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\n “The word taste makes me uncomfortable,” Porowski said during a live discussion in the Business Insider suite at Cannes Lions.
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\n Porowski traced his thinking back to school in Montreal and a sign that read: “Generality is the enemy of art.”
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\n “I like the idea of specificity. If something is general, it’s not going to be sticky to people,” Porowski said.
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\n Broad storytelling does not appeal to audiences, he added.
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\n “They’re not really going to be able to relate to it,” he said. “If I go personal and specific, I think that’s where I’m able to tap into what my perception and concept of taste is, and whether people disagree with it, they’re still commenting, so there’s still engagement.”
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\n The fish stick test case
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\n Porowski pointed to a campaign with Gorton’s fish sticks.
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\n The brand’s ask included a particular request beyond the caption: the inclusion of 12 fish sticks.
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\n “It was a very specific brand thing that some executives decided was a thing that was going to work, but it didn’t necessarily make sense,” Porowski said.
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\n Instead of executing the brief as written, Porowski found the personal connection. Porowski grew up in a Polish household where most meals were made from scratch. The only exception was when a babysitter, who couldn’t cook, served him fish sticks, peas, and ketchup.
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\n “I think we need to go full camp,” he recalled telling the brand. “Let’s do a full fisherman outfit. I’ll wear the waders, and instead, why don’t I have a long fishing line and have Gorton’s fish sticks hanging from the fish line? It came out on Halloween, which they approved.”
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\n Porowski has been applying this personal approach to campaigns since then.
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\n When the brand pushes back
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\n The reality is that not every collaboration goes as smoothly as the fish sticks one. Porowski has some advice for working through the friction.
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\n “The truth is there are brands that really have strong guidelines and points that they really want to nail,” Porowski said.
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\n “And if I experience a lot of pushback, I always ask for a Zoom,” he continued. “It’s not just about charming them, but if I can relay my honest passion for what it is that I’m fighting for 99 times out of a hundred, they’re going to be like, ‘Okay, let’s do it.'”
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\n If a brand is persistent, Porowski insists on putting in the extra work to get the campaigns he wants to post.
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\n “I ask, ‘Can we get the shots that I want to get? Let’s get the ones that you guys want and then let’s have a conversation.’ I’m not kidding you. I don’t think there’s been a single time where they were like, ‘No, no, we’re still going to go with ours,’ which has been incredible,” Porowski said.
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