AUCKLAND, Today: “Every act of creation is, first of all, an act of destruction,” In his latest blog post, The Monkeys NZ CCO Damon Stapleton quotes Pablo Picasso to make a point.
Stapleton comments: “There is a pendulum that creates stories. And stories move the pendulum.
“First the pendulum. It swings between two points. From what is, to what could be. And then we start again.
“And why does it swing?
“The creative’s job is to say there is a new path. The creative’s job is to be the glitch to the conventional or mundane.”
“It swings when everything is the same. When everybody has the same stuff.
“The creative’s job is to say there is a new path. The creative’s job is to be the glitch to the conventional or mundane.
“In advertising, it was called disruption many moons ago. It was about breaking conventions so that you were distinctive. Being distinctive was how you got noticed and the disproportionate attention it got you was valuable.”
- Read the full blog piece here: damonsbrain.com
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