In 1999, UK artist Tracey Emin created My Bed, and I created Twinhead Murder Mystery, a mess after a struggle. How did Emin and I manifest and make the same ideas simultaneously in different parts of the world?
I first learned about Tracey Emin and her artwork "My Bed" after watching a promotional film for the Tate Gallery's current exhibition. This prompted me to reflect on how creative people worldwide can independently discover or create the same idea simultaneously in different parts of the world.
We don't create ideas. Ideas live through us.
In 1998, Emin woke up after four days without eating or drinking anything but alcohol in her Bed. She was shocked by what she saw. Her Bed was in a dishevelled state, showing signs of her languished suicidal depression with stains from bodily secretions. On the floor were items from the artist's room, such as condoms, underwear with menstrual blood stains, other detritus, and functional, everyday objects, including a pair of slippers.
Emin knew she had to bring it to a gallery. My Bed was exhibited in the Tate Gallery and shortlisted for the Turner Prize. Charles Saatchi, a famous UK creative and owner of Saatchi & Saatchi advertising agency, bought it for £150,000 and displayed it as part of the first exhibition at his Saatchi Gallery and later in a dedicated room in his home. In July 2014, Christie sold it for £2,546,500, and it is now exhibiting at Tate Gallery.
Is My Bed an idea created by Emin?
Or is My Bed an idea that lives through Emin?
When Ideas emerge out of thin air, our mind shapes them into shapes and forms from elements of values that resonate with us. My Bed is an idea that lives through Emin.
Ideas resonate with us. Live through us.
In 1999, I created a messy room depicting the aftermath of a struggle in our offices to illustrate an idea for our campaign. The idea did not come from me but lived through me from my Executive Creative Director, Ms Gaik Bee Lee, an avid writer and reader, especially of inspector stories.
The idea of struggle came through that year; Twinhead faced a significant hurdle with its brand and low retail presence. With only 3% of the population accessing the Internet, they needed to move people to their websites.
Lee instinctively knew she could use a story in her mind for years. Within a day, Lee wrote the 58-page inspector story. The client was surprised when she presented the storybook with a visual of a repulsive mess as the opening print advertisement.
Lucky Lee convinced the client to create a murder story for their brand campaign, assuring them that it would capture news readers' attention and incentivize them to go online with the chance to win a Twinhead laptop and a cash prize.
Twinhead’s Murder Mystery campaign was a success! The client reached their business goal. Newspaper readers visited Twinhead's website to read about murder mysteries and click on their products. The winner, Mr. Edwin Hong, caught the murderer and won a Twinhead laptop and a cash prize in the year when only 3% of the population could access the Internet.
Exploring "The Power of One Mind" in Action
In 2023, some of the most iconic brands have embraced "The Power of One Mind," utilizing universal human insights to enhance consumer connections. Two outstanding examples of this principle are Coca-Cola's Thanks for Coke-Creating Campaign and Heinz's Draw Ketchup Campaign.
WPP OpenX VML beautifully executed Coca-Cola's Thanks for Coke-Creating campaign, in which people from different regions celebrated the shared love for their product. Despite the diversity of consumer expression, their bond with Coca-Cola remains consistent globally. By encouraging consumers to share their personalized Coke stories through its packaging, Coca-Cola demonstrated how a brand can unite different voices under one universal sentiment: a collective appreciation for its product. This is a powerful manifestation of 'The Power of One Mind,' inspiring brands to connect with people at this emotional and universal level, igniting unparalleled engagement and brand loyalty.
Similarly, Rethink Toronto's Heinz’s Draw Ketchup campaign shows how deeply ingrained Heinz is in consumers' minds. When asked to draw ketchup, people instinctively picture Heinz, even without direct prompting. This campaign showcases the concept of "The Power of One Mind," where a single brand has become so synonymous with its category that it dominates consumer perception. This deep-rooted relationship taps into a shared memory and understanding, reinforcing brand loyalty and authority.
Both campaigns prove that when brands courageously embrace their unique, long-standing histories and align with universal human insights, they can create a deeper, more meaningful connection with their audiences. "The Power of One Mind" is a tool that drives brand growth by making these emotional and cognitive connections tangible.
The power of one mind, yet different at the end.
The synergy of our ideas often reveals how one mind operates within a shared framework. Humans are more alike than different; we absorb similar concepts and draw from a joint knowledge base. This shared understanding makes us think about many ideas similarly, yet our imagination makes each expression distinct and unique.
Our worldview is shaped by various influences—our environment, the information we consume, the people we interact with, and the events we experience. These factors and our unique processing styles make our expressions uniquely different, even on the same theme.
So, the next time you find yourself worrying that your idea is too similar to someone else’s. Don’t!
// Nothing in the world
is similar; not even a twin
shares 100% identical DNA //
The world is vast enough for us to connect with those who resonate with our values. When inspiration strikes, and ideas emerge from the ether, seize them and bring them to life. Embrace the uniqueness of your vision and let "The Power of One Mind" illuminate your creative journey.
Hi! iamnickiwong. I am rooting for you.
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