Wellington Agency Announces Radical Move to Optimal Brainstorming at 3:17 AM
In a disruptive move certain to shift the marketing paradigm or at least disrupt the circadian rhythms of junior copywriters, Wellington agency Gasp! announced today that all brainstorming sessions will now occur at precisely 3:17 AM.
The decision followed a six-week 'ideation odyssey,' during which agency leadership trialed idea generation at every available time slot, including 11:11 (for the manifesting energy), 4:44 AM (for numerology reasons), and 10:07 PM (because someone accidentally double-booked a Pilates class). According to Gasp! Chief Creative Officer Tanya Strobe, "3:17 AM offered the exact blend of delirium, dread, and dopamine. We call it the 'Goldilocks hour of creative suffering.'"
Staff reactions have been mixed. Intern Toby Cartwright was found weeping in the agency kitchen at 6:05 AM, clutching a burnt bagel and whispering Brand Essence statements to a toaster. Senior Art Director Kaylene Ng, however, claims she’s never been more awake. “At 3:17, the ghosts are active, and so is my Photoshop. It just makes sense.”
To accommodate the shift, Gasp! has partnered with a Dunedin-based start-up that offers intravenous oat flat whites and stare-proof blackout curtains. The agency has also installed ‘Nap Pods’ previously used in Japanese eel farms, citing “similar biometric patterns.” Gasp! assures clients that while the team is producing 27% fewer ideas, the ones they do produce now feature "twice the trauma and surprisingly bold typeface choices."
As of press time, the agency was considering moving all Slack channels to MySpace for “vibes.”
The decision followed a six-week 'ideation odyssey,' during which agency leadership trialed idea generation at every available time slot, including 11:11 (for the manifesting energy), 4:44 AM (for numerology reasons), and 10:07 PM (because someone accidentally double-booked a Pilates class). According to Gasp! Chief Creative Officer Tanya Strobe, "3:17 AM offered the exact blend of delirium, dread, and dopamine. We call it the 'Goldilocks hour of creative suffering.'"
Staff reactions have been mixed. Intern Toby Cartwright was found weeping in the agency kitchen at 6:05 AM, clutching a burnt bagel and whispering Brand Essence statements to a toaster. Senior Art Director Kaylene Ng, however, claims she’s never been more awake. “At 3:17, the ghosts are active, and so is my Photoshop. It just makes sense.”
To accommodate the shift, Gasp! has partnered with a Dunedin-based start-up that offers intravenous oat flat whites and stare-proof blackout curtains. The agency has also installed ‘Nap Pods’ previously used in Japanese eel farms, citing “similar biometric patterns.” Gasp! assures clients that while the team is producing 27% fewer ideas, the ones they do produce now feature "twice the trauma and surprisingly bold typeface choices."
As of press time, the agency was considering moving all Slack channels to MySpace for “vibes.”