Watford Week is upon us. 20 bright young things from Watford College join us for five days of briefs, crits and creative japes. Predictably, I’m tasked with making it a Watford Week to remember, so I’m off to Kaffeine.
Whilst I’m out parting with way too much green for strong brown water and milk, our beloved tech team strike gold. WATFORD LIVE. A live broadcast of our Watford Week crit on the web with an interactive photo-stitched wall douhickey so you can follow in detail what goes down in one of these mysterious sessions.
I’m left wondering what will separate the creative chaff from the wheat on the big day? “Great creatives could have been planners” a great suit once said. A tempting theory, but “Thou Shalt Not Give Credit To Planners” says the good book of creativity. Inter-departmental banter aside, he’s right. Great creatives are strategic thinkers and if you’ve ever seen a good student book, you’ll know it’s mostly strategy. Ergo, great creatives are intelligent.
Or are they? The best creatives are more often a curious mixture of intelligence and inanity. In my book, dumb is good. Logic is a good start, but it only gets you so far. Dumb, on the other hand, throws logic out the window and plays in the periphery. Clever is literal, dumb is lateral. There’s nothing I enjoy more than sitting in a room with creatives and allowing the dumb to flow. When the dumb flows, it’s high tide at lateral bay. And it’s more fun. You’re far more likely to be creative in a room full of pearly whites than you are surrounded by furrowed brows.
A dumb idea sometimes just feels right. And when something feels right, clever can come in and clean it up, tick the boxes. That dumb idea you held back could have been the making of your career, just ask the geniuses that coined ‘More Than Freeman’. So to give intelligences its due, and to paraphrase Robert Downey Jnr. in Tropic Thunder: Never go full dumb. Always keep a little clever in the tank. Or find a planner who speaks dumb and clever to translate.
So, what are we hoping for with WATFORD LIVE? Clever ideas? Dumb ideas? I’m hoping for an entertaining mix of both. Watch this space for a link to WATFORD LIVE, broadcasting on Thursday 8th March, late afternoon. I’m the big one with glasses.