Fundamentals ofCreative Development

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Why do we advertise?

To call people to action

know, consider, buy, like, share, interact, go, change, believe, vote, try, click

What is the role of creativity?

Attract your attentionOvercome indifferenceGet you to careInvite your participation

e 1. there was a time when the word “faggot” meant a bundle of sticks. but then people started using it in an insulting, offensive way and things changed. so when you say things like “homo,” “dyke” and “that’s so gay” try-ing to be funny, remember, you may actually be hurting someone. 2. so please, knock it off. 3. get more information at ThinkB4YouSpeak.com

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Are these ads the same or different?

e 1. there was a time when the word “faggot” meant a bundle of sticks. but then people started using it in an insulting, offensive way and things changed. so when you say things like “homo,” “dyke” and “that’s so gay” try-ing to be funny, remember, you may actually be hurting someone. 2. so please, knock it off. 3. get more information at ThinkB4YouSpeak.com

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Demonstrates

Conveys bene!t

Expresses beliefs

e 1. there was a time when the word “faggot” meant a bundle of sticks. but then people started using it in an insulting, offensive way and things changed. so when you say things like “homo,” “dyke” and “that’s so gay” try-ing to be funny, remember, you may actually be hurting someone. 2. so please, knock it off. 3. get more information at ThinkB4YouSpeak.com

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EducatesInforms

What do all of these ideas have in common?

They share characteristics that make them “creative”.

OriginalUnexpectedInvite you inEntertain !rstProvokeAvoid clicheVisually arrestingFun

Advertising can be inspirational and creative.

It can make the world a better place.

It can lighten your day.

It can approach art.

It can change our perspective.

It can celebrate life.

Advertising can be the most awesome business in the world.

And then there’s this.........

Advertising interrupts an interesting story with a less interesting story.

Daniel Stein

Good advertising can tell you what a product does and why you should buy it.

But only great advertising entices you to seek it out, pass it on, and actually care.

We aspire to making great advertising. Even if it takes a long time to get there.

Part two

A quick history lesson.

Once upon a time we could get away with crap.

We didn’t really need creative.

Writer, art director, message, paid media, bought attention.

Post WWII, more competition, choices, imports, options. Creativity became a competitive advantage.

Bill Bernbach and the creative revolution changed the face of advertising.

Text

Data

Creative

Technologist, social specialist, utility, owned media, earned attention.

OriginalUnexpectedInvite you inEntertain !rstProvokeAvoid clicheVisually arrestingFun

But many of them are more than messages.

ParticipatoryInteractiveUser generatedShareableUsefulEnduringPlatforms

A good idea still matters. It earns attention, gets remembered, inspires action.

A good idea still matters. It earns attention, gets remembered, inspires action.

BTW....

Where do good ideas come from?

StrategyInsightDeep explorationCollisionsVolumeDisciplineCreative standardsRelentlessness

What are the skills we need?

Ability to simplifyWrite clearlyArt and copyDesignTell storiesInventBreak free from conventionExecute

Ready?

What is great?

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What is great?A/1

Purpose:

To help you develop your taste and judgement as to what is great creative.

Find one ad that you consider creatively great and one that you think is terrible. They can be magazine ads, billboards (photograph it), online ads, posters. Don't use TV for this exercise. Capture them somehow (digitally or torn out).

Prepare to discuss what makes it great or not. What works, what doesn't. Think about what is creative. There are no right answers. This is your opinion.

Evaluation:

Ability to express yourself and argue in favor of your position.