What do we want to do? Who do we want to be? How do we set ourselves apart? These are the questions we asked ourselves at the outset of trying to rebrand 15 Fingers to FIFTEEN. The goal was to represent ourselves in a way that would give a nod to our past, but also embrace where we wanted to go as an agency. We quickly found out that it’s much easier to build or help define our clients' brands than it was to define our own.
It took nearly two years of drilling wells and clearing every corner before we found something that satisfied us creatively, illuminated our industry in an original way, and made sense to someone who had no previous knowledge of 15 Fingers.
We focussed our efforts on creating new original content. Content that resonates with our intended target as well as redefines what FIFTEEN aspires to create for our clients. The thing that rings true with every one of us, and ultimately what advertising revolves around, is the human experience. So what makes the human experience so familiar to everyone? What’s in common? Emotion. And that answer unlocked a treasure trove of ideas that would inevitably define our philosophy as as an agency.
Everyone can relate to the six most basic human emotions—joy, surprise, sadness, anger, disgust and fear. But the sweet spot is not those most basic of human emotions, but rather the more nuanced emotions that reveal themselves when you combine those emotions—the grey areas that can be difficult to discern. Indifference, solitude, insecurity, mischievous, ecstasy, confidence. These are traits we all share but also what makes each of us unique. When combined with the environment in which you were raised, your socio-economic status, your life experiences, this array of emotions or character traits shapes our perception of the world and the way in which you process information and communication.
It’s one thing to create a logo or come up with a catchy tagline. We know we can do that. It’s another thing entirely to try and define what it is you want to become, what that looks like, and how you make it a reality. We recognize that not everyone will see our work the same. We must ask the deeper questions. Open our own minds and allow the experience of others to inspire, drive and influence our decisions and strategies. Only then can we make better creative with every effort we undertake.
We want to be more enlightened versions of ourselves. We are poets and artists, entrepreneurs and critical thinkers, builders and consumers, seekers and believers. These are differences that we embrace and nurture to their full potential. Once we know ourselves better, we can understand our audiences better. We can relate to them on several levels. We want to be a team that sets a loftier goal for ourselves and a team with the resolve to get there. We set ourselves apart by not settling on the idea that we are just an advertising and marketing agency. We reach deeper inward to realize our full potential as ideators, thinkers and producers. It requires not settling on the easy answer. Discovering new avenues or ideas that go beyond the television spot, print piece or website. Taking full advantage of the talent within our walls and nurturing it to become something we haven’t thought of yet. Something more. Something complete by design.