The psychology behind inspiration is experience

In a world where the sofa now rivals the jet plane as a gateway to experiences, we are in a constant pursuit to inspire people. Our approach is simple; looking outside of our industry, experiencing new things and fishing in untapped pools to inspire and elevate our creativity.

It’s the same reason marketing festivals like Cannes Lions see success year after year. The festival is a melting pot for ideas sharing, ideas stealing, and making new connections along the way. Brands leverage the opportunity to reach and sell to marketing decision makers. Marketers leave armed with new connections, strategic insights, and new ideas to trial for themselves.

As an agency that prides itself on our ability to think outside the bubble, we thought we’d share a few tricks that help keep our ideas box fresh.

Essentially, a lot of our raw ideation happens when we aren’t in front of a computer. One recent study explores why most creative breakthroughs happen when we aren’t trying: a walk in the park, socialising with friends, visiting the theatre, or enjoying our favourite coffee. So, we introduced a simple premise. Hello, Summer of Ideas.

Every Friday during summer the team is encouraged to knock off at 4pm and go explore. We give everyone a pair of sunglasses to encourage them to find inspiration through a new lens, literally. For some this may be an art gallery, others a wild space where their brains have the freedom to roam. Wherever these journeys take them, the purpose is both to find fresh pools of inspiration and the time to take a deep dive into them.

Jack was right; all work and no play makes you dull (aka uninspired). Getting out to global events – such as Expo 2020, COP26 and Cannes Lions – dramatically improves our creative energy. We also run regular socials, experiencing something as a team and sparking new conversations. You can catch us at local art exhibitions, exclusive dining experiences, go karting, competitive darts, team escape rooms, and most recently, a disco rollerblading night!

There’s a saying, ‘too many cooks in the kitchen.’ We say, ‘pick up a spoon and try the sauce’.

Much like cooking – a sprinkling of this, a dashing of that – the combination of bold ingredients, creative minds and willingness to try new possibilities powers our ability to push boundaries and bring new sensations to the table.

“Creativity is making unexpected connections. Partnering things that already exist, in a way never seen before. A simple truth, unexpectedly told”

— Pete Starling, Senior Creative, Cheerful Twentyfirst

Celebrating Creative Team of the Year for the fourth year in the CN Agency Awards.