Dreamers Wanted: BBH’s Rosie Arnold dreams up creativity’s big idea

BBH’s deputy executive creative director Rosie Arnold describes the inspiration behind one of the most celebrated Lynx campaigns to date, marking the start of The Drum’s Dream Awards that will champion how the big idea rather than the channel are underpinning the strongest marketing in an multi-channel world.

In her first session with The Drum’s resident psychiatrist Dr Sarracenia, the creative luminary describes the dream which inspired her most famous campaign – The Lynx Effect.

“It’s like I’m in a man’s head,” starts Arnold as she recounts the dream. “And everytime I come into contact with a woman she loves me. Anything I say, however badly behaved I am she just looks at me and loves me.”

Sounds like a perfect man’s dream in a women’s head no doubt. It was this idea that guided Arnold to create one of the most adaptable creative ideas in recent times. From social media campaigns to in-store promotions, mobile games to global TV adverts, the strength of The Lynx Effect idea has permeated across all channels to become part of pop culture.

The video is part of a wider Lost Boys-created campaign that features photographer by the renowned Julian Hanford. Other creative visionaries will also visit Dr Sarracenia’s couch in the video series alongside press and social media activity.

It is this focus on how the big idea encapsulates everything about marketing that forms the basis for The Drum’s most eclectic awards to date. Launching this week, The Drum is calling out all creatives - from publishers to production companies, technology makers to PR agencies – to contest its Dream Awards.

The Dream Awards will be judged by leading industry figures including Rosie Arnold, Deputy Executive Creative Director at BBH London, Guy Duncan, Global Creative Director at Coca-Cola and Trevor Beattie, Founder of Beattie McGuinness Bungay. The awards boast a broad range of vertical sector and medium-based categories, covering everything from TV and outdoor to experiential and creative technology.

The deadline for the Dream Awards is Friday 19 June. To find out more and enter the awards visit the dedicated website.

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