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

© Jean-Claude Hamilius

How to be creative

A reflexion on teaching creativity


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

Bill Bernbach


Nowadays „more fun“ means:

A question of taste?

• Provocative behaviour as the leading device

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


Slow off the mark?


Bring out the best in you.


I‘m right where I belong.


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


Are you sure, your product fits in between?


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


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


The main thing is, that the head ...


The main thing is, that the head ...


The main thing ...


The essential in delivering good communication is about:

Think before you act

• Attraction and relevance

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


Use brain and heart ...

Think before ... and act with passion

• to combine fundamental content and emotional approach

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


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]


The key to creativity:

The message for today

i2 = 2xi + 2xi + 2xi


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


2xi means „information and imagination“

• The knowledge of research, analysis and evaluations

• The ability to activate the mind‘s ressourcefullness



+ 2xi stands for „intuition and introspection“

• The power of social and cultural empathy

• The capability of self-monitoring and self-inspection



+ 2xi features „individuality and independence“

• The strengh of character and personality

• The reinforcement of self-destination and autonomy



The ideal idea ...

• builds on information and imagination ...

• is supported by intuition and introspection ...

• and driven by individuality and independence.

The formula in words


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


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


... at the Kunsthalle in Mannheim


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


Teaching creativity means:

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

• To enable individual objectives and visions

Individuality and indipendence



• 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



• 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


... 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


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


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


... a campaign for „Skype“


multimedia ...


multi-national ...


multi-cultural ... and fun


By the way: fun ...


But that‘s another story ...


Any suggestions?

A question of taste?

Thanx for your attention!

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

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ideal slide

message slide

fun slide

imagination slide

introspection slide