“To stimulate creativity, one must develop the childlike inclination for play and the childlike desire for recognition.”
You’ve probably heard by now the story of Caine Monroy, which began with an exuberantly creative 9 year old boy and his chance encounter with a kindred spirit, blossomed into an act of love, and went viral thanks to the 11-minute video above. Andy Isaacson wrote a great story about the Caine’s Arcade phenomenon in this week’s New Yorker, The Perfect Moment Goes Perfectly Viral, which is a must-read. It tells the whole amazing story, which is almost as much about the 37 year old struggling filmmaker playing in his artistic medium as it is about young Caine playing in his.
I find this story very inspiring, and a wonderful tonic to the glut of bad news we hear about every day. And it got me thinking afresh about the role of inspiration, joy, and creative play in our work here at Zinzin and in our everyday lives.
In our Manifesto (#13) we ask the question, “When Was The Last Time You Enjoyed Naming?,” and go on to say that the naming process, “should be engaging, thought-provoking, cathartic, stimulating, argumentative, enlightening, and just plain fun. You are creating a name that ideally will function as a very concise poem and catch fire out in the wider world. It’s a rush.” This belief is at the core of who we are at Zinzin, and Caine’s Arcade is a perfect example. We believe that what matters most is the capacity and willingness to perceive poetry and art in the words and life all around us. It’s not about “skills,” it’s about sensibility, and sensitivity. If you have it, you know it can’t be turned off. There is no down time, nor would you ever want there to be.
There is so much rich language all around us–past, present and future–that it’s simply the funnest thing in the world to play with it, mold it, break it down and rejigger it. This is the art of naming. This is the joy of creation and discovery applied to the real world task of creating brands. We strive to live in an inspired state all the time, because inspiration is joyful, and inspiration is addictive. This is what Caine Monroy embodies for me with every fiber of his being, and this is where all great art–and names–comes from. No wonder he almost always has such a big grin on his face–he’s only nine, but he already knows the secret of happiness. Let’s hope he stays “forever young,” for, as Picasso famously said, “Every child is an artist. The problem is how to remain an artist once he grows up.” I think Caine Monroy has a great chance to hold onto that spirit of creative joy, and Mullick’s wonderful little film will always be there to remind him of it.