1. Introduction: Why “Wild” Matters - Insane Creative Ideas
In a world saturated with safe choices and predictable marketing, blending in is the fastest path to irrelevance. Most brands and agencies operate within a comfortable, well-trodden box, producing work that is competent but ultimately forgettable. Yet, history shows us that the true breakthroughs—the moments that reshape industries, define cultures, and catapult brands into the stratosphere—come from a willingness to venture into the wild.
These aren't just creative flourishes; they are fundamental strategic gambits. They are the decisions that seemed crazy until they changed everything. They prove that bold creativity is not a frivolous expense but the most powerful lever for growth a brand can pull. At Altair Partners, a creative agency in Portland that thrives on challenging the status quo, we believe that the right creative leap is the definitive difference between a brand that is simply seen and one that is truly remembered. In this article, we’ll dissect a few legendary agency decisions, uncover the principles that made them work, and reveal how any brand can harness that same transformative energy.
2. Case Study #1: Wieden+Kennedy & The Slogan Born from a Killer
The Summary: In 1988, Dan Wieden of the Portland-based agency Wieden+Kennedy was searching for a tagline that could encapsulate Nike’s spirit. He landed on three simple, powerful words: “Just Do It.” The campaign, featuring an unlikely 80-year-old runner named Walt Stack, immediately positioned Nike as a brand for every athlete—and anyone with a body is an athlete.
Why It Was Wild: The audacity of "Just Do It" wasn't just in its bluntness. The inspiration was shockingly unconventional. Wieden has credited the phrase to the final words of convicted murderer Gary Gilmore, who, before a firing squad, simply said, "Let's do it." To take a phrase with such a dark, controversial origin and repurpose it into a global anthem for empowerment and action was a breathtaking creative risk. It was a move that could have easily backfired, alienating the very audience Nike sought to inspire. Furthermore, it pivoted Nike from a company that sold high-quality running shoes to a corporation selling a universal philosophy of determination and achievement.
The Impact: The numbers speak for themselves. Following the launch of "Just Do It," Nike's share of the North American sport-shoe market exploded from 18% to 43%. Between 1988 and 1998, the company's worldwide sales skyrocketed from approximately $877 million to an astounding $9.2 billion. The campaign didn't just sell shoes; it created a cultural mantra that continues to resonate decades later, transforming Nike into the behemoth it is today.
The Lesson: True breakthrough creativity often comes from connecting seemingly unrelated, even dangerous, cultural dots. It requires an agency with the courage to look beyond category norms and a client with the faith to embrace a big, singular idea that aligns with a deeper brand purpose—in this case, human potential.
3. Case Study #2: Abbott Mead Vickers BBDO & The Beer Ad That Rewound Evolution
The Summary: In 2005, the agency Abbott Mead Vickers BBDO launched a commercial for Guinness titled “noitulovE”—which is “Evolution” spelled backward. The 60-second spot, directed by Nicolai Fuglsig, depicted three modern men evolving backwards through time, transforming through various species before dissolving into a primordial soup, all set to a haunting cover of “Rhythm of Life.” It concludes at the moment one of them, now a mudskipper, gazes longingly at a pint of perfectly poured Guinness.
Why It Was Wild: On the surface, this was a beer ad. But the creative execution was anything but conventional. It was a high-concept, cinematic short film that used state-of-the-art CGI (a massive investment for a TV spot at the time) to tell a complex, reverse-narrative story. It demanded the viewer's full attention and intellectual engagement. There was no jingle, no obvious humor, and no clear product benefit until the final, surreal punchline. It positioned a dark stout not as a pub beverage, but as the ultimate, timeless reward—the very destination of human evolution itself.
The Impact: The "noitulovE" ad became a global sensation. It wasn't just popular; it was critically acclaimed, becoming one of the most awarded commercials in the world that year, winning a Grand Prix at the Cannes Lions International Festival of Creativity. It revitalized the perception of Guinness, making it feel intelligent, artistic, and profoundly cool. The campaign demonstrated that audiences would reward brands that treated them as smart and culturally literate, creating a deep emotional connection through sheer creative ambition.
The Lesson: A wild idea requires an unwavering belief in the power of the concept itself. AMV BBDO and Guinness committed to a high-risk, high-production-value idea that was deeply metaphorical and required the audience to think. This proves that bold creativity isn't about being weird for weird's sake; it's about finding a narrative so powerful and unique that it reframes the entire brand experience.
4. Why These Wild Decisions Matter for Brands and Agencies Today
The stories of "Just Do It" and "noitulovE" are not just nostalgic tales from a bygone era. They are urgent, relevant case studies for any business navigating today's fragmented media landscape. Here’s why this matters now more than ever:
- Creative Boldness is the Ultimate Differentiator: In a digital ecosystem choked with lookalike content and formulaic advertising, the only way to stand out is to break the pattern. Safe work is invisible work. The agencies that made history did so by rejecting the safe bet in favor of the memorable one.
- Creativity Must Be Tied to Purpose, Not Just Aesthetics: Notice that in both cases, the wild idea was not just a cool design or a funny gag. "Just Do It" tapped into a universal human drive for achievement. "noitulovE" connected beer to a grand, philosophical narrative. The most impactful creative work is always an expression of a brand's core purpose and a deep cultural insight.
- Creativity is a Strategic Business Function, Not Decoration: These campaigns were not the "creative part" that came after the strategy; they were the strategy. They fundamentally repositioned the brands and drove staggering business results. This is the perspective we bring to every partnership at Altair Partners. As a creative agency in Portland that serves ambitious clients, we see our role as embedding this kind of strategic, transformative creativity into the very heart of your business plan.
5. What Makes a “Wild Decision” Work: The Checklist
A reckless idea is just that—reckless. A strategically wild idea, however, is a calculated masterstroke. Before you take the leap, run your idea through this checklist:
- Is it Rooted in Deep Brand Purpose? Does the idea connect to your core "why"? (Nike: empowerment. Guinness: reward.)
- Is it Aligned with Audience & Culture? Is it relevant, even if surprising? It must resonate, not alienate.
- Is There a Willingness to Invest? This means investment in story, production quality, and media buy to ensure the idea is seen in its best light.
- Is There Authentic Risk Tolerance? Is both the client and agency leadership prepared to defend the idea and see it through?
- Does it Question a Norm? Does the idea fundamentally challenge a category convention or a tired consumer expectation?
- How Will You Measure Impact? Define what success looks like beyond likes—sales, market share, or brand perception studies.
6. How Altair Partners Helps You Make Wild (But Smart) Creative Decisions
At Altair Partners, we believe that bold decisions should be informed decisions. Our process is designed to create a framework where creativity can thrive without descending into chaos. We work with our clients as strategic partners, guiding them through the journey of discovering and executing the bold ideas that will define their future.
Our approach is built on three pillars:
- Deep-Dive Discovery: We begin not with solutions, but with questions. We immerse ourselves in your business, your customers, and your category to uncover the fundamental truth and tension that a wild idea can resolve. This ensures that every creative risk we propose is built on a foundation of solid strategy.
- Collaborative Ideation: We do not create in a vacuum. We facilitate workshops and strategy sessions with your team, believing that the best ideas often emerge at the intersection of internal expertise and external perspective. This collaborative spirit builds the shared belief and commitment necessary to see a bold idea through to completion.
- Rigorous Execution: A wild idea is nothing without flawless execution. Our team of designers, writers, and technologists are dedicated to bringing ambitious concepts to life with precision and craft, ensuring the final product is as powerful in the market as it was on the whiteboard.
For example, we recently partnered with a heritage Portland food brand that was struggling to connect with a new generation. The safe play would have been a modest logo refresh. The wild decision we made together was to completely reimagine their narrative around Portland's history of culinary rebellion, launching an irreverent digital campaign and limited-edition packaging that proudly challenged the sterile aesthetics of their competitors. The result was a 150% increase in social engagement and their highest quarter of online sales to date.
Bold decisions are not reckless when they are calculated. They are the product of a partnership built on trust, strategy, and a shared ambition to lead, not follow.
7. Call to Action
The landscape is cluttered with brands that chose to play it safe. Their stories are not told. If you are ready to build a brand that defines its category and resonates with culture, it is time to stop following the rules and start writing them.
Let us be the partners who help you make the wild decision that changes everything.
Altair Partners—your creative agency in Portland, ready to make the bold leap with you.
