Zombie Creative Concepts

Everyone in the agency game knows that the coolest stuff ever created is probably also the stuff that will never see the light of day. We all understand that there is a required balance to work in advertising, somewhere between creativity and commerce, and that this is the paradox of working in our field. I am also pretty sure that every agency has their own creative concept graveyard - the place where we stash our zombie concepts. No matter how many times they are shot down, these zombies rise again, refusing to die.

There is merit in keeping those old, good ideas close by, to revisit from time to time and see if they might inspire something new. It can be tempting to start to lean on them, to regularly dust them off and pull them out in brainstorms and new business pitches, regardless of how well they fit the current client and campaigns' goals. But just like the undead, over time zombie concepts can start to decay, and maybe smell a little bit. It becomes clear that they are just shells of the living, breathing ideas that they once were, and it would be better for everyone to let them go.

With that in mind, just in time for Halloween, we're cleaning out our zombie concept graveyard at Department Zero. We're putting some ideas to rest, finally and completely, by posting them on our blog. It can be sad, frightening and exhilarating all at once, killing zombies that were once very dear creative concepts. It is also giving us all some extra breathing room to create entirely fresh ideas.

So, how many zombies do you currently have stashed in your concept graveyard? Now might be the perfect time to let some of them go.

Sara Soseman is the President of Department Zero, an experiential marketing agency specializing in live events, social media, and interactive marketing. She is also a member of the AAF-KC board, serving as the web and digital content chair for the club. And yes...she's adequately prepared in case of a zombie apocalypse.