We had breakfast at the Landmark cafe with mother this morning, off to a start with some poor excuse for sibling bickering, and after some 'cooling off' time, Jojo brought up the Project Pep contest, "Jimmy Choo 72." The photo contest insists on some metaphoric link between shoes and the magic number 72. (hours required for the PEP vaccination to be effective to prevent AIDS). I respect and even applaud the collaboration between Elton and the JC team, but I can't help but wonder if this was sad excuse for a marketing mishap. We suspect with some degree of conviction, that the Saatchi-esque creative team were caught left-footed one morning after a heavy night of jaager-bombs and eight balls, celebrating the World Series of Poker finals no doubt. When asked for the omnipotent vision for Project PEP, they must have banked on their plan B, made of such a precarious situation, ran straight for the hammer, broke the red box with "break in case of emergency," on the glass and read from the script: "Bob, I've got an idea that will change the paradigm: We'll have a photo contest and poach the best ideas from our customers!" "Brilliant," the president replies. "Make it so!" Off they go, warp factor 7.
For a return ticket to Paris, 7 pairs of shoes and 2 handbags, it makes for a compelling incentive to dust off that old Polaroid. I've seen the a few of the submissions, while there are a handful of gems, most resemble the creased man-handled pages of a Sears catalogue.
Shame on them shallow folks, clearly they have no concept of craft nor vision and want nothing more than a free ticket to Paris. I think I will head to the local primary school and hold a little contest myself. Winner gets a free lunch at MacDonalds. >;p
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