Jon Steel, director of planning at Goodby
, Silverstein & Partners, San Francisco, told the conference the idea for one of the spots in Goodby's award-winning campaign for Polaroid Corp. came from a focus group in which planners gave cameras to the participants and asked them to shoot pictures and bring them to the focus sessions.
One participant showed up with "20 nude pictures of his girlfriend." No big deal, he said, until they had to pass the shots around and "Everybody went, `Oh! " Mr. Steel said.
Thus came the idea for "Architect," where the husband rushes home after seeing the Polaroid his wife packed in his briefcase.