Idea Versus Impact with Taj Critchlow

I first met Taj Critchlow when he was invited to be a member of last year’s The Immortal Awards Canadian jury. Well known in his native Toronto for being a cultural curator, Taj has long been associated with the country’s creative industry. Having collaborated with icons the likes of Drake, Kendrick Lamar, and Rihanna, the executive producer and founder of Fela knows a thing or two about shifting the landscape. 

During one discussion between the panel of jurors, Taj explained how he believes the success of a piece of work is best measured by its cultural impact. It was a straightforward statement – but it really stuck with me. As we all know, a great idea can spark conversations, create viral moments, and elevate a brand to new heights. But it may not always be effective in achieving specific commercial goals. Does this render it unsuccessful? A waste of time? A bad investment?

When I started to consider Taj’s statement in the context of Canada's diverse population, bilingualism, and emphasis on multiculturalism, it became even more intriguing as a theory. Given the country’s landscape, the interpretation of ‘Idea versus Impact’ could differ greatly. What works for a mainstream market might not be as effective for smaller, niche segments, for example.

Eager to dive deeper into this subject with the man himself, I sat down with Taj to look at the balance of impact and idea, and what sets apart truly remarkable campaigns in a competitive landscape like Toronto’s.

LBB> What do you think makes cultural impact such a key factor in determining the value of creative work? How do you personally assess whether an idea is truly impactful?

Taj> Great work tends to be culturally defining. Think of your favourite song, movie, or artwork, it cuts through the noise and leaves an everlasting impression. More importantly, it's about the feeling it gives you. The human condition always manages to be embedded into the work, and that level of connectivity is priceless.

LBB> During your time on the panel you also highlighted that the most powerful Immortal Awards submissions had a strong call to action that urged viewers to 'activate'. Tell me, how do you balance the emotional resonance of a campaign with the need for measurable outcomes like engagement or sales? Is it possible for work to be impactful without a clear metric?

Taj> It comes down to the intention behind the message. For instance, the SickKids Foundation has created a fresh perspective tied into its messaging that continues to push boundaries while connecting emotionally with its targeted audience. The approach is authentic, and it does not feel forced or contrived, and now other organisations are following suit due to its success in raising funding. At the end of the day, it is innovative storytelling that will assist with branding and sales. Apple, McDonalds, and Nike are masters of this practice.

LBB> You also spoke about how it's important for PSAs to avoid ‘trauma porn’ tropes and instead find more positive and empowering ways to deliver a call to action. Can you give an example of work that you think successfully did this? What makes the positive approach more effective in motivating real change?

Taj> I was talking about last year’s SickKids Foundation and World Vision Canada's ‘Burp’ campaign. The work exemplifies an elevated approach to PSAs. Instead of delving deep into the trauma of it all, they focus on the aspirational and hopeful storyline of it all: victors versus victims. The evolution of storytelling is key to success. Viewers are sophisticated, they are looking for newness and relatability on another level.

LBB> As a creative leader, how do you navigate the tension between dreaming up a bold, original idea and ensuring that the idea will have a tangible impact? Are there times when you’ve had to adjust or evolve an idea to increase its effectiveness?

Taj> Creativity is a spiritual thing, a seed of an idea that is manifested and nurtured by the anointed. The scale and size of the idea are out of our control, but given the right support needed to cultivate and make it come to fruition, it is a beautiful thing. I've been blessed to work with artists and creative partners who see the bigger picture, investing in the risk and and, later, reaping the rewards and benefits.

When you make something out of love, you hope it's received in the same way. However, we are living in times where we rely too much on testing and algorithms versus the magic of feeling something. No one has the perfect formula for what the outcome will be – it's in the eyes and heart of the beholder. Art is a subjective thing, period.

LBB> As you know, the notion of ‘immortal creativity’, where a piece of work lives on in both the cultural zeitgeist and the hearts of audiences, is the key focus of LBB’s Immortal Awards. What is the secret to creating work that doesn’t just make an immediate impact, but leaves a lasting legacy?

Taj> It's about making something profound for the sake of artistry. You can't predict greatness, and if you chase trends, you will be forgotten. The goal is to make work that is pure, and when the stars are aligned, you will be fortunate to join the elite timeless works of the pioneers and architects of creative ingenuity.

LBB> And finally, Canada’s diverse cultural landscape presents a unique challenge when it comes to impact. How does Fela ensure that creative work resonates with different cultural groups and regions, while also staying true to a central idea? Does the 'Canadian' context shape your approach to balancing impact and idea?

Taj> I follow the rules of our company mantra: ‘Own Your Culture, Tell Your Stories.’ I've been curating pop culture for over 25+ years, and the key is to tell authentic stories from your creative soul. Projects from Fela directors like Jasmin Mozaffari and her award-winning short film 'Motherland', and LeSean Harris' 'Chattem Plays On', are just a few examples of filmmakers injecting their truth into their work.

Regarding the Canadian context for shaping our approach, I believe that our country cultivates some of the best creative minds in the world, our voices and perspectives are a direct correlation to the influence and impact of the work we push out to the world, and our influence is global.

Entries into this year's The Immortal Awards will be accepted until September 5th 2025. Every member of LBB can enter The Immortal Awards for free as part of their membership Standard and Premium members can submit up to five projects, whilst Basic members are able to submit up to two.

If you’d like to enter the Immortal Awards but you’re not yet a member of LBB, sign up here today. If you’re already a member and would like to increase your number of entries, you can upgrade your membership here.

If you have any questions about The Immortal Awards or need any help with your entries, please contact head of creative excellence Paul Monan (paulm@lbbonline.com).