Risks and Rewards of Defying Tradition

SAN FRANCISCO The creative talent behind some of the most innovative ideas in marketing today, from Burger King’s Subservient Chicken to BMW’s series of short films, discussed the difficulties and rewards of taking the nontraditional route at the Adweek Creative Seminar on Tuesday.

Jeff Benjamin, interactive creative director at Crispin Porter + Bogusky in Miami, revealed that the Subservient Chicken, a Web site that showed a chicken that would do almost anything typed in as a command, was sold to the client with just a conversation and a paragraph-long brief.

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