ADOI Blog

Elevation

edward_ong on 07 15, 2009

BY EDWARD ONG

Job number: PM246

Project background: Due to a sudden rainfall around noon, a large number of employees have delayed going out for lunch. They went out as soon as the rain stopped and have now come back and are crowding around the lift area.

Objective: Clear the lobby.

Work required: Move people from ground floor to 30th floor.

Insight: People prefer to use lifts rather than walk.

Strategy: Herd people inside lift. Press button

Deadline: ASAP!

Having read the job req, the creative team jumps into action. (But not before taking a smoke break outside the building and picking up a cafe latte on the way back).  Inside the lift, here’s what the agency folks are thinking:

Copywriter: We need more time. Maybe we should push the deadline.

Art Director: Can we try another lift?

Creative Director: We need to press the button in such a way that will win us an award.

Planner: The work is so simple, I might as well do it myself.

Account Executive: Are we in the lift? Where’s the lift?

Account Director: I think we should press a few buttons to give client some options.

Traffic: This better not be another all-nighter. I already stayed back twice this week!

Media person: Why didn’t we take the staircase?

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