From Milton Mastrocessario, VP Creative Director at McCann Erickson in São Paulo, Brazil.
Always when this season come to town I remember part of “Zorba the Greek”,
“I remember one morning when I discovered a cocoon in the back of a
tree just as a butterfly was making a hole in its case and preparing
to come out. I waited awhile, but it was too long appearing and I was
impatient. I bent over it and breathed on it to warm it. I warmed it as
quickly as I could and the miracle began to happen before my eyes,
faster than life. The case opened; the butterfly started slowly
crawling out, and I shall never forget my horror when I saw how its
wings were folded back and crumpled; the wretched butterfly tried
with its whole trembling body to unfold them. Bending over it, I tried
to help it with my breath, in vain.
It needed to be hatched out patiently and the unfolding of the wings
should be a gradual process in the sun. Now it was too late. My
breath had forced the butterfly to appear all crumpled, before its time.
It struggled desperately and, a few seconds later, died in the palm of
That little body is, I do believe, the greatest weight I have on my
conscience. For I realize today that it is a mortal sin to violate the
great laws of nature. We should not hurry, we should not be
impatient, but we should confidently obey the external rhythm.
I sat on a rock to absorb this New Years’s thought. Ah, if only that little butterfly
could always flutter before me to show me the way.”
Ideas need time. Yet when we talk about compensation for agencies, everything is time based. That is why we need a new way of investing in ideas, not just paying for ideas.