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         Fundamentals of
       Creative Development
Introduction to Fundamentals of Creative Development
Introduction to Fundamentals of Creative Development
Introduction to Fundamentals of Creative Development
Why do we advertise?
Introduction to Fundamentals of Creative Development
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 attention
Overcome indifference
Get you to care
Invite your participation
Introduction to Fundamentals of Creative Development
Introduction to Fundamentals of Creative Development
Introduction to Fundamentals of Creative Development
Introduction to Fundamentals of Creative Development
Introduction to Fundamentals of Creative Development
Introduction to Fundamentals of Creative Development
Introduction to Fundamentals of Creative Development
Introduction to Fundamentals of Creative Development
Introduction to Fundamentals of Creative Development
Introduction to Fundamentals of Creative Development
Introduction to Fundamentals of Creative Development
‘
fag.got (fag t) 1. there was
              e

 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
Are these ads the same or different?
‘
fag.got (fag t) 1. there was
              e

 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
Demonstrates
                              Conveys benefit
                                                             ‘
                                                fag.got (fag t) 1. there was
                                                              e

                                                 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




Informs   Expresses beliefs                                       Educates
What do all of these ideas have in
common?
They share characteristics that make
them “creative”.
Original
Unexpected
Invite you in
Entertain first
Provoke
Avoid cliche
Visually arresting
Fun
Advertising can be inspirational and
creative.
Introduction to Fundamentals of Creative Development
Introduction to Fundamentals of Creative Development
It can make the world a better place.
Introduction to Fundamentals of Creative Development
Introduction to Fundamentals of Creative Development
It can lighten your day.
Introduction to Fundamentals of Creative Development
It can approach art.
Introduction to Fundamentals of Creative Development
It can change our perspective.
Introduction to Fundamentals of Creative Development
It can celebrate life.
Introduction to Fundamentals of Creative Development
Advertising can be the most awesome
business in the world.
Introduction to Fundamentals of Creative Development
Introduction to Fundamentals of Creative Development
And then there’s this.........
Introduction to Fundamentals of Creative Development
Advertising interrupts an interesting story
with a less interesting story.
                                     Daniel Stein
Introduction to Fundamentals of Creative Development
Good advertising can tell you what a
product does and why you should buy it.
Introduction to Fundamentals of Creative Development
Introduction to Fundamentals of Creative Development
But only great advertising entices you to
seek it out, pass it on, and actually care.
Introduction to Fundamentals of Creative Development
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.
Introduction to Fundamentals of Creative Development
Writer, art director, message, paid
media, bought attention.
Introduction to Fundamentals of Creative Development
Post WWII, more competition, choices,
imports, options. Creativity became a
competitive advantage.
Introduction to Fundamentals of Creative Development
Bill Bernbach and the creative revolution
changed the face of advertising.
Introduction to Fundamentals of Creative Development
Introduction to Fundamentals of Creative Development
Text
Introduction to Fundamentals of Creative Development
Introduction to Fundamentals of Creative Development
Data
Introduction to Fundamentals of Creative Development
Creative
Technologist, social specialist, utility,
owned media, earned attention.
Introduction to Fundamentals of Creative Development
Introduction to Fundamentals of Creative Development
Introduction to Fundamentals of Creative Development
Introduction to Fundamentals of Creative Development
Introduction to Fundamentals of Creative Development
Introduction to Fundamentals of Creative Development
Introduction to Fundamentals of Creative Development
Introduction to Fundamentals of Creative Development
Original
Unexpected
Invite you in
Entertain first
Provoke
Avoid cliche
Visually arresting
Fun
But many of them are more than
messages.
Participatory
Interactive
User generated
Shareable
Useful
Enduring
Platforms
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....
Introduction to Fundamentals of Creative Development
Introduction to Fundamentals of Creative Development
Where do good ideas come from?
Strategy
Insight
Deep exploration
Collisions
Volume
Discipline
Creative standards
Relentlessness
What are the skills we need?
Ability to simplify
Write clearly
Art and copy
Design
Tell stories
Invent
Break free from convention
Execute
Ready?
A/1




What is great?
A/1

What is great?
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. 
Introduction to Fundamentals of Creative Development

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Introduction to Fundamentals of Creative Development

Hinweis der Redaktion

  1. emphasis is on creative, there are a lot of aspects to advertising: client, product, research, strategy, media, but all htat the consumer really notices is the creative\n
  2. As consumers, we know the work, but not the thinking behind it. Not the story that Apple has nothing to say and no products to talk about.\n
  3. Do you know the case study and strategy behind this campaign’s national launch?\nNo. But you know the ads. And maybe they got you to try the product. Or maybe you’re the Skittles generation. “Be quirky target socially active, urban educated type vs problem to be solved.” Breathsavers, Tic Tac, and Certs owned the market. Altoids a small player. This creative approach was strategic first. But the viewer doesn’t know that.\n\n\n
  4. Why did Jet Blue move from talking about the specific features (no one cared) and turn to a deprivation approach? The creators know. You have to understand the marketing objectives, audience, consumer, competition, distribution, strategy, and finally THE ELEMENTS OF ADVERTISING CREATIVE before you can generate creative solutions.\n
  5. Let’s start here: Answer this question. Why?\n
  6. What did Shackleton want. Why was this ad successful. Product? Benefit? Type of person? Motivation? Relevance. \n
  7. All advertising in one way or another has action as its purpose.\n
  8. Though action can mean or be many things.\n
  9. The simple role of creativity?\n
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  11. MB wants you to buy, or consider its vans because of the flexible seat configuration. A powerful reason conveyed creatively. We advertising to introduce a new feature as it may be a compelling reason to buy.\n
  12. Samsonite wants you to buy its suitcase because of its durability. We advertising to convey a product attribute: action? Brand preference. Awareness. Consideration. Trigger at point of purchase. \n
  13. The Economist wants you to read its magazine because it will make you more successful. We advertise to express superiority or make a brand a club you want to join. Action? Read. \n
  14. Wonderbra wants you to buy its product because it makes you look better. We advertise to sell the benefits of a product, even if they are exaggerated. And we might do it to parody or leverage pop culture, in this case advertising. Action? \n
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  21. Benetton wants you to shop there because of their beliefs. We advertising to share a belief we hope will connect with our audience and motivate participation and brand preference, or simply feeling good about the brand. \n
  22. The Gay Lesbian Straight Education Network wants you to stop using offensive language. We advertise to affect behavioral change and get people to think and act different.\n
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  31. We, as a creators, should aspire to.....\n
  32. Very old campaign from Nike and Wieden encouraging girls to play sports and for parents and educators to support them.\n
  33. It starts or extends conversations that matter.\n
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  43. It’s filled with cool, young, creative, eager, hard-working people who support each other and do other stuff I can’t mention here.\n
  44. It takes place in very awesome environments. Here is Mullen’s What If video.\n
  45. But most advertising sucks. It insults, interrupts and intrudes on our lives.\n
  46. Are you kidding me?\n
  47. A great quote from a smart agency CEO.\n
  48. Why is so much of it so bad? A lot of reasons why. But one reason is it is freaking hard to make great work. You will discover that to do stuff that is really fresh, original, relevant, that leverages current media and consumer behavior, that actually matters, is time consuming, challenging, and frustrating.\n
  49. What does most advertising do? Well this is its purpose.\n
  50. Not bad. Tells you their espresso is less than Starbucks.\n
  51. Was all over the Olympics. Under 400 calories. We now know that McDonald’s has food under 400 calories. Reason to buy?\n
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  53. Ben and Jerry’s. Purpose, mission, ethics, quality, integrity. Will that make you buy? Maybe. At least it will help you feel good about your purchases.\n
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  55. But when it is magical and inspirational, you want it. Interestingly, the best ad of the year was not done by an ad agency.\nCAA.\n
  56. Don’t settle for less.\n
  57. It’s good to know something about the past.\n
  58. There were few media outlets, less competition and consumers had to endure messages to enjoy any content. (A little of this goes on today, too.P\n
  59. Message, money, media.\n
  60. Remember Darryl? From Bewitched? Probably not if you’re only 20.\n
  61. We bought attention.\n
  62. Ads looked and read like this. Egads.\n
  63. The environment changed after WWII. The industrial revolution in full swing.\n
  64. Bill Bernbach, still the most influential creative in the history of the industry. His writings remain relevant today.\n
  65. Bernach and his agency DDB changed everything.\n
  66. Avis admitted to being number 2.\n
  67. VW employed a voice never heard before.\n
  68. Other agencies got on board. Scali, McCabe, Sloves, for one.\n
  69. But let’s fast forward\n
  70. Skip over web 1.0, all about being accessible, to web 2.0. Web 2.0 is a concept that takes the network as a platform for information sharing, interoperability, user-centered design,[1] and collaboration on the World Wide Web. A Web 2.0 site allows users to interact and collaborate with each other in a social media dialogue as creators (prosumers) of user-generated content in a virtual community, in contrast to websites where users (consumers) are limited to the passive viewing of content that was created for them. Examples of Web 2.0 include social networking sites, blogs, wikis, video sharing sites, hosted services, web applications, mashups and folksonomies.\n
  71. Do we even need creativity?\n
  72. Data is one way to market successfully. We know so much about the user we can structure different prices for them, especially online.\n
  73. I think yes. Even if the consumer is less in control than he or she thinks....\n
  74. We can earn attention, participation, loyalty and employ the consumer to help spread the word.\n
  75. Old Spice. Entertaining.\n
  76. Inclusive.\n
  77. Uniqlo, leverages participation.\n
  78. Nike Chalkbot gives people a voice.\n
  79. Google lets you customize.\n
  80. Mont Blanc crowdsources.\n
  81. And Amex and CP&B create an entire movement in the name of advertising.\n
  82. What do all of these creative ideas have in common? Discuss.\n
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  89. We still need the traditional stuff. Even Google...\n
  90. and Apple, arguably two of the more innovative web 2.0 brands, use it.\n
  91. So, how do we learn to make good ideas?\n
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  93. We need skills, too. Beyond pure, raw creative talent, which by the way can be developed. You are born creative, after all.\n
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  95. Let’s make some stuff.\n
  96. What is a good ad. Develop taste and judgment. Ability to differentiate good from bad, great from good. On target from magical and worthy of telling everyone.\n
  97. What is a good ad. Develop taste and judgment. Ability to differentiate good from bad, great from good. On target from magical and worthy of telling everyone.\n
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