This episode’s guest is Jason Perelson, a marketing rebel with a charming Australian accent who starts every campaign with a question: “What would be impossible?”. 

Jason has spent the last two decades creating extraordinary advertising for huge  brands and now he is the Creative Director at creativeXpeople at Synergy Group Australia, which brings to the table a bombastic blend of insights, academia, curiosity and imagination. 

He also has collected over 25 local and international creative awards to date, including bringing home the coveted Gruen trophy from ABC’s signature advertising series - twice.

- Impossible brief - bringing the boldest ideas to execution

- Safe = small reward, bold = big reward

- Nudge theory in behavioural science

- Overcoming fear to achieve bigger results and impact

- Boiling frogs

- Behaviour = Motivation + Ability + Trigger (Catalyst)

- Good products have “what’s in it for me” element

- What is creativity?

- Rebellious vs safe creativity

- “Why not?” (Not “why”)

- Litany of fear -  Frank Herbert “Dune”: “Fear is the mind killer, it’s a little death…”

- Can we recycle work/ideas/projects?

- Don’t be afraid to be (seem) wrong & hack against it

- Lateral thinking

- Reverse Creative Brief - example with Mercedes

- Inspiration is contagious 

- Nothing exists, everything is made up vs Discipline

- Kindness is a choice and a dialogue

- Reinventing meetings with a retro Volkswagen

- Engineering campaign or how they hacked people’s attention in the airport (controlling the room like Clint Eastwood)

Book recommendations:

https://amzn.to/3obxFGY

Find Jason here:

https://www.linkedin.com/in/jasonperelson/

Find Alisa here:

https://boredeyemedia.com

https://www.linkedin.com/in/alisaczar/