
You know how you click on a YouTube video and you’re forced to watch 6 seconds of an ad before you have the opportunity to SKIP it?
Did you ever think of that as a creative opportunity? I certainly didn’t!
But recently the creative team I work with was presenting ideas to me for an upcoming campaign which included YouTube ads as part of the tactics, and they had an idea for a cut of video where the SKIP button at 6 seconds actually has a relevance in the storytelling.
HOW COOL IS THAT?!
This moment reinforced to me that in order to think outside of the box, there has to be a box! Things like Skip buttons or character limits or postal service standards shouldn’t be seen as obstacles or barriers to creativity, but instead opportunities to surprise & delight.
So what’s in your way today? And how can you see it as a chance to try something new?
~~
Written by Maeve Strathy

Maeve is the Founder of What Gives and has been working in fundraising for twelve years.
Click here to learn more about Maeve.