Creating advertisements is mainly a combination of strategy and expression.
Typically, strategic concepts are “must-based-logic” and produced logically with researched and objective data.
Yet when we attempt to apply strategies to expression, it often involves trial and error and questions such as “What if we include such messages?” or “What if we apply an alternative means?”
We do not exclude a variety of possibilities. We all try to think “what if.”
When the objectivity and uncertainty are well-balanced, it brings high quality to the advertisement.
However, in recent years “musts” are predominant over “what ifs”.
There are no spaces for what-if-based-ideas. Instead, everything has to be based on data and logic.
Yet when an idea comes up, we generate it as if “sensing” it, having nothing to do with logic.
With this in mind, here we have our second “Brain Drool” exhibition.
This exhibition tries to evoke 23 desires which human beings have. With this intention, 23 pairs of creators - the photographers at Hakuhodo Product’s and the art directors at Hakuhodo – struggled to create the visual images, using their instinct and sensibility.
In this exhibition, there is no such thing as “must.” All we have is “what if.”
Numerous “what ifs” should have stimulated the core nerves of sensation and triggered
your brain drool instantly.
So here we have.
It is the time for us to share the thrill of “Brain Drool.”
I strongly believe that this concept can bring good balance of “musts” and “what ifs” to the world.