Sure, we've all heard the arguments for and against 'proactive' work, and for what it's worth, I detest the practice. But this is all I have to show for the 6 months I spent as JWT's youngest Creative Director during the winter of 2012.
What started off as a 'proactive' idea for Arvind Kejriwal's Aam Aadmi Party soon snowballed into a serious proposition we nearly made to Rahul Gandhi's Indian National Congress (who just happened to be a client). And by nearly, I mean had I not escaped the cubicle farm, this idea would've made it. Because as luck would have it, the INC were at that exact same time in the process of commissioning an all-new office at Akbar Road, New Delhi. Talk about luck.
Like most ideas that pass through the halls of a big agency, this one was no exception to the usual selection process: you impress your boss, your boss impresses Bobby, and then Bobby does a dance to impress Colvyn. This one stopped short of Colvyn, and maybe that was just as well.
This one's on my wishlist for the day I meet an app developer who will actually take the advice of a creative person.
Nestle Kit-Kat was a client of mine, and considering their advertising slogan hasn't changed (and for good reason) since 1958, there wasn't much they'd let you do for them besides Serenading Squirrels and Dancing Babies. My next best alternative: scam.
The original idea was to tie up with Flipkart, but back then Flipkart was too desi for the boss to sign off on. That aside, this will only ever see the light of day through the pixels on your screen. For which I join KitKat + DHL Bubble Wrap in thanking you. Now for that break.
A shitty idea if you've ever seen one. But then again, there's very little daylight separating insane from ingeneous. Just ask Diesel. And KesselsKramer.
The only reason this idea's still up is because everybody likes it but me. So I figure, maybe there's something in it after all. You see it? Well, do you?
