💡 Idea(s) of the week: Snow and astronauts.
nutmeg fc #55
There were two moments this week when I thought I had found two great (and new) creative ideas linked to football, but in the end I had not.
Firstly, it happened with the Chelsea FC Christmas campaign. There is little memorable football and Christmas content, so it looked good to begin with. Besides, London and the festive season are a more powerful mix than Jorge Messi and Celia Cuccitini. And there was more: the first shot showed a craft rarely seen in football team communication; and the key visual showed a boy doing the Cole Palmer celebration and I was curious how he would fit into the story.
It happened to me again when I read about Juventus' collaboration with NASA. A big step for sports partnerships. And for storytelling. Because football and outer space have given us some of the best stories that civilisation can remember. And to this we have to add the aesthetic synchronicity between the Vecchia Signora's and space's black and white... It had it all.
However, the two ideas ended up tasting like nothing. I felt they had the ingredients to make a memorable exquisite dish, but they used them to make a cheese sandwich (with all due respect, of course). The two contents were a simple succession of cameos with small gags, but without a strong concept, without a guiding thread, without storytelling.
Maybe it's just me, but I have the feeling that the creativity of these contents was not based on insights or emotions, but on repeating formulas that performed well.