© Jean-Claude Hamilius How to be creative A reflexion on teaching creativity.

© Jean-Claude Hamilius

How to be creative

A reflexion on teaching creativity

© Jean-Claude Hamilius

If you can sell with good taste as well as bad taste,why not make it good taste? It‘s more fun!

Bill Bernbach

© Jean-Claude Hamilius

Nowadays „more fun“ means:

A question of taste?

• Provocative behaviour as the leading device

• Quickly catching the eye by „spoiling-for-fight“-ads

© Jean-Claude Hamilius

Slow off the mark?

© Jean-Claude Hamilius

Bring out the best in you.

© Jean-Claude Hamilius

I‘m right where I belong.

© Jean-Claude Hamilius

I‘m right where I belong. Lost your way?

© Jean-Claude Hamilius

Are you sure, your product fits in between?

© Jean-Claude Hamilius

There‘s more inside, than you can think of.

© Jean-Claude Hamilius

There‘s more inside, than you can think of. The main thing is, that the head is at its best.

© Jean-Claude Hamilius

The main thing is, that the head ...

© Jean-Claude Hamilius

The main thing is, that the head ...

© Jean-Claude Hamilius

The main thing ...

© Jean-Claude Hamilius

The essential in delivering good communication is about:

Think before you act

• Attraction and relevance

• ... and how to set the rules to create both.

© Jean-Claude Hamilius

Use brain and heart ...

Think before ... and act with passion

• to combine fundamental content and emotional approach

• ... into an invaluable blended message – but beware!

© Jean-Claude Hamilius

Less is more

[ If you try to put a thousand messages into this space, you will probably come across without leaving any single message at all ]

[One Message]

© Jean-Claude Hamilius

The key to creativity:

The message for today

i2 = 2xi + 2xi + 2xi

© Jean-Claude Hamilius

i2 stands for „the ideal idea“

• The fundament of the creative message

• ... and the base of what will be carried into execution

The formula ingredients

© Jean-Claude Hamilius

2xi means „information and imagination“

• The knowledge of research, analysis and evaluations

• The ability to activate the mind‘s ressourcefullness

The formula ingredients

© Jean-Claude Hamilius

+ 2xi stands for „intuition and introspection“

• The power of social and cultural empathy

• The capability of self-monitoring and self-inspection

The formula ingredients

© Jean-Claude Hamilius

+ 2xi features „individuality and independence“

• The strengh of character and personality

• The reinforcement of self-destination and autonomy

The formula ingredients

© Jean-Claude Hamilius

The ideal idea ...

• builds on information and imagination ...

• is supported by intuition and introspection ...

• and driven by individuality and independence.

The formula in words

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By the way: A formula that fits a student‘s approach to „the ideal“

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The superior entity of the new (ideal) world religion (as seen on our actual students exhibition ...

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... at the Kunsthalle in Mannheim

© Jean-Claude Hamilius

The ideal idea ...

• builds on information and imagination ...

• is supported by intuition and introspection ...

• and driven by individuality and independence.

... Back to the formula in words

© Jean-Claude Hamilius

Teaching creativity means:

• To understand that the autonom personality is key to student support strategy

• To enable individual objectives and visions

Individuality and indipendence

© Jean-Claude Hamilius

Teaching creativity means:

• To develop the problem-solving competence for a wide range of tasks and target groups

• To strenghen awareness for personal, professional and ethic responsability

Intuition and introspection

© Jean-Claude Hamilius

Teaching creativity means:

• To provide students with the necessary design and conceptual skills and knowledge

• To offer a diverse and flexible array of disciplines, tasks and opportunities

Information and imagination

© Jean-Claude Hamilius

... itself needs an ideal idea.

• We‘re in danger of becoming mentally blinkered by ongoing specialisation

• Let‘s find back to open minded universalism!

The creative business

© Jean-Claude Hamilius

We need creative generalists who think outside the box

• to fully comprehend global communication tasks

• to deliver outstanding performances and unique results

• ... and to generate new ways and tools in exploring and achieving creativeness

The ideal idea in communication

© Jean-Claude Hamilius

Another example from our actual exhibits that fits the generalistic approach:

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... a campaign for „Skype“

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multimedia ...

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multi-national ...

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multi-cultural ... and fun

© Jean-Claude Hamilius

By the way: fun ...

© Jean-Claude Hamilius

But that‘s another story ...

© Jean-Claude Hamilius

Any suggestions?

A question of taste?

Thanx for your attention!