Creative brilliance isn’t a thing…it’s a feeling. A flash behind the eyes when you see or hear something that is so good it fills you with a craving to have created it yourself.
It’s a yearning towards greatness that is part envy and part admiration – a wonderfully complicated sensation but it can be summed up in 5 simple words, “I wish I’d done that…”.
That’s how I felt when I saw this piece for AstraZeneca: A breathalyzer roadblock where they test you for asthma instead of alcohol. Simply brilliant. I really do wish I’d done it.
By Sean Riley, Executive Creative Director, McCann Health Singapore & Southeast Asia