June 17, 2010

The Cocktail Napkin Effect

We recently had the pleasure of doing a portfolio review of 17 would-be creatives who had just completed an undergraduate course. One reason it was a pleasure was the instructor’s wise limitation put on the students: no computers. Each ad in each campaign was drawn by hand, and hand-lettered. The quality of the artwork, as you might expect, was pretty low, but that focused the attention on concept, not execution. Thinking, not polish. It reminded us, once again, of the virtues of the humble cocktail napkin, subject of on of our all-time favorite White Papers.