Air published Beautifully Illogical built on this fundamental idea; that creation relies on the human mind’s complexity and its need to debate. Highlighting 16 campaigns, the creative swipe file celebrates creative work that couldn’t have been “prompted into existence”, says Gutes Guterman, Air’s social strategist. Works such as Apple’s Spike Jonze-directed Welcome Home, Burberry’s Open Spaces, Patagonia’s Don’t Buy This Jacket, and Volvo’s ABC of Death are reflected on by industry insiders for their boldness, wit, and, most importantly, sheer human creativity. Curated in partnership with a roster of world-class marketers, creative directors, and strategists including Oren John, Jason Murray, Taylor Lorenz, Jolyon Varley, Kendall Dickieson, and Emmett Shine.
Patagonia’s ad in particular draws parallels to the mission of Air’s report through its earnest emphasis on walking the walk rather than just talking the talk. In 2011, Patagonia put out a full-page ad in The New York Times with a photo of Patagonia’s best-selling fleece marked by one headline – ‘Don’t Buy This Jacket’. The copy traces the environmental costs of the jacket’s making, inviting readers to practice consumer skepticism; even of Patagonia’s own items. Brand strategist Clayton Chambers comments in Air’s report that: “Authenticity works when it’s backed by actual behaviour, not campaign strategy.”