(Note: I fucking hate this handout... and hence most of the answer is sort of... shitt)
1) Start with the ending first
In making advertisement one can start with the ending first and then figure out the beginning. Make the tag line first and then go about making the advertisement.
- Making phrases that captures the brand idea.
- “A lot of creative people in my experience have an idea, but couldn’t finish it. But if they had known where they were finishing, they could have started anywhere”
2) Finding a moment
As an advertiser it is important to be able to the advertisement simple and find oneself in a moment. This will allow one to look at the ad from the outside.
3) Is there an idea in the strategy?
One must get his or her ideas from the brand and not attach it to the brand.
Every brief is different and every brief can give you a different idea.
The idea, strategy and execution are synonyms. Strategy in advertising is either:
- Selling more of the same stuff
- Selling the same stuff with additions.
- Selling it to different people who have never been buying it.
4) Be a Sponge
The best creative people are engaged in the process of observing, storing and connecting.
They should be able to connect to variety of ideas from where they can get ideas. Advertisers should read, listen to music, watch movies and art.
Webster collects any interesting photograph that he finds, and he has a full library of them. Sometime later it may click with an idea for an advertisement.
Gather little bits of information and stow them away in an attic because one day they will come in handy. These are ideas.
5) Work outside your tendency
Sometimes one must do opposite of what they would do normally creatively.
6) Free-associate
Creativity occurs when two or more ideas which have nothing in common intersect and connect to make something that did not exist before.
7) Create Fiction & Film it
8) Ask What if
There is a need to ask What if. This means not holding oneself back and trying out and experimenting with different ideas.
9) Is the medium the message?
The medium that one choose must suit the message.
10) Try Word Associations
One way to unblock creative thinking, according to Graham Fink, is that you flip open you dictionary and go to any page and pick the first noun you see. Now all you have to do is connect this noun to your product
11) Fill 50 Boxes
Siimon Reynold’s came up with an idea to make good ads. To do that one must take a sheet of paper and draw fifty boxes and then fill it with ad ideas. By this one will atleast be able to come up with good idea.
12) Use the Adrian Holmes Swiss Army Knife
The Holmes Swiss Army Knife is a formula for thinking
- Reversal- If things are turned upside down, interesting things may happen.
- Collision-
- Snowball- Take a small fact from the brief and see how it can be dramatized and made bigger.
- Ambush- Set something up, and lead the view to expected something and then surprise them.
- Lateral Leap-
No comments:
Post a Comment