More than ten years ago a group of bright eyed students in London watched Dave Trott pace up and down in the front of the room ranting ever louder as he got himself all worked up about the world bank, and the poverty in the world. He was animated, he was agitated and most of all he had his name on three ad agency doors so we gave him our complete and undivided attention. It was at the end of the lecture, and he'd been dropping hints all along. "There's nothing stopping you guys from having a book full of creative things printed now - If you were creative enough to do it." soon followed by : "See I'm your target market."
The subject of the world bank was close to his heart, as he was convinced that the situation could be resolved by smart advertising. In broad strokes he briefed us of the scenario; four of the UK banks are in it, they lent money to the third world. The third world paid it all back already, but are now stuck paying back on the interest and making bad economic decisions in order to make the payments. If the four banks just walked away from that interest one day, the poor countries money could be used on medicine, water, and food for their own impoverished populations. But, one bank won't give up their interest unless all four banks do it. How do you make four different banks march in tune? Why advertising of course. Turn their customers against them, and they'll drop their claim. Those paying attention understood that this was to be our live brief until next time Trott came to lecture.