Havas Germany art creative director Juan Leguizamon and creative technologist Arnaud Atchimon imagine advertising on the Red Planet
The things that come out of a brainstorm session between an art creative director and a creative technologist aren’t necessarily traditional ideas. Our conversations get immersed in an obscure world of innovative technology, science fiction and pop culture. Although sometimes we lose track of our thinking process, we realise that there are some weird and dumb topics that are worth talking about. For instance, has anybody ever thought of running an ad agency in space?
Now Elon Musk has set the trend to look at Mars as a possible new frontier, and claims that millions of people (and even companies) have already signed up for this one-way trip to establish a self-sustaining colony on Mars, with the purpose of making humans an interplanetary species. So we’ve started to imagine what it would be like to open the first ad agency on Mars. Yeah that’s right, the first Havas branch in a deserted planet... Sure, why not.
So here’s the breakdown to the most essential things we need to have, to explore this new frontier.
1. The Crew:
We’re pretty sure it only takes a small group of 10 passengers to ride on the first round of trips to the red planet (which is not a bad amount of people, when you want to run a start-up), but 10 is definitely more people that an agency could take on a trip to Cannes.
The fearless crazy ECD:
The commander in chief that everyone thinks is insane (and they secretly want him out of the ship) but at the end of the day, he always saves the day. Yup, that guy.
The militant creative director:
Also known as the loyal “number two”. Pretty much the guy who delivers the bad news: “Sorry but we have to work over the weekend.”
The dynamic duo:
Classic senior art director / copywriter team, award-winning pitch machine and full time divas.
The creative technologist:
No, this is not the IT guy but a code nerd and prototype master (although he is good at fixing the internet).
The video production artist:
Documentarian and filmmaking buff whose actual role is making case studies and manifesto videos, and in case the crew never makes it back, she’ll be in charge of the behind-the-scenes of this journey.
The managing director:
This is the “Mr Spock” to the ECD, the troubleshooter, the brainiac and team enthusiast. She is also the the complaints department manager, but mostly part-time.
The global account director:
We guess this is more of a “galactic” account director at this point. But she is in charge of freaking out.
If this was Star Wars, this guy would be the bearded dude who briefed the Rebel Alliance to destroy the Death Star. Also known as the War Room guy.
The prodigy intern:
The young millennial who keeps the crew updated with the latest trends on social media, but is also really smart.
The IT guy:
Pretty much the guy everyone suspects is an advanced humanoid robot.
2. The Essential Tools:
Things need to be limited when it comes to space travel. But when we really think of the essential things that we need to survive in this journey, water or toilet paper didn’t even cross our minds.
3. Potential Clients:
Of course the most essential thing that any ad agency needs to survive is a client. Although there are no clients on Mars, we realise that we still need to pitch to terrestrial clients, by finding new needs on this planet and turning them into products for future consumers to come.
At the end of the day who knows whether this will happen in our lifetime, and to be quite frankly we’re not really sure why so many people would be so interested in making a one-way trip to Mars. But if there’s something that I’m certain is that wherever people go, advertising follows. And if it does, would it be a good idea to bring advertising to a new planet? Or do we leave behind our mentality of consumption, for a second chance on Mars? Who knows.
The thing that really matters is that you should never let an art creative director and a creative technologist have a brainstorm together for too long.