This summer has been a rough one for the Southwest. Towns in this part of the country are either experiencing historic droughts, damaging wildfires, record-breaking temperatures or a combination of all three. With that in mind, we created this summertime outdoor campaign to remind people that our client, Stripes Convenience Stores, is here to help you beat the heat. Using their iconic cup as the centerpiece, these boards say it all without having to say much.

We dig ‘em. Hope you do too.

And for the record, just because I hate it doesn’t mean I haven’t said it once or twice. I have. I’m not proud of it and had the heartburn to prove it.

So instead of settling for “good enough,” we press on and fight for something better. (Dial M for masochism)

The question is: why?

There’s apparently no real financial incentive for the agency since an awful lot of creatively average (or worse) agencies make buckets of money. Look no further than the AdAge’s 100 largest agencies in the country. A spotty showing of greatness to say the least.

If that’s not it, perhaps highly creative work is more memorable? Tell that to the Mentos guys. Or the Whisk “Ring around the collar” guys. Or Subway’s $5 foot long guys. Hammer someone’s brain enough and it’ll leave a mark.

Doesn’t make it right.

Here’s the deal: If you just slap a message out there, you’re not marketing or building a brand, you’re getting a task off your plate. It’s the equivalent of getting up in the morning, throwing on a hat and some sweats and going to work. Sure, it covers all the bits that need it but are you really going to impress?

If we don’t put time and energy and care into crafting interesting messages, why should we expect anyone out there to care? What better way to show consumers that your client really does appreciate their business and respects their time than by rewarding their attention with a compelling idea and execution.

And this gets to the crux of the answer to “why?”

If, as creative agencies and people, we really want to make a difference in our client’s brands, our industry and our companies, we need to constantly fight for something better.

A better strategy. A better idea. A better execution. A better typeface. A better director. A better…whatever. Because the ball can be dropped at any point along the way and suddenly what you’ve worked towards becomes remarkably average.

And average doesn’t make a difference.

That’s the ultimate reason why we willfully subject ourselves to the conflict, agony and meeting awkwardness that so often comes with pushing for a higher standard.

Ok, that and also because advertising would completely suck if we didn’t.

The campaign let us spark conversations with Stripes customers:

And about the brand amongst their customers:

Using Lamar Outdoor’s iSpot technology, the boards were up and streaming tweets almost instantly. And just as quickly, this mashup of social and traditional media was getting attention from followers and the industry. If you’d like to hear more about the campaign, @TrippWestbrook can tell you all about it this April at the OAAA Conference in Miami. See you there.

But the funny thing about those spots is that they only ran for about three months last year. They were incredibly impactful, driving sales and awareness, when they were actually on air.

This week, our new design for the Interstate Batteries delivery trucks rolled out of the docks. We gave it a fresh new look, made the battery the hero, and furthered our “Outrageously Dependable” messaging. Interstate Batteries has about 1,500 of these vehicles, and their Route Sales Managers are constantly on the road delivering batteries to dealers across the country. You’ve probably even seen them driving around your own town. As proud as I am of those TV spots, I am perhaps more proud of this truck redesign. Unlike TV, this medium is in front of consumers every single day. When you think about it, these delivery trucks are likely our best brand medium.

Likewise, we will be rolling out a new cup design next month for our convenience store client, Stripes. Think about how many fountain drinks a convenience store sells in a year. This little piece of Styrofoam valued at about a penny is our best everyday medium for Stripes.

Marketing dollars continue to be lean for all of us. So contemplate what your best medium really is, the one that is front of consumers the most. Likely, it’s not traditional media. It is probably your storefront, your employees, your packaging, your delivery trucks or maybe your Facebook page. Now ask yourself, are you maximizing the impact of that critical touchpoint?

Photos:

Compared with other states, Texas ranks #1 for frequency of tornadoes, #1 for number of tornadic deaths, #1 for injuries and #1 for cost of damages.

As many know, Texas comprises about 25% of what’s called Tornado Alley, an area in the southern and central U.S. where tornados hit most. In fact, 90% of U.S. tornadoes hit Tornado Alley because cold, dry air from Canada and the Rocky Mountains meets warm, moist air from the Gulf of Mexico and hot, dry air from the Sonoran Desert, which combines with atmospheric instability to produce intense thunderstorms. Yes, I had to look up this definition.

If you watched the news or The Weather Channel, you know by now that four tornados rolled through North Texas yesterday, spurred by Tropical Storm Hermine. And several of us watched as one pesky twister traveled up the North Dallas Tollway, right next to the Firehouse offices.

My tenure with Firehouse is tiptoeing on four years. And yesterday was now the THIRD tornado I have ridden out inside this office. I have seen windows buckling, felt wind and rain pounding, and heard sirens ringing. I have evacuated to the first floor, witnessed trees snap, seen a river of water flow through our parking lot, and have lost power here during multiple storms.

With no meteorological training and a terrible sense of direction, I am beginning to realize that 14860 Landmark Blvd. just might be the front door mat of Tornado Alley, and the state’s Official Welcome Center for severe weather.

As a public service announcement, you just might want to download The Weather Channel or Weather Underground app, particularly if you are coming here for a meeting on a cloudy or rainy day. It’s a way to stay safe, and it helps our impression numbers, as we are currently advertising for our clients on both.

The Creative Process Illustrated is a must have compendium of some of the highest profile names to ever work in the business. Davis Kennedy, Hal Curtis, Kevin Roddy, just to name a few. Oh, and also, yours truly.

Answering the questions:
What was the method these creatives took when approaching an assignment?
What do we do when we try to solve a problem for a client?
Frankly, I was honored to be asked to participate in the experiment, and since every creative is as unique as their processes, I was looking forward to reading about the methods of my colleagues. It’s fascinating stuff. The answers range from ultra-complex to simple to whimsily brilliant. It’s a truly inspiring book and I can say with full confidence that it’s a good idea to check it out.

-Silver