When advertising and media is such an impacting part of everyday life, it is often difficult to create something that stands out and captures eyes. However, it is often more beneficial to break the boundaries and create something disruptive to the norm than to stay within the comfort zone. “Disruption is a tool for change and an agent of growth: a working methodology and a life view philosophy” – TBWA. Being disruptive with a design or a project is a big gamble, which means that many don’t take it; however, it could make or break a company. Being disruptive, creating something new and getting noticed, creates a stir, and gets word of mouth talking therefore making the campaign more effective. A classic example of the disruptive style is Brit Pop art, with artists such as Damien Hirst and Tracy Emin. Their work is controversial, with pieces such as Emin’s ‘My Bed’ and Hirst’s ‘Sheep’. The style of this work had never been seen before, and certainly caused controversy and made eyebrows rise. People were debating whether it was art, whether it was right, but even though alot of the debates were negative, it made these two artists become two household names.In advertising, it is easy to fall into the same categories as many of the competitors. For example, car advertising is a very big category of advertising with hundreds of cars being produced and bought out throughout the year. Getting an advert that is strong enough to promote the car to high sales is difficult, when all adverts look the same. Typically, cars are given the ‘sex’ factor, with close ups of the wheels, the body, the interiors, with a mysterious music. However, Wieden and Kennedy executed disruptive advertising ingeniously with their Honda ‘grrr’ advert, promoting the new Honda diesel engine. Never in the advert was there a car shown, but with the impact on the engine, different selling points and upbeat music, sales rocketed of the car, mainly because the advert was so addictive and eye catching.
However, disruption isn’t just with what is shown, it is also through the media platform that they chose to use. With so many media platforms to design for now, it is essential that the chosen one is executed to perfection whether it is a billboard advertisement, to a shopping centre installation. The Economist light bulb campaign directed by Abbott Mead Vickers, released in 2004, used today’s new technology with a simple media platform of a billboard caught attention, and was interactive with the public with interest and excitement. As the person walked underneath the light bulb, the sensor would pick up the movement and the light would switch on lighting the bulb up, imitating the comical idea of the light bulb above the head when the character gets an idea in their head. It is more exciting to look at, and look further into than a 2d billboard, with a few words and an image on.Being disruptive within design does not mean destructive, sabotaging design and creating a mess, it is creation, and is the means of creating something dynamic, to replace something that has become static and parity.
“Strive to do something different”
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