This is a Creative in a Cubicle

Overview

Ask

Create a one-page print ad that will build awareness of Creative Ladder and its free Career Finder tool. Create a call-to-action to engage the target audience to support the program and take catalytic action.

So, how did we get here?

We were thinking, what is it like if a student with creative abilities never finds out about careers that are suited for them because they don’t know about Creative Ladder? Well, they’ll still always have that creative value inside, but they’ll go into a career that doesn’t elevate it – and maybe even just ignores it. Think, a creative becoming an insurance salesperson.

The first thing that really opened up this idea, was we were talking about this concept of what it’s like if they never use their creative skills in a career. It’s like using a Stanley Cup – the hockey trophy, not the popular water bottle – to prop up a broken table leg. And that sent us down a rabbit hole of what are other things that represent that wasted value.

Why the Mona Lisa in the Bathroom?

We landed on Mona Lisa because we wanted the valuable thing to be creative, be something artistic, just to make the connection to it being your creativity more of an instant click.

Bathroom represents: The wrong environment for that creativity, essentially wasting something great on something not worthy of it.

Here’s how we came to this specific headline.

Because this is a weird visual, we needed a very clear and straightforward headline so you don’t have to sit there and try to figure out the meaning for a long time. This is a creative in a cubicle – this is your creative value in the wrong space. And then supporting that with the sub-copy.

BTS