cad02 how to get an idea
TRANSCRIPT
HOW TO GET AN IDEAWhere do creative ideas come from?
Now we know what a ‘creative idea’ is..
*Unrelated Concept
Well accepted, recognized, and understood by all.
An overview, or a general impression and understanding.
FINDING UNRELATED INTERCONNECTIONSWhere can we pull these unrelated concepts from?
Lessons taken from the bookCutting Edge Advertising.
How we come up
with ideas?
PRODUCT NAME OR LOGOIs there an idea in the product name of logo?
PACKAGINGIs there an idea in the packaging ?
HOW IT’S MADEIs there an idea in how the product is made?
Smirnoff Vodka is created by a unique process involving 10 filtration phases and 3 distillations stages to deliver the ultimate in smoothness and clarity.
PRODUCT/BRAND ORIGINSIs there an idea in where the product is made?
JONES! – a new Satellite TV Channel, offering classic programming.
LEGACYIs there an idea in the product’s history?
Svenska Aeroplan AB(Swedish Aeroplane Company Limited)
PRODUCT ADVERTISINGIs there an idea in their old advertising?
TOPICALIs there an idea in what’s happening around you?
Published1st April 2009
PRODUCT BENEFITSIs there an idea in what happens with the product?
PRODUCT BENEFITS 2Is there an idea in what happens without the product?
“The Economist magazine stands out as one of the most professional and comprehensive newspapers in the world.”
It is firmly established as one of the world’s most authoritative and influential publications. The Economist is read by more of the world’s political and business leaders than any other newspaper.
PRODUCT BENEFITS 3Is there an idea in what happens with and without the product?
AD MEDIUM OR PLACEMENTIs there an idea in where the ad will run?
BILLBOARD IN KL’s BUKIT BINTANG AREA
Plasma HID300% Brighter Than Regular Headlights
DESIGN EXECUTIONIs there an idea in how the ad is executed?
“The space above was filled meticulously line by line, with a single ink refill in the PARKER X, the pen that writes for 10km non stop… and we could go on, but we’ve run out of space.”
Comedy Central is an American basic cable and satellite television channel that carries comedy programming, in the form of both original and syndicated series and stand-up
comedy specials, as well as feature films.The channel is owned by Viacom Media Networks Entertainment Group.
PHOTOGRAPHY ANDVISUAL NOVELTY
Is there an idea in photographic visual execution styles?
Tilt-shift photography is a creative and unique type of photography in which the camera is manipulated so that a life-sized location or subject looks like a miniature-scale model.
PRECISE MODELS
VISUAL ANALOGYCould the idea be in an analogy?
Analogies are like creative ideas… and
vice versa.
PHYSICAL FORMIs there an idea in the shape of the product?
Night Safety Running Shoes : Reebok
REVERSE PERSPECTIVECould the idea be in looking at things from the opposite end?
ICONIC IMAGERYCould the idea be in an well known photo/photo composition?
ICONIC PHOTO COMPOSITION OF A HUNTING LION
THE HUNTING LION
POP CULTURECould the idea be in popular culture elements we all know of?
THERE ARE 1001 PLACES TO GET IDEAS :
• Creative Ideas can come from everywhere and anywhere
• It is a constant process of merging the proposition with unrelated concepts
• It is to exploit the interconnections between two disparate concepts
I N T H E S A M E C H A P T E R , R E A D T O
K N O W M O R E A B O U T :
How to get better ideas• Process• Doing things differently• Think about something else• The white paper• Strategy• Interrogate the product
How to know when your ideas are great• Completing the circle• Campaignability• Epiphany
