Easier Said Than Done: Abstract Art or Fundraising?
John Lennon might be the coolest human of the last hundred years. But even he has to be specific and emotional to get people to respond with donations. Even John has to tell them what you want them to do, and why; be clear and compelling. (I bet he would, too, given the chance.)
But the ad agency guys? They're allergic to the ?specific and obvious. Those things don't stand a chance with the awards judges, who want the edgy, clever, obtuse and unusual — not the literal and straightforward. So the ad guys stay as far away from specificity as they can get.