The Risk of Playing it Safe: Why Creativity Needs More "IDGAF" Energy

There comes a time early in life, usually in a grotty, spotty adolescence, where we become overwhelmingly aware of how the world perceives us. Desperately stumbling through awkward teenage years craving acceptance, finding our voice (squeaky as it may still be), yearning to be unique yet terrified of being singled out as different, and eventually spilling out into a sea of sameness.??

I truly admire those who manage to stand out – those who have that “IDGAF” energy.??

Here, I’ll help you: “Alexa, what does “IDGAF” mean?”?

When I meet such people, I am always left reeling at their ability (or actual keenness) to be the first on a dance floor, quit their job and move to another country, or, and most incredibly, volunteer at a magic show. I’m thinking, “Are you out of your mind? He just sawed that lady in half!” as I bitterly watch them go up on stage and dare to have a good time.?

But they are having a better time.?

I have seen brands with “IDGAF” energy. They go all in, guns blazing, into the dark night – they strive to be different. There is an unbelievable amount of chatter out there, a continual vying for attention, but it is our willingness to set ourselves apart which breaks the mould and moves us forward.?

Look at Surreal for example and tell me they are not having the best time:?

It’s a complete contrast to traditional cereal advertising, where there is seemingly always a slow-motion shot of someone walking through a field running their hands through stems of corn – I sometimes can’t tell if I am watching an ad or the beginnings of Gladiator.?

Surreal have nailed their voice and their identity and challenge their competitors to be equally as bold. They stepped out of line and are currently the fastest growing cereal brand in the UK (+456% YOY).?

What would the world be like without those who dare to be different??

So often I have pitched creative ideas to Marketing Execs and been met with “We personally love it, but we think our CEO might think it’s a step too far.” Trust in your Marketing Execs – this is what they are there for.?

I have a lot of experience with corporate communications and part of my job is to guide clients out from under their safe rock into the world of creativity. It’s like trying to get a cat out from under the sofa when they see the pet carrier brought down from the attic - they don’t come out willingly. It takes time and trust – it’s a relationship. My greatest successes do not only come from winning creative pitches, but from working with clients long-term who trust us and gradually break new ground and try something unique.?

People and companies make mistakes, they learn, and it’s fine. You might have heard about the recent Coors Light copy error – and boy did people leap on them about that.?

?

Of course, for a printed and digital ad, it’s awful to have a spelling error, but did you see their response? “We have a case of the Mondays”. I love it. It's refreshing to see a company lean into an innocuous error and admit it’s mistakes.??

Everyone is a critic, and it is making companies tentative about being more inventive, more creative, and more adventurous. Greatness always receives criticism, yet no great thing was made from creative mediocrity.? Yet there are people who are too quick to judge and tear down those who do dare to be different. You only have to look at the over-blown discourse the new Jaguar campaign produced - heaven forbid someone try something new.??

I understand there are shareholders and stakeholders who depend on a company to stay on course and not f*ck up. Jobs could be lost, investors could back out, livelihoods are at stake. But I have never met anyone who regretted trying to be authentic, creative, inventive, and audacious.

Next time, put your hand up at a magic show and see how much fun you have - you might realise that being bold could be the makings of you.?