How significant is desire in creative work?

This is a sneak peek extract from the Australian Creative DESIRE Issue due out later this month. Our all female Round Table tackled the question of desire and here Annie Price, creative director of McCann Melbourne talks about desire and its creative impact.

At first glance, the word ‘desire’ comes across a bit fancy-pants. It conjures visions of a Mercedes Benz, a Tiffany’s blue box, a penthouse suite and a bottle of Moet. But think on it a little longer and it’s not that posh a word after all.

Case in point; this morning I desired fruit toast over yoghurt. I desire some fresh air at lunchtime, an easy drive home with no traffic, some play time with my daughter before she goes to sleep and I desire a nice glass of pinot with dinner.

Desire drives us to make certain choices everyday. It is the sole reason we end up choosing one product over another. So every piece of creative work must leave someone desiring ‘brand or product x’.
Pretty significant six-letter word really.
Gotta go. Having just seen a Twinings ad, I have a sudden desire for a cuppa.