19 November 2012 - 12:26pm | posted by | 6 comments

Would being drunk make you a better creative? The Drum wants to find out

We're conducting an experiment, and we need YOUR help!

The newt's of our experiment will have free reign of The Drum's drinks cabinet!The newt's of our experiment will have free reign of The Drum's drinks

Would being drunk make you a better creative? It’s time to settle this once and for all with The Drum’s ‘Newt/Judge Experiment’.

Coordinated by Dave Birss, the Newt/Judge Experiment will see two teams go head-to-head to work on the same creative brief before being judged by top industry creatives; the twist is one team will be sober as a judge, the other as pissed as a newt.

Speaking of the experiment, Birss commented: "I've got a labcoat and a breathalyser in preparation."

Planning for the experiment has been underway in the last few weeks and The Drum is pleased to announce that Marc Lewis, Dare’s Laura Jordan Bambach, and Cubo’s Trevor Chambers have all signed on to judge the experiment, with more to be announced.

The Newt/Judge teams will be made up of one senior creative team, one middleweight team and some students, and that’s where we need you. If you’re interested, or know someone who would be, contact newt.judge@gmail.com.

The bar is stocked, our lab coats are ready, all we need is you!


20 Nov 2012 - 08:58
malcolm_tucker's picture

Brilliant. It's an open secret that the media and advertising industry are, for the most part, a bunch of coke-snorting, toilet-shagging pissheads. All we need now is some kind of official validation that for 'creative' reasons this is a good thing.

20 Nov 2012 - 16:31

@malcolm_tucker I guess we can measure the effect of coke snorting and toilet-shagging in other experiments.

Bizarrely, however, 20 years in the industry have resulted in my witnessing very little of that kind of behaviour.

Either it's not as common as rumoured or I'm a great moral influence on those around me.

20 Nov 2012 - 10:31
jonathan_hirst's picture

What exactly is supposed to happen when the drunks win??

20 Nov 2012 - 16:32

@jonathan_hirst Sir Martin Sorrell starts investing in free agency bars.

11 Mar 2013 - 12:14
@mcsorg's picture

Isn't there a sponsorship opportunity here for Smirnoff or Fosters or similar? Imagine if the newts won?

11 Mar 2013 - 12:33
@mcsorg's picture

PS The event only happened last week (w/e 8th March 2013) and I just spoke with the Drum and they are not letting on who won.


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