|The Very Stuff of Creativity!|
The Drum, fearless as ever in its search for the truth, set out to discover whether the great creative myth - that alcohol sets the design juices flowing - was true. And it seems that we were right back in 1990 - getting a little sloshed helps with the creative process:
The team that drank alcohol came up with better ideas. And more of them.
There were some interesting findings of a less intended nature (and not just that drunk people can't draw straight lines) such as:
Most of our guinea pigs attended as part of a creative team. We expected that they’d automatically pair off with their partner and get to work. But that wasn’t the case.
Instead, both groups immediately started working in large group brainstorms. I thought creatives hated brainstorms! But we left them to it, expecting them to peel off into their creative teams at some point.
Fascinating stuff and yet again a reminder that the disinhibiting nature of alcohol is a boon and a blessing to mankind whatever the fussbuckets may say!