In December 2018, Greggs the bakery had an idea.
One of their 1,850 stores is directly opposite Fenwick in Newcastle City Centre.
And it is a well known fact that every Christmas, families with young children – tens of thousand of them – actually queue to see Fenwick’s Christmas window display.
They film it and photograph it too.
As do much of the the press and media in the North of England.
Knowing this, Gregg’s award winning in-house creative team decided to do something very simple.
They decided to flip the signage of their city centre branch so that it was written backwards.
It appeared the right way round as it reflected in Fenwick’s window.
It also appeared the right way round in thousands of photos and movies.
And in many dozens of column inches about the stunt too.
There’s a lot to be said for ideas.
I don’t know where they come from.
But I do know three things.
- To get to the great ideas, you MUST first go through many, many bad ones.
- To go through many, may bad ones you must be patient. And you must kind to yourself and (if appropriate) your team too. Only by doing this will you get to great.
- The greatest ideas are often the simplest.
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