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Inside of the Box is arguably the most 'outside the box' place to be
'Think outside the box' has become one of the most repeated maxims of the global creative community in the last decade. We are all urged to break down traditional barriers, defy conventional restraints and strike out towards fresh and unexplored creative territory. So surely 'thinking outside the box' must be a good thing?
At this year's new look Loerie festival, Adrian Holmes, chairman and chief creative officer of Lowe & Partners Worlwide, will challenge this orthodoxy and put forward the theory that some of advertising's best ever thinking has actually taken place 'inside the box'.
According to Holmes, we spend our entire working lives inside boxes. The average advertising box is made up of the brief, research, the budget and timing but, Holmes is of the opinion that being tied down by these constraints "can be a liberating experience, driving us to produce a better quality".
"Boxes can be a good thing. We can do interesting and ingenious stuff in there, because the constraints imposed upon us force us to. It is because of these constraints forced upon you that you come up with the ingenious solution. This clever, witty bit of thinking only happens because this box forces you to do it. Therefore, 'Inside of the Box' is arguably the most `outside the box' place to be," Holmes explains.
Holmes will be the closing plenary in the conference programme on Saturday, October 2.
After graduating in Film and Photographic Arts at Central London Polytechnic, Adrian Holmes began his career as copywriter at Grey Advertising in 1976. He first joined Lowe Howard-Spink in January 1982, just three months after the agency was founded. Four years later, he left the agency to work at Saatchi, CDP and then as Creative Director of Wight Collins Rutherford Scott. In 1989 he returned to Lowe as Joint Creative Director of the London office, becoming Chairman in 1992. In 1999 he was appointed Chief Creative Officer of Lowe & Partners Worldwide. In September 2003, he took on the additional role of worldwide Chairman.
Holmes has won numerous awards at festivals all over the world, including Cannes, D&AD, The One Show, Campaign Press Awards and British Television Awards. Accounts he has worked on include Heineken, Hamlet, Stella Artois, Albany Life, Army Officer Recruitment, Plymouth Gin and numerous Unilever brands.
He is one of the few British copywriters to have had an advertisement selected for the US publication The Best 100 Press Ads Ever. In 1994 he served as President of D&AD. He is still a copywriter at heart, and in between meetings continues to produce advertising for various Lowe clients.
