7/23/2019 How to Create a Basic Concept 110803090121 Phpapp02 http://slidepdf.com/reader/full/how-to-create-a-basic-concept-110803090121-phpapp02 1/27 HOW TO CREATE A CONCEPT A SHORT INTRODUCTION. I D F C T R Y . C O M
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7/23/2019 How to Create a Basic Concept 110803090121 Phpapp02
1+1=11 (RIGHT?)To get you on your way to asking the right
questions. Use the 5w’s and H*.
I always start every project using this method. The answers found
this way are my guide during a concept project. They are my starting
point of thinking and my checklist when finishing a project.
*http://en.wikipedia.org/wiki/Five_Ws
I D F C T R Y . C O
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7/23/2019 How to Create a Basic Concept 110803090121 Phpapp02
http://slidepdf.com/reader/full/how-to-create-a-basic-concept-110803090121-phpapp02 10/27 Search google: stupid diesel. Watch this brilliant concept for diesel. It’s all about the story between logic and illogic.
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WHY IS NOT HOW (?)Lesser gods among us, use a How answersto a Why question. This a common mistake.Example: Why are polar bears white?
A how answer is as follows: Polar bears are white because snow is
white. This sounds right and clear and for most people it is satisfying.
A why answer is as follows: Polar bears come in any color as
long, as long it is successful in its environment. If snow where
to be purple. Polarbears where purple. It is not the snow that makeshim white it is the ability to survive that makes him white.
How answers leaves less options open, as WHY answers leaves all
options over to think further. And that is what concept thinking is all
about: think further.
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http://slidepdf.com/reader/full/how-to-create-a-basic-concept-110803090121-phpapp02 14/27Why are polarbears the color they are? There is no reason to be white.
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7/23/2019 How to Create a Basic Concept 110803090121 Phpapp02
Nevertheless good creative brief are rare.In most cases you have to create answers yourself.
It is amazing to see how many clients (not all)have no idea on what they are doing or sell.
Example: A insurance company doesn’t sell insurance’s.
The’re selling Peace of Mind. How many employes of those company’s
say that on a parties to there friends, when asked what do for a living.
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http://slidepdf.com/reader/full/how-to-create-a-basic-concept-110803090121-phpapp02 19/27Don’t be afraid to Make Stuf Up to proof a point. Don’t lie, but bend information as its fits the purpose
“We’re in the business of creating, not science”
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7/23/2019 How to Create a Basic Concept 110803090121 Phpapp02
- THE AVERAGE ONEUsed in many different agencies.With some varieties here and there, but in general:Background What is the background of the project? Why is it being done?
Target audience What do they already think about this subject? Is there anything that should be avoided? Objectives What is to be accomplished? How will this be measured and success understood?
Single message What is the one thing to tell the audience? What is the single thing they should remember
about the offering? How will they believe what we say?
Mandatory What are the mandatory elements such as the client’s logo, address and so forth.
Deliverables What is to be used to give the audience the message?
What is the best way or place to reach this audience?
Timeline How soon is this needed? When is it expected to be done? How many rounds (revisions) will
this project undergo?
Budget How much can be spent to get this developed? Is there any budget needed to publish/flight
the creative?
Approvals Who needs to give the “okay”?
http://en.wikipedia.org/wiki/Creative_brief
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7/23/2019 How to Create a Basic Concept 110803090121 Phpapp02
http://slidepdf.com/reader/full/how-to-create-a-basic-concept-110803090121-phpapp02 21/27Remember: “A good concept is more than the sum of its parts.”
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7/23/2019 How to Create a Basic Concept 110803090121 Phpapp02
http://slidepdf.com/reader/full/how-to-create-a-basic-concept-110803090121-phpapp02 23/27The briefing resultated in the album’s artwork cover for Sticky Fingers.
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7/23/2019 How to Create a Basic Concept 110803090121 Phpapp02