You know how you click on a YouTube video and you’re forced to watch 6 seconds of an ad before you have the opportunity to SKIP it?

Did you ever think of that as a creative opportunity? I certainly didn’t!

But recently the creative team I work with was presenting ideas to me for an upcoming campaign which included YouTube ads as part of the tactics, and they had an idea for a cut of video where the SKIP button at 6 seconds actually has a relevance in the storytelling.

HOW COOL IS THAT?!

This moment reinforced to me that in order to think outside of the box, there has to be a box! Things like Skip buttons or character limits or postal service standards shouldn’t be seen as obstacles or barriers to creativity, but instead opportunities to surprise & delight.

So what’s in your way today? And how can you see it as a chance to try something new?

~~

Written by Maeve Strathy

Maeve is the Founder of What Gives and has been working in fundraising for twelve years.
Click here to learn more about Maeve.

Connect with Maeve via:
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