5. But it was work like this that got me my first job.
6. Also from D&AD 1985.
The loved/hated leader of the Greater London Council,
(kinda like a mayor) argues against the abolition of the GLC.
7. Two award-winning ads, but very different.
Insight-free. “Bovril beef
cubes taste a lot like beef.”
Insight-full. “It’s not me
they’re abolishing, it’s
your rights as a voter.”
8. Two ‘final student book’ ads, but very different.
Insight-free. “Boner joke.” Insight-full. “You are
earnestly looking to
solve a sensitive issue.”
10. INSIGHT IS A HEAD START.
YOU’LL BE DIFFERENT
FROM THE BEGINNING.
image: jepnow
11. THERE ARE MANY FORMS OF INSIGHT.
http://www.simon-law.com/
12. youtube/flickr/twitter etc
what your mum thinks the opposite direction
different product categories
your gut
AND THEY ARE EVERYWHERE.
your own life/experience
what competitors are doing
pop culture
business reviews
the brief, even
corporate annual reports
image: tyrian123
13. ALL YOU NEED TO GET STARTED
IS CURIOSITY.
(CREATIVES ARE NATURALS AT THAT, RIGHT?)
image: fatmanad
14. CREATIVITY
IS
LATERAL THINKING
IS
CONNECTING DOTS
image: smsch67
15. THE HARDER YOU LOOK,
THE MORE DOTS YOU’LL FIND.
THE MORE DOTS YOU FIND,
THE MORE CREATIVE YOU CAN BE.
16. BTW, IT’S YOUR JOB (AND GIFT) TO BE
DOT-CONNECTING CHAMPION.
image: chitrasudar
17. AN EXAMPLE:
STRAWBERRYFROG WAS
PITCHING HYUNDAI.
HYUNDAI WANTED TO INJECT
PASSION INTO THEIR BRAND.
18. ON THE FACE OF IT,
image: daveseven A TALL ORDER.
19. BUT IN A BRIEFING ROOM FILLED
WALL TO WALL WITH FACTS,
OPINIONS AND FOCUS GROUP MUSINGS,
WE FOUND A 2 SQ INCH DOT.
“Hyundai
drivers index
highest for the
amount of
research they
do on their car
purchase.”
20. “Hyundai drivers
index highest for
the amount of
research they do on
their car purchase.”
21. That gave us a name for the audience,
a passionate position,
The creative platform described the audience and set up the idea.
and what became the mission for the brand.