EOFYS VS HEMMINGWAY – who does death better?
There’s a lot of death in Hemmingway’s ‘The Snows of Kilamanjaro.’ I re-read it this week as a source of descriptive writing inspiration, and now if I have a campaign to write that involves dying of gangrene, being gored by a bull or swinging from the gallows, I feel equipped.
There’s also been a lot of death in the retail space lately, with the annual shouting competition to be heard at the end of the financial year taking place.
What’s been killing me is the bare-knuckled approach that has come to dominate the landscape of late. There hasn’t been a lot of creativity that has been applied to the work I’ve seen; certainly, nothing that stands out.
Surely this time of heightened consumerism is a wonderful opportunity to build relationships with an audience by providing them with something new, interesting and valuable?
What about finding a new way into the problem that aligns with the brand? Or maybe a new name for the event; a new deadline that’s not June 30; an unexpected execution with high production values; a content effort that provides useful tax time information or videos that make an otherwise dull proposition exciting and human?
Personally, I’d love to see someone create a campaign based on the secret dark lives of the ATO underbelly. Canberra is a hot bed of depravity, and I think there’s gold in there somewhere.
In the meantime, here’s a wonderful spot for TK Maxx in the UK that found a new way to communicate an old proposition – cheap prices. It’s not an EOFYS campaign, but the line is a winner – “the small prices you pay, to pay the small prices you pay for the big labels in TK Maxx”. On the surface, it sounds a little unwieldy, but it works very well.