Lockdown came into force and S3 was lucky enough to begin remote working almost immediately.
We watched as everything changed and were struck by the curious tendency our world has to throw up some positive out of the negative. It made us wonder how we could contribute.
We asked ourselves: what do we have to offer? Well, we’re good at creative advertising. It’s a small piece of the puzzle, but one we know we can do well.
And this got us thinking, and looking, at creativity in general. Some might think creativity is reserved for the ‘creative types’ found in our ad agency ball pit or wandering the halls of a music college.
But actually, when you look – especially now – there are examples of true creativity coming from all over the place; on our feeds, and in the stories we hear.
From runners taking on back garden marathons to children painting rainbows in windows – even professional dancers showing off their moves to the rest of the street – these people are using creativity to connect, problem solve and help others smile through a crisis.
So here’s our bit to celebrate them, in the best way we know how…
We’re taking over billboard space in our hometown, Cardiff, and will adorn it with ads thanking people for the creative ways they are responding to the coronavirus pandemic – each imagined in an artistic way by one of our agency creatives.
The first advert was inspired by a nomination from Radio X presenter, Polly James, who wanted to celebrate the creative solution NHS staff are using to counteract the strange look of PPE.
Not only are her sister and best friends Wendy, Lauren and Amie helping the frontline fight against Covid-19; they’re doodling on their masks each day to remind anxious patients they’re human underneath.
Polly’s comment “Not all heroes wear capes, but lots wear scrubs”, inspired S3 Graphic Designer, Alex Colbourne to channel the world of comic books in his design. We thank Wendy, Lauren and Amie for being our muses and very much hope they like it.
Now we’re on the hunt for suggestions of who else should feature as part of the ad series. We’ll be asking around but warmly welcome more suggestions from anyone who’s seen someone do something creative to raise a smile. Just drop us a message on Facebook or Twitter, tweet using #CelebratingCreativity – or send an email to email@example.com.
The designs will run from Thursday 14th May until the beginning of June on a digital billboard on the corner of Newport Road, Dumfries Place and Queen Street in Cardiff City Centre.
Creativity is not found in one special place, person or detail. It is found wherever we are looking for it.
And it is everywhere.