker at the launch was Durban's own designer extraordinaire Garth Walker, and the first intake of students were left with their mouths literally 'hanging open' by Garth's ten-point summation of the key lessons about the business - learnt during his long career in the international world of design. His core message was to keep it all in perspective, because the realities of life in the creative milieu - is both kind and cruel.
In no particular order, Garth's observations went like this: (a) Everything that you do - has been done before…(and often better); (b) Everything you need to know is already in your head - you just have to find it; (c) The minute that you think that you are any good - it's time to move on; (d) You will never really like anything that you do - and you will die knowing that you still have to do your best; (e) Everything we do is a matter of opinion - make sure that you have one!
He went on, (f) Speak with your own voice, not someone else's - this is not as easy as it sounds (so avoid design annuals); (g) The truly talented are also the nicest - because they know how hard this all is; (h) Only work with people you'd invite to your home for a meal; (i) Never underestimate the bad taste and sheer dumbness of the people who pay us to do what they cannot - you will be very lucky to have one good client your entire career; and finally (j) You only get out what goes in - never, ever stop learning!! I noticed a few wry smiles on the faces of the ad-industry stalwarts in the audience as Garth amused us all with his anecdotes.
Finally, he summarised the whole concept for this great project when he said: 'I can teach you skills, but I can't teach you to think'. 'The idea of the ?mag?nat?onlab is to unlock your massive creative potential - to open the brain and stir the pot'.
The 'Lab' is intended to be a place where students of all walks of life (but especially those previously denied the opportunity), can be encouraged to study the human imagination in great detail - and to find ways to conceptualise a better world.
I guess that I am really excited at the real potential of this project - the underlying truth of which mirrors my own personal experience: If you can imagine, you can do (literally) anything!