“Nothing is more colourful than black and white.” It’s rare to see a proposition turned into a provocation.
Brian Chesky, Airbnb: “You can’t build a product unless you know how to talk about the product.”
Bill Bernbach, DDB: “It’s all about how you say what has to be said."
Neville Brody: “The way something is presented defines the way you react to it.”
Product truths and positioning can go down many expected paths. But finding an angle—something that's truly provocative and creates contrast within its context—is harder to do brilliantly.
A camera that only shoots in black and white could’ve been framed as a classic, one for taking legendary photos with, or just for the real pros.
Instead, it tricked out with the least expected pitch: "Black and white are all the colours, whichever inspiration decides."
That is a truth well told.
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VB