Transcript
“I’m not creative”
Every child is an artist. The problem is how to remain an artist once you grow up.
1. CREATIVE PROCESS 2. BETTER BRIEFS
3. EFFECTIVE FEEDBACK
BETTER BRIEFS MATTER
1. YOUR ROLE IN THE CREATIVE
PROCESS MATTERS
INFORM TO INSPIRE
UNDERSTANDING THE
CREATIVE PROCESS
7BILLION
1. This is awesome 2. This is tricky 3. This is shit 4. I’m shit 5. This might be okay 6. This is awesome
CREATIVE TRIGGERS THAT GUIDE THE CREATIVE PROCESS
“So what are we doing, again?”
Who are we talking to?
And why are they going to believe us?
And how are we going to tell them?
CREATIVE TRIGGERS
3 WAYS YOU CAN HELP INFORM
TO INSPIRE
1. ALWAYS GIVE THE AGENCY ACCESS TO THE PRODUCT OR SERVICE
“Have the product on your desk”
Taste Touch Smell See Hear
2. EMPLOY ‘WORD BOMBS’
Words are little bombs. The right ones can explode inside us, demanding an
original and exciting idea.
Crazy, zany orange drink
Taste the buzz of real oranges
Taste the buzz of real oranges. c.1990
https://www.youtube.com/watch?v=ZyJ5D35Fx4M
Taste the buzz of real oranges. c.2014 ‘AARGH!’
https://www.youtube.com/watch?v=Fv_sNJpQM14
3. BE COURAGEOUS WITH YOUR BRIEFS
SET CREATIVE CHALLENGES
TIP No. 1
~ Is there an idea in where it was
made or where the company is from?
~ What if it’s not an ad? Think social, digital ambient,
ambush etc ~ Current events ~ Trends ~ Is there an idea in showing what
happens without the product? ~ Repetition ~ Shock tactics ~ Metaphor & analogy
~ Surreal & Bizarre
https://www.youtube.com/watch?v=Fv_sNJpQM14
Is there an idea
in unexpected
humour?
Create a character
https://www.youtube.com/watch?v=PoSzcjcRefM
https://www.youtube.com/watch?v=2_YL0HzCCJg
Is there an
idea in celebrity?
https://www.youtube.com/watch?v=KlRjYlsC3bc
Is there an idea
in demonstration?
https://www.youtube.com/watch?v=nTmbFcXJPb4
Is there an
idea in parody?
Small budgets.
Big ideas.
Is there an idea
using just words?
https://www.youtube.com/watch?v=koeeo6yAsiI Is there an idea using animals?
Maxwell
Hump day camel
Scapegoat
https://www.youtube.com/watch?v=hxRoXuPjAKc
https://www.youtube.com/watch?v=jEBdkzelVWY
FUEL THE CREATIVE FIRE ~ Always expose the product ~ Inform to inspire through ‘word bombs’ ~ Be courageous and never boring
2. BETTER BRIEFS MATTER
“So what are we doing, again?”
CREATIVE TRIGGERS
“a problem well put is half solved”
John Dewey
The what? How you define the problem defines the solution.
TRIGGER No. 1
Tips in writing a ‘well put’ problem ________________________________________________________________________________________
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HINTS ‘N’ TIPS No. 3
Try reducing the problem to a challenging question. State the problem, don’t prescribe the solution. Be excited by the problem/opportunity.
Who are we talking to?
CREATIVE TRIGGERS
The Archer family
Three things you should consider when uncovering the customer insight. 1. The Archer families demographics 2. The Archer families psychographics 3. Examine their beliefs
TRIGGER No. 2
The who?
The Archer family
The Archer family
THE ARCHER’S PEN PORTRAIT DEMOGRAPHIC: AGE: SEX: ENTHNICITY: FAMILY STATUS: HOME: JOB:
PSYCHOGRAPHIC: LIFESTYLE: HOBBIES: INTERESTS: ATTITUDES: BEHAVIOUR: VALUES:
Describe the Archers in relation to the brand and category. ________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ ________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
The Archer family
EXERCISE No. 3
GETTING TO THE CUSTOMER
INSIGHT?
The Archer family
Is there a frustration, aspiration, or other a
related need that we can tap into and leverage?
The Archer family
And why are they going to believe us?
CREATIVE TRIGGERS
The why?
TRIGGER No. 3
The Prop
THE SINGLE MOST MOTIVATING THING WE HAVE TO SAY
SAY IT IN THE MOST
MOTIVATING WAY
Turning your observations into an insight
TIP No.
Observation: what people do or say
People consume chocolate bars to satisfy their hunger
EXAMPLE No.
https://www.youtube.com/watch?v=rqbomTIWCZ8
EXERCISE No. 4
Don’t just list all the features. Draw out the benefits.
Don’t just list all the features, draw out the benefits.
PENCIL SAVES MAN’S LIFE
And how are we going to tell them?
CREATIVE TRIGGERS
The how?
TRIGGER No. 4
TIP No. 4
WHY: Is the insight clear and true?
~ Does the ‘PROP’ fully answer the business challenge? HOW: Are all the details
there and correct?
~ In one sentence state what the agency is being tasked to do ~ Bring the customer to life ~ Identify a fresh truth about the customer’s emotion or behaviour, that can be used to solve the problem
The secret of better briefs
3. HOW YOU GIVE FEEDBACK
MATTERS
https://www.youtube.com/watch?v=QDadJaSERwg
1. Before
1. BEFORE
SMILE Creative types are nearly always very nervous.
For a smoother presentation be positive, open and engaged.
RECAP Begin by revisiting the four main areas of the brief.
• Problem • Audience • Insight • Prop
1. BEFORE
EXPECTATIONS Have a clear understanding of the level of
creative that is being presented: • Adcepts • Creative territories • Scamps Vs Full Mac layouts
QUANTITY Have agreement on the number of concepts or
territories. Three is about right. 1. Safe 2. Surprising 3. Courageous
IN PERSON Whenever possible try to have the
Creative team present their work.
2. During
2. DURING
BE THE CUSTOMER You will have just revisited the main areas of the brief including the target audience, so now it is vital that you think like, and assess the ideas as if you were the customer. Be the customer.
2. DURING
THE IDEA Does the creative idea bring to life the proposition in a memorable or dramatic way?
LEGS Can the creative idea work well in multiple channels; • film • paper • pixels • social
ahhh! Has the idea used the Allianz ‘ahhh’ device in the best way possible?
MINUTIAE Don’t stress about a missing comma, worry about a missing idea.
2. DURING
FEEDBACK In the meeting be clear about who, when and how you will be giving feedback.
• Recognise the good first • Don’t be afraid to ask questions ‘be a Juror, not a Judge’ • Seek understanding if you aren’t sure about something • Initial feedback is okay and appreciated • However, don’t be afraid to sleep on it and give formal
feedback later
3. After
3. AFTER
CIRCULATION Attach the brief and identify the level of presentation when presenting the concepts to the business for internal approval.
THE DE-BRIEF Consolidate all feedback.
REDIRECT Resist the temptation to rework yourself. Try redirecting it’s always more effective.
AND try separating the amends into mandatory and optional changes.
TIMINGS Work with the team to allow a fair amount of time to allow the amends to be made.
3. AFTER
OPINIONS Avoid giving the work the good old ‘once round the office’. Other people always have a subjective opinion about advertising. BUT have they read your brief?
NERVES Feeling nervous? That’s a good thing. Pin the work on your wall and give the ideas the overnight test, and see how they look in the morning.
1. Safe 2. Surprising 3. Courageous
3. HOW TO GIVE MORE EFFECTIVE FEEDBACK ~ Recap the brief
~ Be the customer
~ Redirect, don’t rework
Thank you
D A V I D B E L L – E C D M E R C E R B E L L
mercerbell.com.au
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