But convention is there to be broken too, right? If we didn’t break convention, we’d still be using outside privies, riding horses to the shops and sitting in tin baths every Sunday night (whether we needed to or not). Without moving beyond convention, we’d never progress.
So, for me, “going beyond convention” is about progress. Challenging the “way things are done around here” to improve performance. It’s not about recklessly breaking rules in a scattergun way. It’s about taking a calculated risk with a specific objective in mind.
Space encouraged me to do this when I worked with them on John Smith’s. We knew our drinkers loved horse racing and wanted to put them closer to the action. So we bought a racehorse and called him Smithy the Horse, of course. The campaign was more successful than the horse. A 569% sales boost in Tesco and over 2000% uplift in Asda.