London week - Creature

Following on from the last post, here's a student review of the third year's recent visit to Creature.

Creature - Lucy Eldridge & Liam Nicholson
The second agency our group visited during London week was Creature - the spawn of three ex-Mother creatives: Ben Middleton, Ed Warren, and Stuart Outhwaite. 

Before the visit we were set a brief to list insights on a product that we buy and love. We then were asked to choose one of the insights - one that hadn't been used to advertise that brand before.

After a good chin wag with Lincoln Creative Advertising graduates Ruud and Brooke about their journey into Adland and how they finally secured a job at Creature, @CreatureStu (we tend to refer to people by their twitter handles...) graced us with his presence and immediately inspired us, talking about what he loves/hates to see in portfolios and how insight is key to reach out to people.

Stu told us how the best adverts tend to find a refreshing way to say something obvious. We looked at the insights everyone came up with and were advised of certain brands to stay away from as they have such an obvious benefit/adjective that the ads write themselves... e.g Buy a Porsche because they are fast-er.

Stu proceeded with a truly inspirational rant about finding the enemy of a product and using them to show why your product is so bloody good. This was expanded on with examples, i.e Lucozade's enemy is Red Bull. With the use of strange but well practiced character voices Stu clarified his point well.

Overall, his energy and enthusiasm was great to see in someone that has been in the business for years. We guarantee that everyone walked out of Creature that day thinking, "Ah yeah, that Stu! What a lad. Definitely someone I would love to answer to as my creative director". 

His love for insights and looking at things in a new exciting way sold Creature as an exciting place to work, full of helpful, friendly and approachable people; an all round relaxed environment where creativity f**king thrives like bacteria. Sorry. We're getting all excited and fidgety just thinking about it.