Remarkable work

Had a great talk with a group of people dedicated to doing smart work. When you look at branded work that moves beyond obligation, who are the players? One that comes to mind is Liberty Mutual's Responsibility campaign, which has grown The Responsibility Project. (Note: Wonderful print placement on the Ethicist column in the NYT Magazine.) Short films are exceptional, make sure to look at The Lighthouse and see how a branded message can take wings into content that transcends. Can you plan such a remarkable outgrowth of a strong concept? Maybe not. But what you can bring to the game is a sense of how what we do can solve problems, change attitudes. Not only for clients but for culture. My friend Glenn Griffin has named it Brand Heroism.