Feel your Client
With years of working with a lot of clients and concepts a creative art person can develop something similar to a “sixth” sense about a client or a project.
I noticed my “sixth sense” when I prepared a press advertisement campaign for ELTRAK — the sales representative of Caterpillar for Bulgaria.
It had to be an image campaign and as a Creative Director, I had the responsibility to create and visualize its concept.
I knew that CAT machines are very powerful and reliable and they are used worldwide, so I started thinking where to put CAT? What place would be appropriate as a stage of the adverts, what would be the natural habitat of these giants?
Then, in a moment of inspiration an idea came to my mind — why not put CAT machines on the Moon? The CEO of the agency embraced the idea and I created several press pages:
When we pitched the idea to ELTRAK they were pleased and surprised. ‘Very impressive!’ they said. ‘Did you know that CAT actually aims to the moon?!’
Then we understood that CAT in partnership with NASA develops automated machines for Moon mining operations. Here is an article about this partnership that I found lately on the web.
These CAT Moon adverts won a second place in the Edinburgh advertising agencies fair in 2009.
The client accepted the MOON concept and we decided to use it as an advert in lifestyle men magazines. For the sector oriented magazines and newspapers I prepared more conventional adverts: