Isn't it heartwarming to see money being put to good use in these
cash-strapped times? While businesses all over town are awash with the
thunderous sound of buttons popping as belts are tightened, one client,
it seems, has its priorities in a different area.
In a bid to "live and breathe" the Virgin Mobile brand, the client in
question invited two lucky creatives, Rik Brimm and Greg Mitchell, from
its agency, Rainey Kelly Campbell Roalfe/Y&R, to a week-long stay in the
uber-cool - not to mention pricey - Sanderson Hotel.
Why? Well you might ask. While the lads were reposing in the lap of
luxury, the idea was to get them to complete a variety of different
exercises in a bid to help them expand their minds and creativity
towards Virgin Mobile. Hmm.
With the questionable idea that their creative juices would miraculously
flow more fluently there rather than in their normal working
environment, the lads started their week by giving a 15-minute recorded
interview expressing their views and feelings toward Virgin Mobile. They
were also given £70 in cash with which to buy items befitting the
Still, it wasn't all shopping and lunching. No, the boys also had to
work in the stores, phone a couple of "real" Virgin Mobile customers and
write a poem in the time it took the London Eye to do one revolution.
Very deep. And the list goes on. "I think it's important for you to
explore what it means to be a good bloke," the brief purrs at one
"Please can you video each other and talk about when you have been good
blokes and describe when you have met good blokes." And following this
strenuous morning of activity, it was off to J Sheekey for lunch.
Honestly, we ask you.
Exactly what the lads have learned from this experience is not revealed,
but it could have involved how to be liggers and bullshitters - which,
perhaps in adland, are perfect qualities for the job.