The sweetness of lemons
Or a blank sheet?
Thousands of people get laid off. One of the victims decides to help by writing a blog, offering advice, posting freelance job listings. Through his site and Twitter he meets dozens of peers who are out of work. He finds inspiration in their initial struggle and eventual transformation. He has an idea for a film. An entire creative community emerges from the shadows to help. All for free. Motivated by the desire to create something together that might be amazing. Seven months later Lemonade the Movie premieres to a packed house in Cambridge’s historic Brattle theatre. The film, about 16 people who got “whacked,” comes to an end. The audience, filled with people who themselves had been downsized, erupts in applause.
Amazing it was.
I’ve attended more advertising events than I care to admit or remember. But I’m not sure I’ve ever been to one that was more uplifting. Ironic that the joy and celebration and camaraderie that permeated the crowd all emanated from the fact that a whole lot of people lost their jobs.
Our business is hard, stressful, unforgiving and filled with rejection. But every now and then we get to make something wonderful or cheer on those around us who do. We experience the thrill of starting with a blank sheet of paper, our imaginations, and a vision. More often than not the obstacles we encounter – time, money, too many differing opinions – dent the product if not our spirits and what comes out the back end is a compromised version of a project we put months of our lives into.
From left: Marc Colucci, director; Kevin Kearns, featured in film; Erik Proulx, creator and executive producer; Peter Nelson, director of photography; Carrie Jacobson and Jen McKenzie, producers
But once in a while we create something magical. We don’t have to make excuses, blame someone else, explain that it “tested better.” We get to follow our instincts, avoid the naysayers, and answer to only one critic. The harshest critic any good creative person will ever have. Himself.
There was a lot to celebrate last night. The support of the community. The amazing accomplishments of all those featured in the movie who’ve changed their lives and found new places to focus their creative energy. And the movie itself, beautifully shot, tightly edited, genuinely emotional.
All three reminded me why I love this miserable business. It’s not because of the advertising. It’s because of the people. All of them filled with ideas, creativity, passion and, and in the case of Erik Proulx, compassion, too.
If you get the chance, see this movie.
Comments
Great post, Edward. Since I couldn't make the trip up from NYC to see it myself, it's great to have you rendering the emotional landscape of the evening for the rest of us. As one of the grateful 16 who was lucky enough to be in the film, I can't wait to see the final product. And once again hats off to the indomitable Erik Proulx for wresting perhaps the finest moment of his career from the abyss of unemployment, and for being a beacon of inspiration to all of us. Looking forward to the NYC screening!
-Mark
Mark,
Great to hear from you. Hope you've stayed as fit as you became after your riding in France. Amazing how many great things people did as a result of forced changes in their lives that they may never have done otherwise. If only we could bring ourselves to accomplish stuff like that without the unfortunate circumstances as the catalyst.
Edward, great summation of what was clearly an amazing evening. Thanks.
For what it's worth, to me, this entire project is a wonderful testament to the staggering determination, character & unbound (blog title pun intended) creativity of the people -- not the TV campaigns, viral videos, One Show pencils or client billings, but the PEOPLE -- who power this business and offer their blood, sweat, tears, love & passion to advertising every single day (despite knowing, as we've all found out in some form recently, that advertising doesn't always reciprocate; it's a dysfunctional relationship, clearly, in an Ike-and-Tina kinda way).
So, to all the folks behind, and featured in, LEMONADE, I ask you to do something completely atypical right now: step back, think ONLY of yourselves for a second, and enjoy a tasty, self-gratifying, congratulatory moment. A tall order for selfless people, sure, but go ahead. Bask. Gloat. Give each other awkward high-fives and chest-bumps. You've earned it.
Erik, been incredible to watch, both from right around the corner and, now, from 2,000 miles away, the awesome evolution from layoff to PFTA to Lemonade. You're doing a lot of people a lot of good, and this is only the beginning. So from the faraway, non-clam chowder-filled land known as the Rockies (cough, schedule a Boulder screening NOW, cough), just wanted to say congrats to you & everyone involved. The world's a better place than it was before this film, and your efforts, existed.
Cheers,
Mark
Mark,
Thanks for your thoughtful comment. I've come to know Erik, initially through social media and subsequently in person, and he's one of the rare people who actually cares as much about others than he does himself.
Thanks for an inspiring post.
Lemonade's cause works so well for me because it's about the most basic promise of advertising: life will get better if you make it so. You take what you have and you make the most of it. If you can't believe in this, then you can't make ads. And for consumers, every ad is the promise of being able to change your destiny, how the world perceives you, how you interact with the greater universe. We don't just sell hope, we sell control.
This is also the most important promise that advertising makes to its practitioners: if you have the big idea and the dream, everything will follow.
Unfortunately for me, I had the dream, but tickets sold out before I could get mine. I've written to Erik Proulx about a screening at BU. I hope that works out.
I'll be at BU this week. Will talk to folks there about it. Shouldn't be a problem.
Arafat - I did get your note and I'm so sorry I haven't responded yet. Please contact my partner Jennifer Tisdale at Jennifer@pleasefeedtheanimals.com so we can arrange something.
Erik
.-= Erik Proulxu00c2u00b4s last blog ..ROGER u00e2u0080u00a6 and Tom and David and Jeanne and Bob and Michelle and Mark and Hank and Kurtis and Kevin and Jonathan and Lisa and Ronan and Todd and Steve and Lawson u00e2u0080u00a6 & ME =-.
Oh no worries at all! I will email Jennifer Tinsdale. I didn't expect such a quick response anyway. Thanks so much!
Thanks so much. When and where are you giving the talk? I have classes for a large part of the day but would love to attend if my schedule permits.
In an industry plagued with whiners and moaners, the story of the Lemonade team is truly awesome and inspirational. I hope the industry takes a leaf out of this...or is it asking for too much.
.-= Subbuu00c2u00b4s last blog ..Why is there a joy in the obvious? =-.
Thank you for capturing last night so wonderfully Edward.
I was lucky enough to be at the Premier and have to commend Erik for creating such a moving piece of film.
I went to give support to a friend who was laid off at the same time I was by the same company who went out on a limb and made a movie.
What I never expected were all the things I took away from the event.
I now have...
~The 45 minutes that I cried with, and laughed with and became inspired by the 16 people that made lemonade out of the lemons we were all served.
~A true belief that Erik spoke the truth when he said afterwards that something has changed- we really are now a community that roots for each other. The room was filled with so many amazing people that I would gladly help, or give a job lead to or team up with because they are not compitition. They are friends.
~The conviction that I am still a Creative. Hook, line and sinker.
And I have, today, pulled out a project that I set aside for some freelance and gave myself a deadline to finish it.
Amelie is remiss in mentioning that she made a big contribution to Lemonade. She spent a whole day in a dark room helping me to color correct the film. Thank you for your amazing help and even more amazing words.
.-= Erik Proulxu00c2u00b4s last blog ..ROGER u00e2u0080u00a6 and Tom and David and Jeanne and Bob and Michelle and Mark and Hank and Kurtis and Kevin and Jonathan and Lisa and Ronan and Todd and Steve and Lawson u00e2u0080u00a6 & ME =-.
Amelie:
Great reactions. And yes, things do seem to have changed for the better when people root for each other rather than measure their success by others' failures.
Passion and compassion. That's perfect.
Edward,
You nailed it. And Erik certainly nailed it. I have been lucky enough to be surrounded by amazing people in this business for years. Passionate. Talented. Creative. Dedicated. Interesting. Crazy.
With these people anything is possible. Lemonade certainly proved that.
Last night, when Erik got his standing ovation, it brought tears to my eyes. All these amazing people I have been blessed to know in one place. And everyone was happy. My thanks go out to Erik and the many, many people who gave so much to this film.
Great post, Edward. I am so glad we all felt how lucky we were to be in that room last night.
Amy
.-= Amy Flanaganu00c2u00b4s last blog ..I have learned that carrying a car seat into a car dealership drastically reduces your negotiating power. =-.
Amy,
Thanks. It was amazing. I had seen earlier rough cuts and had already been through the choked up reaction, but still had a hard time not tearing up last night, especially listening to the story of Erik's wife and the willingness to sell the house. Erik should become a filmmaker, and the rest of us should be inspired to create a lot more than ads with whatever talents we have.
Wonderful post. This is an unforgiving business; we all are on the verge of rejection every day. Nice to see the spirit of rising from the ashes, which is the only way any of us in advertising can stay sane, captured.
.-= Ben Kunzu00c2u00b4s last blog ..Facebook takes down the walled gardens =-.
Fantastic! I regret not being in the area to catch the screening.
.-= Seth Simondsu00c2u00b4s last blog ..On Negativity =-.
Wow, what an inspirational story.
I lost my job about three years ago because of a brain injury and for me, as well, the aftermath has been revelatory.
In adland I no time for anything but ads, ads, and more ads (my fault, not the industry's), but after my subdural hematoma, I had time galore. True, I slept for a good part of it and when I was awake in those early days I often had a migraine and puked regularly (something to do with brain PH), but as I felt a little better, I played my guitar more, if for no other reason than to pass the time. And songs started emerging. Long story short, three years later I am about ready to release my first album. If you're interested in hearing a few tunes, they are posted at
http://jeffshattuck.bandcamp.com/
You can also visit my blog at www.cerebellumblues.com
Any feedback would be hugely welcome, even negative. I just want to know someone is listening!
Jeff
.-= Jeff Shatucku00c2u00b4s last blog ..The myth of the lone inventor. =-.
Jeff:
Great story. I will listen. And please let Erik know as he's doing a book next. Will get back to you after I listen.
Jeff...what an inspiration you are. Email me erik@pleasefeedtheanimals.com if you're interested in participating in the Lemonade book project.
Erik
.-= Erik Proulxu00c2u00b4s last blog ..ROGER u00e2u0080u00a6 and Tom and David and Jeanne and Bob and Michelle and Mark and Hank and Kurtis and Kevin and Jonathan and Lisa and Ronan and Todd and Steve and Lawson u00e2u0080u00a6 & ME =-.
Edward, thank you!
Erik, my reply email is in the ether, hope to hear back from you.
Jeff
The movie goes beyond advertising to the notion of re-creation. Can't wait to se the finished product.
The movie is headed next to Detroit and soon with the help of Jeanne Schad, who is featured in the film, to Los Angeles.
Anyone else want to help with the LA screening? Contact me.
.-= Mark Harmelu00c2u00b4s last blog ..how twitter led me to Lemonade =-.
Mark is more than a casual fan. He gave us two days of his life and talent to provide camera work in Santa Monica. Much of what you see in the trailer and in the full film were shot with Mr. Harmel's Canon. You rock, Mark.
.-= Erik Proulxu00c2u00b4s last blog ..ROGER u00e2u0080u00a6 and Tom and David and Jeanne and Bob and Michelle and Mark and Hank and Kurtis and Kevin and Jonathan and Lisa and Ronan and Todd and Steve and Lawson u00e2u0080u00a6 & ME =-.
[...] can’t lean back if you want to get ahead My week began by attending the premiere of Lemonade with a bunch of people who’d been spit out by the business of advertising. Fired [...]