SNAP ELEC­TION FEVER

The stakes are high, the time is short – we hear from the par­ties on the cam­paign trail try­ing to un­seat Theresa May

Campaign UK - - FRONT PAGE -

Let’s face it. Mak­ing a party elec­tion broad­cast for the Green Party is an open goal. The Tories, the mar­ket leader (for ar­gu­ment’s sake), be­have like a ban­ner ad try­ing to sell you a sweater that you al­ready bought. And it’ll con­tinue try­ing to sell that comfy sweater to you even af­ter your or­der has been de­liv­ered and turns out to ac­tu­ally be a dead fox, mauled to death by a pack of hounds. As you hold the sad ev­i­dence in your hand, there’ll still be a tiny box flash­ing on screen say­ing it’s a great deal. Buy now! We only had our­selves to beat.

Well, us and the ridicu­lously small bud­get and stupidly short dead­line. Two weeks? Ta very much, Theresa. Not happy with send­ing nurses to food banks and clos­ing down hos­pi­tals, you’re call­ing a snap elec­tion and cut­ting my pre­cious think­ing time down to less than a day. Fuck you.

Where’s our re­search time? Our two weeks’ ex­plo­ration? What about in­ter­nal re­views? Rewrites? Show­ing it to the boss’s fam­ily? Di­rec­tor search­ing? Cast­ing, call­backs, pre-ppms, edit re­views? What about my mid-morn­ing cof­fee? How the hell are we sup­posed to do all that in 12-hour chunks, Theresa? You’re so fuck­ing in­con­sid­er­ate.

But we didn’t even have time for an eye-roll emoji. About three sec­onds af­ter say­ing yes, we were on a Tube to West­min­ster, where we met an en­er­getic Green Party. At this point, it’d be the ob­vi­ous thing for the agency to say that they’re a great client be­cause they’re brave and they trust us and take our cre­ative rec­om­men­da­tions and yadda yadda yadda. But, re­ally, none of the rest of it would’ve hap­pened if the Green Party hadn’t have been so con­fi­dent in who they were and what they wanted to say. They are the ex­perts. And that made all those 12-hour chunks to fol­low flow as smoothly as money through a bailed-out bank.

Less than a week later, off the back of a cou­ple of slides of strat­egy and just enough bare bones of funny to get a di­rec­tor in­ter­ested, we found our­selves stand­ing in a stu­dio with a crack­ing cast and crew. If you haven’t guessed by now, we bloody did it. Apolo­gies, M Night Shya­malan fan (who­ever you are). There are no plot twists here.

With­out the time to over­think, with­out the time to “col­lab­o­rate” on every minute nose hair, we only had the time to trust the ex­perts at each stage to be bril­liant. Which, it turns out, is all the time you need. We’ve learned that peo­ple are great at their jobs when you let them get on with it. You don’t nec­es­sar­ily need to see 12 mood boards, de­tailed shooting sto­ry­boards and what colour the lead ac­tor’s un­der­crack­ers are. It’s ac­tu­ally pretty lib­er­at­ing know­ing that ev­ery­one else trusts you to make it good. And, more im­por­tantly, to make it work. We had a chance to do some­thing that made a dif­fer­ence. We didn’t have time to waste hold­ing on to old-fash­ioned pro­cesses.

So here we are. As I write this, it hasn’t even gone out yet. It’s only just landed in those telly in­boxes. And we have no idea if the ball will ac­tu­ally make it over the goal line and in­crease Green votes. But we couldn’t be prouder. There’s a good chance there’ll more projects like this in the fu­ture and, take it from us, if you have a trust­ing, brave client, ef­fi­cient, in­ge­nious pro­duc­tion part­ners and a lazy, smug mar­ket leader to com­pete with, they are an ab­so­lute gift.

Laura Muse is a cre­ative at Crea­ture of Lon­don

Green Party: Crea­ture had to dis­pense with ‘old-fash­ioned pro­cesses’

Newspapers in English

Newspapers from UK

© PressReader. All rights reserved.