Human Ideas: Adopt The Sky

Human Ideas was founded by Eric Husband and Dave Keepper, two ad agency creative directors who wanted to reduce their capitalist footprint. The pair started with a single client, Earthjustice (an environmental advocacy group) and they do projects with companies and organizations that share the goal of sustainable growth. Their latest project, AdoptTheSky.org, is a site that empowers people to broadcast their views on clean air. Visitors can adopt a square mile of sky over the U.S. and share a personal message with the EPA and others. The site is free. Behance caught up with Eric and Dave to discuss collaboration, balance, and their latest project.

Eric and Dave have a simple and rather old-fashioned approach to generating traction around ideas. In their own words, "We all know that an idea that doesn’t see the light of day is a'squandered idea. So we do everything we can to do what we call ‘babysitting the deal.’ We communicate every step of the way. We help clients sell the idea down the hall. We create mood boards and feel-good brand anthem videos. We always throw in PR possibilities. We leave nothing to chance. It sounds a little 101, but it works."

The success of an idea starts with talent. Before starting any creative project, Eric and Dave "identify teams and partners that best fit the job." They go on to explain, "A lot of shops are using this accordion model now. We don’t always tap into the same people. In the case of Adopt The Sky, we hired Space150, an interactive shop in Minneapolis, to partner with us. We knew the concept called for the latest in Flash technology, and they’re at the edge of that."

Eric and Dave’s greatest challenge is finding balance. They explain, "(We’re still) continuing to answer the age-old question: Do you live to work, or work to live? For us, it will always be both. We’re workaholics who love spending time with our families, and doing all the random out-of-the-office things in life that make us better creatives."

Successful collaborations are often the result of breaking down boundaries between the creative realms. For this reason, Eric and Dave insist on working in what they describe as "a titleless environment." They explain, "We expect designers to write and writers to art direct. There’s a lot of talk about media agnosticism lately. We apply that same viewpoint to creative. We honestly don’t care where a good idea comes from. And don't tell anyone this, but sometimes it's the client."

On the topic of conventional wisdom, Eric and Dave site a great quote by Jenny Holzer: "Use what is prevalent in society to change it quickly." They suggest that we "mash that up with the tried and true ‘Present the familiar in an unfamiliar way’ and you really can’t go wrong."

As a participant in the first "Blog Action Day" event (an effort to get 15,000+ blogs to write about one issue in one day), Behance is pleased to feature AdoptTheSky.org as an example of how creative professionals can use their gifts for the greater good (in this case, for the environment and clean air for all). The Behance team commends Eric, Dave, and all other creative professionals that make ideas happen for the betterment of society and our planet.