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Creativity

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What is Creativity ?

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It is obvious that by 'creative' we generally mean the words and

pictures, the sound and the music. Specially the way they are used

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The models that are projected and maybe, even associations withsuch sports, films and other personalities who typify such role

models

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This is understandable. After all, these are the most visibleelements of advertising. These are what influence us as

customers

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Creativity, as generally understood, is one very important

component of advertising

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In this context, it is necessary to be clear about what creativity

really means

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'To create' according to the Oxford dictionary means bring into

existence, or give rise to, or originate..

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The word "creation" means all created things, products of human

intelligence, especially of imaginative thought"

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Creative' means : "Creating; able to create; inventive;

imaginative; showing imagination as well as routine skill"

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The essential elements of creativity are really imagination and

inventiveness disciplined by routine skills

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Creativity is one of the most commonly used terms in advertising

as those who develop advertising messages are often referred toas creative types and agencies develop reputations for their

creativity

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Creativityhas been defined as a quality possessed by personsthat enables them to generate novel approaches in particularsituations, generally reflected in new and improved solutions to

problems

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Perspectives of what constitutes creativity in advertising vary. At

one extreme are the suits or rationalists who argue that

advertising is creative only if it sells the product or service. At the

other end of the continuum are the poets who judge creativity in

terms of its artistic or aesthetic value and argue that creative

advertising must be novel, original and unique

Different Perspectives of Advertising Creativity

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The answer as to what constitutes creative in advertising is

probably somewhere between these two extreme positions

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We are concerned with advertising creativity, which refers to

the ability to generate fresh, unique and appropriate ideas that

can be used as solutions to communications problems

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This perspective recognizes that creative advertising ideas are

those that are novel, original andappropriate. To be appropriate

a creative idea must be relevant or have some importance to the

target audience

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A typical creative teammight consist of a writer, an art director,

an account planner, and an account manager who work together

to produce ads, commercials, and other marketing

communications

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The team begins with a strategythat has been agreed upon by

the agency and the client. A strategy is a statement of the goal of

a campaign, such as communicating a particular message about

the brand or a product to a particular group of consumers

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The strategy, which operates at a general level, can be

expressed in specific creative briefs, or directives to creative

teams about the specific message they need to communicate and

to whom they are to direct it

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It then becomes the work of the creative team to devise ways of

communicating the message

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The team, or possibly some portion of it, will begin

conceptualizingin other words, brainstormingabout possible

ways to communicate the message to the intended audience

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For some of the team's best ideas, the art director will draw some

images or even storyboards and the writer will produce the

headlines and words to accompany them

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The account planner will attempt to keep the team focused and on

mission by feeding in information about how consumers use the

brand, what market research reveals, what the competition's

advertising says, and so on..

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The account manager coordinates and oversees the team's work

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Eventually, when a number of working ideas have been developed

by the creative team, they are presented to the client, who

responds to them. When the client and agency agree upon a

proposal for consumer communication (that may take the form of a

print advertisement, a TV commercial, a billboard, a website, out o

home, etc.), the creative process moves into production

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Throughout the production phase, the creative process continues

as new words and images are revised and additional information

helps tweak the final product

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The creative process itself follows no prescribed formula, but rathe

its genius lies in the ability of teams of writers, art directors,

planners, and managers to find simple and elegant means to

express their clients' messages in ways that will be noticed and

remembered by potential consumers and get a desired,

favourable response

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A print of a cup of Folgers coffee was placed on top of manhole

covers in New York City, USA. Holes on the print allows the steam

to come out. Wordings around the cup reads Hey, City That Never

Sleeps. Wake up.

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An innovative idea on a large billboard in Amsterdam, Netherlands

It really makes you want that Heineken

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Life-size stickers of people were stuck on automatic sliding doors a

a mall in Mumbai, India. When someone approaches the doors

move apart and it feels like the people on the door are movingaway. The person enters to find the message People Move Away

When You Have Body Odour

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This controversial idea was done in Dubaiby Sandeep Fernandes and Husen Baba Khan for the male

deodorant, Axe. The mouse pad that every guy needs

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Life size images were stuck on glass doors at shops, airports inSouth Africa for the advertisement of glass and window cleaner

I.C.U. The expression on the face is priceless

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A very cost-effective advertisement in Hong Kong for a yoga

school. It showcases the prowess of a yoga practitioner on theflexible stems of drink straws. A surge of enquiries and enrollment

went up after this promotional stunt

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This one is the biggest ad in Russia. Its square size is more than

one and a half acres! (6000 m2). It is situated in the center ofMoscow city and has a few full size cars sticked to it, with back

lights and headlights on in the evening

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Practical Exercise

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Ten teams

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Team leaders

For space Draw

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Team 1 Academic Block, next to Comp Lab

Team 2 Opposite the block steps, while going to AVTeam 3 Under the staircase going to the AV studio

Team 4 1-Opposite the new class rooms SO7-SO8

Team 5 End of the corridor opposite the block steps

Team 6 Under PCR Staircase

Team 7 Opposite PCR

Team 8 Near Edit suite, opp. Rajeshs cabin

Team 9 Reception Area, near stairs to SITM Admin.

Team 10 2 - Opposite the new class rooms S07-S08

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Launch pad

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Find an innovative use / function of the given object / product

Coin a suitable name & tag-lineIn the given / designated space create communication &

display for the product

Will be provided with some colour papers, rest you have to get

on your own.., maybe a sari or a bed sheet, or any other props

Make whatever supportive.. logo, symbol.. posters, danglers,

p.o.p whatever is needed

Use one person from the team as a human mannequin

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Coloured papers etc.

Product / object

Second session

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Tuesday, September 28, 201010.00 hours to 13.00 hours

A team will come to inspect at 13.00 hrs

The Execution

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The function / useName & tag line

Use of human mannequin

Overall display

Will rate you on :

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So off to your designated spaces

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See you in the class in the second session

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Thank you