Consumers love the surreal, but how can brands make it work?

Hero Image

Following the release of some offbeat work from a variety of agencies, The Drum asked some of the industry's leading creatives how to make a success of a surreal creative idea. Nick Spink, Creative Director Cheil UK, joined the conversation with his musings.

With two teenage children constantly consuming, creating and sharing the oddest of content, I already feel like I’m living in a surreal world. For me, the odder the idea is, the stronger its impact and recall – especially when that idea is rooted within the brand promise or product offering.

I love being taken on a journey to where I’ve never been before, and the Trainline spot certainly does that!

Let’s face it, like it or not, we live in a world where the boundaries of reality continue to be pushed, and personally, I quite like that!

Read the full article on The Drum.