High Five: The Motivation in Jealousy

I remember starting over at Tribal when this came out. I’m pretty sure this was long before our industry started using industry buzzwords like ‘content marketing’, ‘disruptive’ ‘viral’ and ‘socially led’ stuff so maybe this started it all. This was and still is a perfect product demo. It’s so entertaining. I still love it. 

Rana Chatterjee and Jeff Cheung, two amazing creatives I can’t wait to work with, brought this groundbreaking fundraising idea into the world a few years ago and it was just so unbelievable. I think the infinite fundraising loop was what made me the most jealous at the time, but maybe what I love most about it now is knowing how important supporting music education is to these guys, and that they make it a priority to help this cause year after year. I am also super jealous of the design for this year's campaign, but I can easily say that about every single campaign from any of the three offices from LG2.

Details. Details. Details. The weight of the book as the idea is just the starting point. The book wrapping, the selection of stories, the dust jacket material, deciding when the book would be available - all such important and meaningful details that elevated the idea. 

Most breast cancer campaigns put prevention and detection at the centre of the idea and most if not all are incredible. I am jealous of LG2’s decision to not do that, and to change their focus to friends and families of cancer patients, and through this really non-traditional campaign, help them become more aware of their role and to be more supportive, understanding throughout the journey.

Without love and compassion this idea wouldn’t exist. We talk a lot about the importance of inclusivity, and this idea embodies that. I think now more than ever, whenever and wherever we can turn hate (or just plain ignorance) into love, we should just go ahead and do it. The world needs it.