360i Idea Safari: The Hunt of the Mysterious BIG IDEA (Presented at Cannes 2012)

The MysteriousBIG IDEA

80% OF TODAY’S Technology DIDN’T EXIST 5 YEARS AGOSource: Forbes, April 2012

The world is in a PHASE SHIFT to a new creative economySource: Forbes, April 2012

THE ANSWER:Creative Ideas THAT SOLVE THE RIGHT PROBLEM AT THE RIGHT TIME

Global creative leaders (i.e., us) can provideTHE RIGHT VISION LANGUAGE TOOLS

The ChallengeDEVELOPING BIG IDEAS IS EASYDEVELOPING THE RIGHT KINDOF IDEAS FOR YOU & YOUR CLIENT IS HARD

In this hour,20 MINUTES OF VISION, LANGUAGE, TOOLS20 MINUTES OF WORKSHOP20 MINUTES OF PRESENTATION

And whoever is bestGETS €400 AT THE GUTTER BAR

But first, here’s how we got toTHIS WORKSHOP LEE ADAM

We only just STARTED WORKING TOGETHER.

MeetADAM KERJ

MeetADAM KERJ - HOW DO YOU PRONOUNCE KERJ? - DON’T SWEDES LISTEN TO WEIRD TECHNOPOP? - IS HE ONE OF THOSE “IT’S A BIG IDEA IF I SAY IT IS” GUYS?

MeetLEE MAICON ?

MeetLEE MAICON- WHAT IF HE DOESN’T LIKE MY WEIRD TECHNOPOP?-HE DOESN’T LOOK MEXICAN. WHY ISHE IN BLACK & WHITE?- IS HE ONE OF THOSE “IT’S A BIG IDEA IF I SAY IT IS” GUYS?

We agreed...10 YEARS AGOBIG IDEAS WERE ‘EASY’

To agree on what big ideas areWE LOOKED AT THE WORKWE HAVE DONE OURSELVES

they draw and cook

We agreed...THESE ARE THE KINDS OF BIG IDEASWE WANT TO KEEP MAKINGHOW DO WE GET THERE?

Big ideasCOME IN ALL SHAPES AND SIZES

What we needed to do was focus on...THE RIGHT VISION LANGUAGE TOOLS

At the core of our success as an agencyHAS BEENREAL TIME VALUE EXCHANGE.

Focus onTHE RIGHT VISION LANGUAGE TOOLS

We agreed...EVERYONE ASKS FOR BIG IDEAS BUTTHEY DON’T MEAN THE SAME THING

So even if everyone is aiming forIDEAS WITH REAL TIME VALUE EXCHANGEWITHOUT A SHARED LANGUAGE, WE’RENOT HUNTING FOR THE SAME THING

We needed to help ourselvesHUNT THE SAME THING

Hmmmmm.....‘HUNT’

Which led us...

THE IDEASAFARI

We defined our prey ELEPHANT TRANSFORMATIVE BUSINESS IDEA x LION CAMPAIGN IDEA x GORILLA ACTIVATION PLATFORM/SERIES OF TACTICS x CHAMELEON TACTICS (BIG OR SMALL) x

CHAMELEON TACTIC (BIG OR SMALL)

GORILLA ACTIVATION PLATFORM/SERIES OF TACTICS

LION CAMPAIGN IDEA

ELEPHANT TRANSFORMATIVE BUSINESS IDEA

What do you notice about them?- FROM ‘SMALLER TO BIGGER’- THEY LET US THINK ‘INSIDE THE BOX’- NOT ALL ONE TYPE OF FAMILY

CREATIVE BRIEF PROBLEM CURRENCY ASSIGNMENT CHECKLIST How will we create real From To What we are making What makes it great time value exchange? Who are talking to? Chameleon Gorilla What is the checklist for getting to amazing, inspiring work that will Lion create a value exchange for the What do you know about them? What is the insight? What is the value Elephant brand?Where are you now and wheredo you want to go? exchange? What does success look like? What are you asking the creative,Is there already brand work thatneeds to be considered? HOW will get them to engage? community team or anyone else to do or make to solve this problem? What will we learn and how will we reapply as the work goes on? When relevant, what is the role of Is it a: digital (or whatever we’re making) in tactic (big or small) overcoming that barrier? program (set of tactics) a campaign idea a transformative business idea? WHY will they do this? What’s in our arsenal to make this happen? Brand: Team: Approval:

THOUGHTSTARTERS Don’t be shy. Aren’t there any initial ideas or ways in that could compel amazing work? Maybe there’s one finding in the research that could be a springboard for brilliant creative? Ok, what about a big idea on the table that just needs some polishing? Fine, how about other campaigns or events we should steal from? OTHERMandatories like a client tagline or design to be incorporated?What are key dates?

Now you.

What now?SEPARATE TEAMS WILL GO OFF ONTHEIR OWN IDEA SAFARIWINNING TEAM GETS €400 TAB ATTHE WORLD-FAMOUS GUTTER BAR

The Problem FROM TOTHE FIRST WORKSHOP THE MOST SHAREDON THE FIRST DAY OF ON THE FIRST DAY OFCANNES LIONS CANNES LIONS

The Currency WHO HOW FEAR OF MISSINGCANNES LIONS OUT, UTILITY,ATTENDEES AMBITION TO SELL BIG IDEAS

AssignmentHAVE A CLEAR VISIONDETERMINE WHICH ANIMAL(S) YOU NEEDCREATE YOUR OWN IDEA SAFARI

Checklist 1. TEAM AND VISION 2. NO MOCKING THE CLIENT (US) 4. DRIVE MEASURABLE TALK ONLINE (#) 5. NO LITTER OR LAWBREAKING

Mandatories 1. PROMOTE THE 2PM WORKSHOP 2. OWNABLE TO 360i & IDEA SAFARI

The last 20 minutes 1. WHAT ARE YOU GOING TO DO? 2. HOW WILL WE MEASURE SUCCESS? 3. WHY DO YOU BELIEVE IN IT? LEE.MAiCON@360i.COM This document consists of intellectual property owned by 360i that is provided to you for evaluation purposes only. Recipient agrees that issues relating to any work by 360i based on this proposal, including ownership and indemniﬁcation for patent infringement may be addressed in a Statement of Work.

You will be judged on... 1. MAKING #IDEASAFARI SPREAD 2. DEMONSTRATION OF #IDEASAFARI PRINCIPLES 3. WHATEVER ELSE ADAM & LEE DECIDE 4. MUST BE REGISTERED WITH LEE.MAICON@360i.COM This document consists of intellectual property owned by 360i that is provided to you for evaluation purposes only. Recipient agrees that issues relating to any work by 360i based on this proposal, including ownership and indemniﬁcation for patent infringement may be addressed in a Statement of Work.

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360i Idea Safari: The Hunt of the Mysterious BIG IDEA (Presented at Cannes 2012)

by 360i on Jun 27, 2012

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360i Idea Safari: The Hunt of the Mysterious BIG IDEA (Presented at Cannes 2012) Presentation Transcript