FROM BEANS TO BRILLIANCE
Do you know how to make chocolate? Few people do. There’s a bunch of steps and whacky Wonka-esque experiments to ensure the perfect product gets into the hands of the consumer. It’s actually a bit like crafting ads.
But what are the other similarities between the factory and the agency? Get ready to step into a world of pure imagination.
In the world of chocolate, this is where you slit open a sack of raw cacao beans and sift through the good, and the bad. A little like the sorting squirrels from Wonka’s factory. It’s the same with the agency. Here we carefully sift through a brief to identify any gaps. No Veruca Salt’s allowed.
Stage 1 = Get to the good bits.
Next up, it’s time to roast the good beans in the oven to get those delicious chocolatey aromas flowing. In AdLand, we’d host a Q&A session. What will these comms mean for the customer? We’re trying to get into the mindset of the consumer so Charlie Bucket will benefit.
Stage 2 = Dig a little deeper.
Now we’re removing the shell to get to those valuable cacao nibs. Think of this stage as calling in the Oompa Loompas – it’s time for the hard work. Meanwhile, in the agency, our strategists are cracking into the brief further. Unshelling those good bits from the Q&A and adding even more value. Luckily at this stage, the wearing of green wigs is kept to a minimum. In most cases.
Stage 3 = Unpack the value.
Once it’s been through the wringer, it’s time for the best part: melt the nibs in the melanger. The longer this process can happen, the smoother and silkier the chocolate is. It’s the same for the concepting process. The longer the creative team can get to marinate in that magical creativity, the more refined the ideas are when it comes time to sell in the magic.
Stage 4 = Take your time to make something wonderful.
What now? It’s hard decision time: Is there a sprinkling of snozberries, or even a whipple-scrumptious fudgemellow delight centre? It’s time to make it the best it can be. The agency are busy refining their craft. It’s a DM, but what can we do to make it stand out? Pack a punch in your creative for the biggest impact.
Stage 5 = Make your product have a big impression.
So you’ve worked through your stages. You’ve sorted through the good bits, and dug a little deeper to unpack the value. Then you took the time to make something truly wonderful to make a big impression. Your chocolate has been packaged and is ready to hit the shelves. It’s the same with your ad.
So, what’s next? Well, it’s time to pat yourself on the back for a job well done and get sorting through that next bag of beans. Good day, Sir!
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