In a world where consumers are saturated with brand messages we need to create campaigns that emotionally resonate. But, how can we do that when brands are afraid to have opinions?

1. Unicorns vs dinosaurs
How to be creative when nobody wants you to

2. Founder and MD of Manyminds
Co-founder of Outrageous Creative
Author of ‘The Future is Freelance’
Runs mentoring programme and
creativity workshops
Haven’t got a clue what I am doing
@kirsty_hulse #searchlove

3. Let me start with a fact
@kirsty_hulse #searchlove

4. 11 items of clothing
@kirsty_hulse #searchlove
39,916,800 ways to get
dressed

6. Business operate on
quantifiable predictability
@kirsty_hulse #searchlove

7. We reward not making
mistakes and maintaining
status quo
@kirsty_hulse #searchlove

8. People are paid
to not f**k up
@kirsty_hulse #searchlove

9. Let me circulate that
with all the key
stakeholders
We have strict brand
guidelines
We have a 12 step sign
off process

10. Meanwhile
@kirsty_hulse #searchlove

11. We are exposed to 3000
adverts a day
@kirsty_hulse #searchlove

12. 1 in 3 of us use
ad blockers
@kirsty_hulse #searchlove

13. “I get thousands of press
releases a day. Literally.
Thousands.”
@kirsty_hulse #searchlove

15. We have to be bold and
incite emotion
@kirsty_hulse #searchlove

18. 600+ pickups, including initial
placements with BuzzFeed and
The Huffington Post
Extensive international
coverage, including Business
Insider Australia, CNN Espanol,
six additional versions of The
Huffington Post
More than 3 million views from
the BuzzFeed feature alone
Close to 1 million social shares,
with nearly 20 percent coming
from on-site shares

19. “Emotions are the key - consider using data
that will tell a human story, resonate
emotionally, or tell us something particular
regarding human behavior.” - Krystin Tynski
@kirsty_hulse #searchlove

22. Brands don’t like to have
opinions
@kirsty_hulse #searchlove

24. 74% of CMOs said they are
“unlikely” to take a creative
risk with their brand
@kirsty_hulse #searchlove

25. 87% of us struggle to get our
best ideas signed off
@kirsty_hulse #searchlove

27. How can we be creative
nobody wants to take
risks?
@kirsty_hulse #searchlove

28. 1. Have bold ideas
2. Get them signed off
bold ideas...
...Signed off

29. Having bold ideas

30. @kirsty_hulse #searchlove
Who here believes you
are a creative person?

33. “Creativity is a skill that can be
learned, developed and
applied”
@kirsty_hulse #searchlove

35. Habits
Brainstorms
Validation
@kirsty_hulse #searchlove

38. “All creativity comes
through play.”
@kirsty_hulse #searchlove

39. Businesses have to
develop habits to enable
their staff to be creative
@kirsty_hulse #searchlove

42. Random wordsUse random words against a defined focused
to stimulate new ideas. The random word
allows us to open up paths we would
otherwise never explore.

44. Focus: To provide
idea to promote a
storage company
Random word:
Planet and
Photograph

46. Confidence games
@kirsty_hulse #searchlove

47. Be playful, take
ourselves a less
seriously, loosen
inhibitions
@kirsty_hulse #searchlove

48. One word story
You know the drill. One word each. It has to make sense. There’s a timer.
@kirsty_hulse #searchlove

49. An expert talk
Pick a subject from the list on the next slide. Then, can you please educate
the room on how this topic.
@kirsty_hulse #searchlove

50. 1. How to feng shui a room
2. What really killed off the dinosaurs
3. Why clowns are evil
4. The history of kitchen utensils that never caught on
5. How to stalk a celebrity
6. Why everything your parents tell you is a lie
7. An experts guide to winter gardening
8. Interior design for £5 or less
9. The reason universal plugs are all so different
@kirsty_hulse #searchlove

51. “I had no idea
how easily I could
make stuff up!”
@kirsty_hulse #searchlove

52. ProvocationsCome up with absurd solutions to a
problem

53. Emotionally connect
with storage
@kirsty_hulse #searchlove

56. Underlying emotional
principle: Loss, change,
sentimental value
@kirsty_hulse #searchlove

57. 1. How to feng shui a room
2. What really killed off the dinosaurs
3. Why clowns are evil
4. The history of kitchen utensils that never caught on
5. How to stalk a celebrity
6. Why everything your parents tell you is a lie
7. An experts guide to winter gardening
8. Interior design for £5 or less
9. The reason universal plugs are all so different

59. Write a blog post
@kirsty_hulse #searchlove

60. Use Instagram stories
@kirsty_hulse #searchlove

61. Run a test data campaign
@kirsty_hulse #searchlove

62. Business case
for creativity

64. “Creative campaigns
were 7 times more
efficient than
non-creative campaigns”
@kirsty_hulse #searchlove

65. “If you let me be creative,
this will be 700% times
better”
@kirsty_hulse #searchlove

66. “Non creative
campaigns are
becoming less efficient
over time”
@kirsty_hulse #searchlove

67. A standard way of
pitching a campaign is a
problem
@kirsty_hulse #searchlove

71. “I give my client loads of
data, but they still don’t
sign it off”
@kirsty_hulse #searchlove

72. Data is only good for
rational decision making.
Here we’re dealing with
fear
@kirsty_hulse #searchlove

73. Pitch something
insane
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74. The centre stage
complex
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75. “53% more likely to pick
the middle option”
@kirsty_hulse #searchlove

76. Plan for the worst case
scenario
@kirsty_hulse #searchlove

77. @kirsty_hulse #searchlove

78. Business case
for creativity
Round up!

79. Believe in your
ability to be creative
@kirsty_hulse #searchlove

80. Practice and train your
creative mind
@kirsty_hulse #searchlove

81. Go to new places. Be
silly. Play games.
@kirsty_hulse #searchlove

82. Have tiny feet
@kirsty_hulse #searchlove

83. Take time to
understand who you
are trying to convince
@kirsty_hulse #searchlove

84. Anticipate objections
@kirsty_hulse #searchlove

85. Win the
space race!
@kirsty_hulse #searchlove

86. Thank you!
kirsty@outrageouscreative.com