However, most people will tell you that impactis more than that. It is also about relevance.Relevance to the brand and relevance to theconsumer.So creativity is about impact, connection,relevance. But impact on who, relevance towho, connection with who? Fundamental to allthis is the intended recipient of the creativity.
Creativity is in the eye of the beholder.
Let’s for a moment consider the art world. An artist produces a piece of work.
(Slide artist with work)
Who can saywhether it is creative? The artist will believe itto be or else he or she will destroy it. But is itenough that in the opinion of one person it iscreative? How many people need to agree before we can deem it truly creative? Let’s saythey have a lover.
Let’s say that the artist createdthe piece for their lover.
If their lover findsit creative, if it has impact, if it connects thenit is creative even if no-one else agrees.Who determines if a half a cow informaldehyde is creative? It tends to be thecritics who give art validity. In this caseDamien Hurst produced his piece with his peers in mind. He knew what they werelooking for. He also knew that they had thetools to understand the piece. Most of thegeneral public think it is a piece of nonsense.If it had been intended for mass popularity itwould have been deemed a failure.This means that we can only asses an itemscreativity if we understand it’s relevance for the intended recipient.