‘It may be the seed of new creation’
Josy Paul, Chairman & CCO, BBDO India
I was a non-believer; I actually thought that one-offs were just created for awards. Then one day something happened. I met Steve Jobs (sort of), he showed a oneoff ad that he had done for APPLE; it was called 1984,. It was an ad that ran only for once and kind of created a cult. It made APPLE what it is today and built a counterculture. It made me think about one-off as something WOW. Later I also heard about the Dove campaign for Real Beauty. Well, oneoffs suddenly started springing new surprises. I was told about this amazing song that someone wrote in the 70s for a soft drink which was done only for Christmas Day and then for a decade it lasted because it was a song for a nation trying to fight its own battles. I realized I had to be a little less judgmental about one-offs. Sometimes it is the little one-off incidents that trigger large movements. I thought about creation and how it takes only one seed to create something and I realized one-offs have their role. I am here to make a promise that I will treat every one-off as an R&D laboratory, give it space and time to grow and if it dies, it was never meant to be, but never reject because it came walking and alone. Someone is trying to find a new truth, give him a chance. We may award them or not award them, but we can’t ignore them.