I hear many clients and co-workers tell me that the idea is too cool, too edgy, what if they "don't get it?" Of course these are always primary concerns with any advetorial, design branding or social campaign. Of course we need the work to do its job. Well this brings us to our story which begins here: (this will take roughly four minutes and it's well worth your time)
Now that we've digested the story of Mr. Splashy Pants (and you're debating whether that was worth your time) it's incredibly important to understand the foundational platform of risk vs. reward. What you [think] your customer or client wants to see if not often what will work. At the risk of sounding arrogant, it's you JOB to sell work that will work and NOT sell work that you know your client wants to see. Work your client wants to see if called "safe" work, and here are some fundamental truths about safe work:
Not fundamentally true:
Too much? Ok. But you see my point.
What makes a splash (pun intended) is you pushing your client to take a risk. "But I'm a small shop with local clients." Ok fair, but what are they not doing now that you wish they were? Twitter? Facebook ads? Radio? Every client has a internal 'fear meter' and it's your job to dial up the work and explain it well enough for you keep their gauge under the red. Until you hire someone that can do this or learn to pitch the work appropriately, you'll be doomed to making more safe work.
"So how do I do this Justice?"
You may be in love with the idea that you create your clients vision, but if your stuck doing safe work your not going to love what you do very long.