On Wednesday night I presented Draftfcb’s creative philosophy of Simple Enough to its toughest audience to date – college students. Thankfully, they seemed to really embrace the principles behind great work that is Simple Enough and the filters that define it. More importantly, they understood that Simple Enough is actually hard as hell, especially at a young age where they’re just trying to find their voices as artists and creative thinkers. And if asking a lot of questions is any indication of an engaged audience, then this group was engaged, because they asked a lot of smart questions. “How do we know Simple Enough’s a timeless concept and not just a trend?” “Are ideas born as Simple Enough, or does Simple Enough have to be reduced from more complex thoughts?” But the question that struck me the most had little to do with Simple Enough – it was about the heavy issue of moral dilemma. A young student wanted to know what to do if he was ever asked to work on tobacco products, and if I myself would work on a tobacco product today. I sensed that this question was something he had thought a lot about, that the issue was truly conflicting him, and that my answer was going to help him decide whether or not advertising was the right career for him. Both the naivety and purity of his question impressed me immensely.