When a long time client sees some of your latest work for another client and says that, you can't feel a bit--what's the word I'm looking for?--oh, right: mortified.
For lots of reasons. And we shan't(!) go into all of them here.
But I bring it up because this happened a few weeks ago, and it hasn't left me since. The work is for ICS, an Oregon company producing concrete cutting chain saws; super-niche products in a uber-narrow category aimed at general contractors. Not your mass market stuff.
Love the campaign, but hadn't thought of it as particularly edgy though, until I heard it mentioned that way. Smart, attention-getting (in a category utterly devoid of anything provocative), relevant, unusual, memorable, intriguing--all designed to pay off ultimately as EFFECTIVE--and maybe way down on the list of descriptors, maybe edgy.
But edgy was his word. His first word. Is that a good thing?
Edgy. Well. Hmmm. DISCUSS.
Click on thru to the companion sitelet, mmm-bacon.
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