Where creativity comes from

It's Friday, you've been giving it the beans all week, working that little brain of yours to the bone (figuratively, let's hope). You need a boost for that last mile before this evening's G&T while watching mindless TV (or maybe your evening is more exciting than mine...) Don't tell everyone, but I've found one of the best sources of creative juices out there...

[youtube]http://uk.youtube.com/watch?v=q3wAH77ZWJU[/youtube]

Alright, fine, it's a campaign for the South West Regional Development Agency, created by Rubber Republic. It arrived in my inbox last week, with a subject line containing "Viral Campaign"*, so it was within an inch of getting deleted without a second look. Being the end of the day, I was looking for distraction, so I had a look at the video, to find myself delighted by how silly it turned out to be. I love organisations with a sense of humour, and this one's just wonderfully twisted.

I wonder what would happen if you squeezed Silicon Fen/Cambridge creatives? You'd probably get a CAMRA-approved fermented beverage that knocks your socks off. ;)

[* On the "Viral Campaign" note, I hope agencies will realise that, while it's fine to call it a viral campaign on your marketing strategy plan internally, a video doesn't go viral until the viewers make it so. Create something fantastic, give people the tools to share it easily, but don't tell us it's a viral. That's for us to decide.]