A long time ago, at WCJ, we went to a meeting and were told that the agency had agreed to let in CBC's media show Undercurrents, hosted by Wendy Mesley, so they could show Canada what the people who made "junk mail" were really like. None of our clients would agree to this, of course, so it had been determined that, in order to demonstrate our process, the agency would come up with a DM package for the show itself.
And by agency, they meant Kimberley (art directrix supreme) and I. We'd been chosen as the creative team to be put on display for the cameras, which was at once very flattering and enormously terrifying. Knowing that the crew were kicking around language like "junk mail" for what we did, we were sure it was going to be a hatchet job, against the agency and quite possibly us.
Now, as you'll see from the video, it didn't turn out that badly of course. What did turn out badly was my wardrobe (what the hell was it with vests?) and our ability to look like idiots while we did our jobs.
It's impossible to have a camera hovering over you while you try to do something as freeform and personal as writing. Knowing that the camera would not approve of me sitting and silently typing with headphones on, I began trying to perform the act of writing, which had the result of making me look like a babbling idiot. And believe me, there was worse left on the editing room floor.
But the most terrifying thing, a couple of days before the presentation, was the realization that we had some okay concepts, but nothing that was going to show what we were really capable of. Nothing that, if the show's producers really were out to nail us, would be so smart and self-aware that it might just save us on national TV.
I'd had an idea that I'd shared with Kimberley, but as we talked about it we were both sure it would get us fired – because it would be all about deconstructing how DM manipulates you, the target reader. Not exactly the message I thought WCJ would want to tell the world about our work.
And yet, showing the concepts to Trish the president and Michael the creative director a few days before the on-camera presentation, I knew that they too thought what we'd done was ho-hum. I knew I had to go for the Hail Mary, even if it cost me my job. I gulped and told them about a concept using "This is a blatant attempt to manipulate you" as the OE teaser.
And they loved it. (You never know.)
The rest, as they say, is TV and DM history. Or rather, a very small and very forgotten part of it.
Still, this is one DM package I wish we'd been able to produce; I love it.
NOTE: Watching this, I'm reminded that WCJ had a real Murderer's Row of talent at that time: pretty much everyone in the room is insanely talented and has had a lot of success here in Toronto, in the U.S., or globally. Pretty remarkable.