The best campaigns cause trouble. At the end of the day, or the end of the check-out line, it's better to be noticed than not. In fact, Gap may have planted that horrific logo to gather some relevance. And it's probably the best thing that's happened to the brand in years.
Let me be clear, 'trouble' in the creative arena isn't destructive, it's collaborative, explosive and replete with creative energy. Juicy's campaign featuring the art of troublemaking didn't get as much attention as it should have in the mass arena, but the dirty call-to-action of its copy set the brand apart from its fashion cousins in the collective industry. It elevated the brand into a different arena, where perfect alabaster supermodels lounging on white leather couches seem,...well, boring. And what brand wants to be boring? Right, Gap?
Creativity by its very nature is the act of changing the complexion of a thing, a space, or an idea. How can that be done without causing a bit of trouble? Even when campaigns tap sentimental emotion wholly and ride on the shirttails of the heartstrings, there's a spirit of unbalancing the normal, the safe, the happiness. That's trouble. Our job is to touch a nerve, to ignite reaction.
I wonder if feigning creativity to cause trouble is a new social strategy. What do you think?