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“Great Minds Think Unalike” – Advertising Week Europe 2017

“Great Minds Think Unalike” – Advertising Week Europe 2017
“Great Minds Think Unalike” – Advertising Week Europe 2017
“Great Minds Think Unalike” – Advertising Week Europe 2017
“Great Minds Think Unalike” – Advertising Week Europe 2017
“Great Minds Think Unalike” – Advertising Week Europe 2017

Advertising to the advertisers is not an easy task. Appealing to an industry of savvy, creatively brilliant and, well, extremely critical individuals has its challenges to say the least.

So when Adweek Europe, the continents largest annual gathering of ad tech, advertising, creative, entertainment, marketing and media industry, asked Gravity Road to develop a campaign to promote the event for the second year running of course we said, “alright go on then”!

To celebrate its milestone 5th year, Advertising Week Europe wanted a campaign to explore what makes Advertising Week Europe different from other marketing conferences.

This led us to create the campaign “Great Minds Think Unalike”, we teamed with illustration company RUDE to create a series of provocative images, with equally provocative quotes as the centre point of the illustrations. Quotes used came from former Advertising Week Europe speakers including:

“I went client side because it’s much easier” – Comedian Jimmy Carr

“Being uncool is a powerful creative force” – Artist Grayson Perry

“Making Tea in the Ad break is Ad blocking” – CEO of Dentsu Aegis, Nigel Morris

Advertising Week Europe provokes lively debate which means not everyone is in violent agreement with each other. As a truly global event, we wanted to capture and demonstrate some of the conversations and anecdotes from around the world. So what better way than putting them front and centre?

The campaign was run across print, digital and outdoor.