CONTEXT & BEYOND

After being hired at AMVBBDO last year, I have gradually settled into the agency,

and during that time I have been taking part in social activities like Pub Club.

Every Thursday the agency nominates a pub for everyone go to after work, this is announced through the traditional means of a poster, emailed across everyone's feed.

The guys in control of this are co founders of Pub Club; Scott & Ben.

Usually the posters they do for Pub Club are topical, whether it be something thats happened in the agency that week or general news, but usually its just a poster advertising the pub.

However one week something happened that completely changed the idea of Pub Club.

During Tuesday/Wednesday (can't remember what day), the whole agency was alerted by something naughty happening opposite our building.

A couple was having sex in a hotel room in broad daylight with the curtains open at a CitizenM hotel!

It was the main event of the week, the talk of the agency, well until Thursday.

On the day of Pub Club something happened again opposite the agency building.

The room where the couple had sex before was occupied, but with a message sticked to the window that simply read "PUB CLUB, ROOM 519".

Scott & Ben had 'literally' turned what happened a few days earlier into not just a advertisement for Pub Club, but Pub Club itself!

In the evening CitizenM became a hotel invasion, groups of people from the agency coming every 30 mins, filling up room 519, beers where shared, music was baring.

The night was very memorable, and everyone the following day was talking about how crazy it was.

But it wasn't just the impact of the event, it was how they did it that inspired me.

They didn't look at it as another poster, they went beyond that, they saw a bigger opportunity, a bigger idea, a bigger impact through the context.

At Watford we were always told to get our idea right on print first, that would tell us how simple/clear our idea was.

But when you get that right, ask yourself, how can we make this bigger, how can we make this more then a poster, how can we go beyond with the context of the idea.

Everyone knows what a poster is, we see them everyday, they have been going for over 100 years or more, but its what you do with the context of it that makes it different amongst the rest.

After that Pub Club, the posters got more different, for Valentines Day they put up a dating profile for the pub on Tinder, so people at the agency could match with it.

Then did a Brexit idea where you could vote between two pubs, remain (The Old Thameside Inn) or leave (Exit Bar).

Every Thursday now is a pocket of inspiration, making me think how far can I go with the context of my idea.