This is not a blog for the weak, timid or faint of heart.
So enter if you dare.
To be straight up, I've always liked the guys at Razor Creative.
But not in some namby-pamby, new-age, touchy-feely way.
Let's just say I admire Rich and Steve in a much more manly fashion. The kind of admiration based on a healthy, solid foundation of mutual, professional respect.
And now you can see why.
Rich Gould and Stephen Brander of Razor Creative think of themselves as creative mercenaries – ready to bust in and save the day whenever they are required. They and a few other good men, are motivated and brave soldiers, dedicated to the practice of high explosive, creative warfare, who will do whatever it takes to win battles in the trenches on the front lines of consumerism.
A nasty business, to be sure.
And while you may weep for companies and curse their marketers, people like Rich and Stephen have given you that luxury. You have the luxury of not knowing what they know. That the destruction of those two vehicles, while tragic, probably sold more Lotto Max tickets, helped someone in Cape Breton pay off a credit card and maybe even saved lives. But you don't want to hear that truth because deep down in places you don't talk about at parties, you want guys like Rich and Stephen up on that guerrilla marketing wall.
And to be fair, the Razor guys have neither the time nor the inclination to explain themselves to readers of this blog who rise and sleep under the very blanket of consumer freedom they provide, and then question the manner in which they provide it!
Rich and Stephen would rather you just said thank you, and went on your way.
And buy something.
Otherwise, pick up a weapon - a Mac, a PC, a video camera, a manual typewriter or even a box of Crayola crayons if you have to ...
And dare to walk the razors edge.
"We follow orders son. We follow orders, or people die. It's that simple. Are we clear?"
COLONEL NATHAN JESSUP
P.S ... As you can imagine, there is usually a "story behind the story" of the "story behind the making of ...". In other words what was the singular event that triggered the creation of the Lotto Max campaign?
In this case, Rich came back from the Razor store one day and was sitting around the family dinner table with 10-year old Zach who casually asked his father about the kind of music he used to listen to at a similar age. Being the transparent and loving father he is, Rich got up from his chair, walked over to the floor model television, turned off "SpongeBob SquarePants" and reached into a nearby stash of old cassette tapes. Without saying a word, Rich calmly loaded his favorite selection from "Dirty Deeds Done Dirt Cheap" into the Gould family hi-fi stereo system, recently outfitted with the latest sub-woofer technology.
And taught Zach a lesson.
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