The art of minimalist creative

Inspiration Weekly’s here with a Monday musing sure to kick that creative brain into gear if your coffee’s not done so already.

Don’t worry though, as it’s a Monday we’re keeping things simple, and minimalism’s the name of the game for the two campaigns we want to share. Because IW’s a believer that when you’re kicking off a week that’s sure to be choc-full of ‘making it happen’ (whatever that it is for you) that it can be nice to take a step back, and remember that creative excellence doesn’t always have to mean ‘complicated’.

As these show, if it’s done right, you can always achieve a whole lot, with a whole-lot-of little.

The Don of Ketchups

To celebrate 50-years of Heinz, the brand launched a new advertising campaign developed by none other than Don Draper of Mad Men.

In an episode of the hit TV-show first aired back in 2013, but set 50-years ago, Draper pitched a forward-thinking concept to the brand, which was rejected. The (no-longer fictional) campaign showed a number of foods sans ketchup, and the words ‘Pass the Heinz’ printed above. The idea behind the minimalist campaign, according to Don, was for the audience to complete the thought ‘and so hold the product in their imagination’.

It’s a powerful idea, and one which has faith in the intelligence of the consumer at its minimalist heart.

More impressively though (for IW at least), it’s been the dream of marketing creatives worldwide to work alongside the suave, but fictional, master of adland creative since the show first aired. IW’s stunned that someone figured out how to do so – and that Heinz has been brave enough to really lean into its creative idea – going so far as to include him, alongside the fictional agency he works for, in the very real campaign credits.

A Stripped-Down Activation

To promote its new show Stripped, TV-channel Bravo did just that to a host of models, and sent them to hang out at the SXSW festival held in Austin, Texas.  The semi-naked men & women wore nude coloured underwear and made quite an impact – demonstrating that although high-concept creative causes great impact, people still respond to something frivolous – provided it has a great sense of fun.

The images weren’t particularly inspired, but they did show a load of young attractive people having a good time – there will always be space for this kind of thing in media, and so it can be an effective way of grabbing attention – provided this particular type of attention is worthwhile for your brand

That’s all for today – but as always head on over to for more.

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