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The Firehouse Salon
Exploring big ideas through honest conversations to share insights for those who want to change the world. Inspired by the maverick spirit of 1960s adman Howard Luck Gossage, we bring diverse minds together to discuss not just how to make things, but make things that work. Join us as curious, iconoclastic, and obvious ideas collide at the Salon. Accompanies our BBC Radio 4 show 'The Socrates of San Francisco' - check it out on BBC sounds.
The Firehouse Salon
Ep 23 - World's Ugliest Lawn - Gossagey Work
In this edition of the pod we discuss the influence of Howard Luck Gossage on modern advertising with guest Johan Gustafsson, Partner at the Swedish creative agency Differ.
Johan shares insights on Differ's ethos of creating impactful and sustainability-focused campaigns. We explore examples of their work - 'Gotland's Ugliest Lawn' contest, an initiative to conserve water, and 'Sweden's Oldest Spice,' aimed at reducing food waste.
Johan emphasises the importance of creativity, simplicity, and being open to unconventional ideas in achieving meaningful change. He also discusses the agency's focus on earned media campaigns, their cautious selection of clients, and the broader impact of their work on sustainability.
00:00 Introduction to the Madcap World of Howard Luck Gossage
00:55 Introducing Johan and Differ Agency
01:52 Johan's Journey with Gossage's Work
06:16 The World's Ugliest Lawn Campaign
11:03 Other Notable Campaigns by Differ
21:07 Balancing Sustainability and Creativity
31:12 The Role of Cultural Perceptions in Sustainability
33:11 The Human Element in Advertising and AI
36:55 Closing Thoughts and Takeaways