Bring back razzle dazzle

In the First World War, the Royal Navy had a problem.

German submarines were sinking their ships.

So the navy tried to hide them.

The only problem is you can’t really hide a load of warships in the middle of the sea.

So they stopped trying.

Instead, they painted them in massive, bold geometric patterns.

These patterns made it harder to judge a ship’s shape, distance, speed and direction.

It was called dazzle camouflage.

And the idea caught on.

The Americans got in on the act – renaming it “Razzle Dazzle”.

Now, what’s this gotta do with anything?

Well, when it comes to advertising, blending in isn’t an option either. 

If you make something that looks like everything around it...

Don’t be surprised when it fails.

Same look.

Same tone.

Same formats.

You’ll sink in that sea of sameness - wasting a lot of time, money and energy.

So let’s make sure we add some razzle dazzle to your advertising.  

 

Written by our Creative Director, Callum