AKQA Drives Beyond Thinking Horizons

At a recent VCU Brandcenter Friday Forum, Adam Creeger (Technical Architect at AKQA) presented the Fiat Eco:Drive campaign. Wow! That’s some really cool stuff. Check it out here. It’s like Nike+ for the car.

Fiat Eco Drive

AKQA designed something that will change how we drive in the future -- Eco:Drive

Can you think of a car company doing anything like this 5 years ago?  Can you see the possibilities of this thinking in 5 years?  I’m excited to see where it will go. There’s plenty of room for pushing this idea. First of all, it’s silly that a USB drive is needed to make the technology work. It will be only a couple of years before all new cars are able to connect wirelessly with our PCs — skip the USB. Or, skip the PCs altogether… cars will soon be displaying this information right on the dashboard.

I love how “ad agencies” are pushing the thinking of product design.  Eco:drive will make us smarter drivers and change how we drive.  Good advertising is smart design thinking that communicates the brand, creates benefits, and solves problems — regardless if it is “advertising” or not.

I used to work with someone who limited her own thinking horizons. When she was pressed to push her thinking beyond her self-imposed boundaries, she would say, “I didn’t know we could do that.” It would drive me bonkers. Too often we create thought boundaries that limit our thinking horizons. Fortunately these boundaries are NEVER real; they are only perceived. Let’s commit to always pushing ourselves to go beyond. Never say, “I didn’t know I could do that.”

Bravo, AKQA and Fiat!

Adam had some great advice for those just starting out in the ad business:  “Do something… now.” He said, “Make something. Make mistakes. Learn from it. Make it great.”  It doesn’t matter what it is; just make something. Great advice.


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