If you are an ad creative or a designer, you know why copywriter, Villi Ross and Mellor & Smith design director, Paul Mellor, have launched the Bland Book.
It’s a manual for creating the safest work possible. Work that’s so bland and so like every other bland piece of work out there that it pleases bland-seeking clients perfectly.
Ross wants clients and creatives to know that great work doesn’t have to be “big and bold and shouty” but it has to be something to be noticed.
Ross began #copywritersunite hashtag to unite the world’s copywriters – a place to “celebrate and commiserate” in an industry where they are no longer valued, and call out bad copy.
Mellor’s agency has produced a series of events and a podcast under its Take Fucking Risks brand.
Ross commented, “I want people to read our Bland Book and recognise themselves in it – either through work they’ve done or people they’ve worked with. And I want them to see that they shouldn’t produce guidelines like this – it leads to bland communications. And if our communications are bland, why on earth would our consumers be in any way compelled to act?”
Download the Bland Book here for those dull days at work.