Competing for space in the bottom drawer

Words By Moira Cotnoir from McCann Melbourne. 
GIF by Scott Butler from Leo Burnett Melbourne.

The process:
What if you could…?
Wait.
There’s something in this!
What if you could turn this into that?
Fuck this is awesome!
Ahhhh.
Piece of paper.
Write super fast, don’t forget a thing.
Put it somewhere safe.
Keep it to yourself, so no one steals it.
Work on it.
Work on it.
Work on it.
I have no idea how to make this idea happen.
Find someone to help.
Wait.
Better not.
What if they take it and run?
What if I don’t get credit for it?
Work on it
Work on it
Work on it
Get stuck.
Forget about it
at the bottom of the bottom drawer.

The conclusion:
When the competition gets in the way, great ideas never see the light of day. We hold on to them so tight, afraid someone will take credit for them. If the need to win awards to be seen as a great creative could step aside, then maybe we could enter a new era of thinking where genius grows in collaboration, rather than sitting silent in ad land’s endless world of bottom draws.