Project Mayhem

This month, a dozen 7-11 stores across the country turned into “Kwik-E-Marts,” a real-life version of the animated stores featured on the Simpson’s television series. The nationwide stunt is promoting the new Simpson’s Movie. This seems like a no-brainer: generate big publicity for 7-11.  Dig deeper, however, and you’ll uncover some serious risk taking. In the television series, the fictional Kwik-E-Marts often portray convenience stores in a negative light, e.g., expensive goods, poor food quality and ongoing targets for crime and general mayhem. The 7-11 chain is taking a risk with its brand – and the entire industry – by allowing for some self-deprecating fun, while boosting brand awareness.What risks are you and your clients prepared to take? Are you offering your clients a steady stream of unconventional, creative?   During the next brainstorm, think about allocating 30 minutes at the end of the storm for a “Superhero Segment.” Here, the brand becomes a Superhero, complete with Super powers. That means nothing can go wrong, no one can be harmed and everything turns out right. List all the things you would do in this supper safe world.

Let me say, before we begin, I’m not Scottish.  I have never played the bagpipes, nor have I ever waxed poetic about peat.  But I almost bought a kilt. 

Almost.

I was in Seattle this past weekend to visit the city with friends and take in three games at one of the true treasures of baseball, Safeco Field.  Now if you’ve never been to Seattle, i have to say — first-rate town.  I mean, really beautifully designed.  A vibrant business district sandwiched between a park district with museums and universities and an historic district, where we find yours truly passing a shop that sold kilts.

Now, many of you might conjure images of some bizarre, musty shop with old tartans and ancient golf paraphernalia.  You’d be dead wrong.  Picture a kilt shop run by Rob Zombie.  This place was edgy.  Dark.  Kilts in solid blacks and shades of charcoal.  Funky patterns that looked more like Jackson Pollack on acid than anything ever seen at St. Andrews.  And they looked cool.

The staff at the shop (all male) wore them with obvious pride.  No short pants for these folks.  Leave those to the Parrot Heads.  Jeans?  I’m not working construction, chief.  Khaki slacks?  Let me know when you’re due back at the Banana Republic window, fella.  These guys looked cool, confident and in charge.  And most of all, they looked comfortable!

So why didn’t i purchase one?  Well, in a nutshell, I’m not cool, confident nor in charge.  I wish to neither fight nor run.  And my boss can be a jackhole about stuff like this.  I mean, he won’t even let me wear shorts to the office.

So, i continue to suffer in silence, in long pants, while my spiritual hipster-Scottish brothers fight for the freedom our knees so clearly long for.

But it did get me thinking about risk taking, which is a central tenant of creativity.  By its very definition, creativity is about risk taking.  Getting out on the ledge.  Being different.  Embracing change and looking at things from a different point of view.  If i can’t wear the kilt, I can at least think like I’m wearing one.  So while my below-the-waist apparel will continue to flow from the pearly gates of the Gap, above the neck — I’m a kilt-wearin’ Scot.

Marc