Never make eye contact when eating a banana

What’s the most important thing you’ve learned?

That was the brief set by Just Do Good Shit, a platform for inspiring and showcasing the best creative talent in the region as part of Sheffield Design Week.

The only restriction was that the finished piece should be A1 in size. What a brief! Agencies across the city picked up the gauntlet and a fevered period of late night head scratching and crafting began among 11 creative teams across the city.

We immediately headed off to a nearby hostelry to mull it all over. We threw around countless bits of wisdom. From such pearls as “Do not think of yourself as an ugly person, think of yourself as a beautiful monkey,” to the very useful “Never make eye contact when you’re eating a banana” and the equally profound, “Never let them see you with just your socks on.” It took a while, but eventually a favourite piece of wisdom began to emerge as the winner.

‘Question Everything’ struck a chord with all of us. Not simply because it’s a mantra to bear in mind each day at work, but because it’s a great way to live your life. The final design, impeccably printed by APG Works, featured a newsprint style illustration of a black sheep and a disruptive approach to type and colour for the headline, which we felt perfectly exemplified the ‘Question Everything’ approach.

All the entries were displayed at 156 Arundel Street on 19th and 20th of June and it was a great chance to meet up with old friends and colleagues in our industry and see some of the good shit they’d created.

It was great to see that the days of agencies being paranoid about their competitors are long gone. Now it’s all about collaborating, sharing knowledge and inspiring each other. Sheffield has one of the best creative communities in the country and events like this can only make it better. Hats off to the guys at Side by Side for creating such a valuable and inspirational event. I can’t wait for the next one.