need great creative
need great creative
Photos by Andrea Davidova

Peter dropped by Miami Ad School Toronto to share his thoughts on getting to great creative, using advertising as a tool for change, and the big question, why we’re all here. While Peter’s talk was packed with advice, case studies, and a few jokes about P. Diddy, his point was simple: great creative can truly change the world.

Drawing on his own experience at Cossette, Peter has found that putting great creative first is a winning strategy, and the business world is taking notes. Case in point, two unforgettable Procter & Gamble ads from this year: “The Talk” and “It’s a Tide Ad.” While two very different ads, both are examples of great creative that hits one of four key notes: funny, emotional, cool, or shocking. Summed up in the great words of Dan Wieden: “Just make me feel something dude.”
“You have to go beyond what’s asked for if you’re going to do anything great.”
“Get close to your clients, but don’t think like them.”
“Brands now have permission to do good.”
“We didn’t come here to be ordinary.”
“We didn’t come here to be ordinary.”
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