The infamous LIGHTBULB is the mother of all "creative" clichés in b2b - and it usually goes with the mother of all clichéd strategies: INNOVATION.
How many b2b companies in Tech want to be positioned on "our key difference: Innovation"?
You're right: ALL of them.
So, when our client SORIN (manufacturer of pacemakers and medical machines - used for instance during surgical operations) insisted that we had to communicate "their positioning: INNOVATION", we had a tough job in front of us.
LAMTAR produced - hey, this is true! - over 21 creative ideas, in over 65 mockups - including some not-so-bad ones, such as the one below:
But they were - how did you guess? - all rejected.
The client wanted us to use - again, how did you guess? - the most creative representation of innovative ideas: THE LIGHTBULB!
So, we had to deliver a lightbulb.
Here is how we limited the damage, coming up with a concept we don't have to be ashamed of - even though the brief was no piece of cake indeed ("communicate our positioning, Innovation, and use a LIGHTBULB!")
