Introduction to Fundamentals of Creative Development

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Introductory lecture for Fundamentals of Creative Development, BU, College of Communication, Fall 2012

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  • emphasis is on creative, there are a lot of aspects to advertising: client, product, research, strategy, media, but all htat the consumer really notices is the creative\n
  • As consumers, we know the work, but not the thinking behind it. Not the story that Apple has nothing to say and no products to talk about.\n
  • Do you know the case study and strategy behind this campaign’s national launch?\nNo. But you know the ads. And maybe they got you to try the product. Or maybe you’re the Skittles generation. “Be quirky target socially active, urban educated type vs problem to be solved.” Breathsavers, Tic Tac, and Certs owned the market. Altoids a small player. This creative approach was strategic first. But the viewer doesn’t know that.\n\n\n
  • Why did Jet Blue move from talking about the specific features (no one cared) and turn to a deprivation approach? The creators know. You have to understand the marketing objectives, audience, consumer, competition, distribution, strategy, and finally THE ELEMENTS OF ADVERTISING CREATIVE before you can generate creative solutions.\n
  • Let’s start here: Answer this question. Why?\n
  • What did Shackleton want. Why was this ad successful. Product? Benefit? Type of person? Motivation? Relevance. \n
  • All advertising in one way or another has action as its purpose.\n
  • Though action can mean or be many things.\n
  • The simple role of creativity?\n
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  • MB wants you to buy, or consider its vans because of the flexible seat configuration. A powerful reason conveyed creatively. We advertising to introduce a new feature as it may be a compelling reason to buy.\n
  • Samsonite wants you to buy its suitcase because of its durability. We advertising to convey a product attribute: action? Brand preference. Awareness. Consideration. Trigger at point of purchase. \n
  • The Economist wants you to read its magazine because it will make you more successful. We advertise to express superiority or make a brand a club you want to join. Action? Read. \n
  • Wonderbra wants you to buy its product because it makes you look better. We advertise to sell the benefits of a product, even if they are exaggerated. And we might do it to parody or leverage pop culture, in this case advertising. Action? \n
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  • Benetton wants you to shop there because of their beliefs. We advertising to share a belief we hope will connect with our audience and motivate participation and brand preference, or simply feeling good about the brand. \n
  • The Gay Lesbian Straight Education Network wants you to stop using offensive language. We advertise to affect behavioral change and get people to think and act different.\n
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  • We, as a creators, should aspire to.....\n
  • Very old campaign from Nike and Wieden encouraging girls to play sports and for parents and educators to support them.\n
  • It starts or extends conversations that matter.\n
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  • It’s filled with cool, young, creative, eager, hard-working people who support each other and do other stuff I can’t mention here.\n
  • It takes place in very awesome environments. Here is Mullen’s What If video.\n
  • But most advertising sucks. It insults, interrupts and intrudes on our lives.\n
  • Are you kidding me?\n
  • A great quote from a smart agency CEO.\n
  • Why is so much of it so bad? A lot of reasons why. But one reason is it is freaking hard to make great work. You will discover that to do stuff that is really fresh, original, relevant, that leverages current media and consumer behavior, that actually matters, is time consuming, challenging, and frustrating.\n
  • What does most advertising do? Well this is its purpose.\n
  • Not bad. Tells you their espresso is less than Starbucks.\n
  • Was all over the Olympics. Under 400 calories. We now know that McDonald’s has food under 400 calories. Reason to buy?\n
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  • Ben and Jerry’s. Purpose, mission, ethics, quality, integrity. Will that make you buy? Maybe. At least it will help you feel good about your purchases.\n
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  • But when it is magical and inspirational, you want it. Interestingly, the best ad of the year was not done by an ad agency.\nCAA.\n
  • Don’t settle for less.\n
  • It’s good to know something about the past.\n
  • There were few media outlets, less competition and consumers had to endure messages to enjoy any content. (A little of this goes on today, too.P\n
  • Message, money, media.\n
  • Remember Darryl? From Bewitched? Probably not if you’re only 20.\n
  • We bought attention.\n
  • Ads looked and read like this. Egads.\n
  • The environment changed after WWII. The industrial revolution in full swing.\n
  • Bill Bernbach, still the most influential creative in the history of the industry. His writings remain relevant today.\n
  • Bernach and his agency DDB changed everything.\n
  • Avis admitted to being number 2.\n
  • VW employed a voice never heard before.\n
  • Other agencies got on board. Scali, McCabe, Sloves, for one.\n
  • But let’s fast forward\n
  • Skip over web 1.0, all about being accessible, to web 2.0. Web 2.0 is a concept that takes the network as a platform for information sharing, interoperability, user-centered design,[1] and collaboration on the World Wide Web. A Web 2.0 site allows users to interact and collaborate with each other in a social media dialogue as creators (prosumers) of user-generated content in a virtual community, in contrast to websites where users (consumers) are limited to the passive viewing of content that was created for them. Examples of Web 2.0 include social networking sites, blogs, wikis, video sharing sites, hosted services, web applications, mashups and folksonomies.\n
  • Do we even need creativity?\n
  • Data is one way to market successfully. We know so much about the user we can structure different prices for them, especially online.\n
  • I think yes. Even if the consumer is less in control than he or she thinks....\n
  • We can earn attention, participation, loyalty and employ the consumer to help spread the word.\n
  • Old Spice. Entertaining.\n
  • Inclusive.\n
  • Uniqlo, leverages participation.\n
  • Nike Chalkbot gives people a voice.\n
  • Google lets you customize.\n
  • Mont Blanc crowdsources.\n
  • And Amex and CP&B create an entire movement in the name of advertising.\n
  • What do all of these creative ideas have in common? Discuss.\n
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  • We still need the traditional stuff. Even Google...\n
  • and Apple, arguably two of the more innovative web 2.0 brands, use it.\n
  • So, how do we learn to make good ideas?\n
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  • We need skills, too. Beyond pure, raw creative talent, which by the way can be developed. You are born creative, after all.\n
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  • Let’s make some stuff.\n
  • What is a good ad. Develop taste and judgment. Ability to differentiate good from bad, great from good. On target from magical and worthy of telling everyone.\n
  • What is a good ad. Develop taste and judgment. Ability to differentiate good from bad, great from good. On target from magical and worthy of telling everyone.\n
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  • Introduction to Fundamentals of Creative Development

    1. 2/28 Fundamentals of Creative Development
    2. Why do we advertise?
    3. To call people to action
    4. know, consider, buy, like, share, interact,go, change, believe, vote, try, click
    5. What is the role of creativity?
    6. Attract your attentionOvercome indifferenceGet you to careInvite your participation
    7. ‘fag.got (fag t) 1. there was e a time when the word “faggot” meant a bundle of sticks. but then people started using it in an insulting, offensive way and things changed. so when you say things like “homo,” “dyke” and “that’s so gay” try- ing to be funny, remember, you may actually be hurting someone. 2. so please, knock it off. 3. get more information at ThinkB4YouSpeak.com
    8. Are these ads the same or different?
    9. ‘fag.got (fag t) 1. there was e a time when the word “faggot” meant a bundle of sticks. but then people started using it in an insulting, offensive way and things changed. so when you say things like “homo,” “dyke” and “that’s so gay” try- ing to be funny, remember, you may actually be hurting someone. 2. so please, knock it off. 3. get more information at ThinkB4YouSpeak.com
    10. Demonstrates Conveys benefit ‘ fag.got (fag t) 1. there was e a time when the word “faggot” meant a bundle of sticks. but then people started using it in an insulting, offensive way and things changed. so when you say things like “homo,” “dyke” and “that’s so gay” try- ing to be funny, remember, you may actually be hurting someone. 2. so please, knock it off. 3. get more information at ThinkB4YouSpeak.comInforms Expresses beliefs Educates
    11. What do all of these ideas have incommon?
    12. They share characteristics that makethem “creative”.
    13. OriginalUnexpectedInvite you inEntertain firstProvokeAvoid clicheVisually arrestingFun
    14. Advertising can be inspirational andcreative.
    15. It can make the world a better place.
    16. It can lighten your day.
    17. It can approach art.
    18. It can change our perspective.
    19. It can celebrate life.
    20. Advertising can be the most awesomebusiness in the world.
    21. And then there’s this.........
    22. Advertising interrupts an interesting storywith a less interesting story. Daniel Stein
    23. Good advertising can tell you what aproduct does and why you should buy it.
    24. But only great advertising entices you toseek it out, pass it on, and actually care.
    25. We aspire to making great advertising.Even if it takes a long time to get there.
    26. Part two
    27. A quick history lesson.
    28. Once upon a time we could get awaywith crap.
    29. We didn’t really need creative.
    30. Writer, art director, message, paidmedia, bought attention.
    31. Post WWII, more competition, choices,imports, options. Creativity became acompetitive advantage.
    32. Bill Bernbach and the creative revolutionchanged the face of advertising.
    33. Text
    34. Data
    35. Creative
    36. Technologist, social specialist, utility,owned media, earned attention.
    37. OriginalUnexpectedInvite you inEntertain firstProvokeAvoid clicheVisually arrestingFun
    38. But many of them are more thanmessages.
    39. ParticipatoryInteractiveUser generatedShareableUsefulEnduringPlatforms
    40. A good idea still matters. It earnsattention, gets remembered, inspiresaction.
    41. A good idea still matters. It earnsattention, gets remembered, inspiresaction.
    42. BTW....
    43. Where do good ideas come from?
    44. StrategyInsightDeep explorationCollisionsVolumeDisciplineCreative standardsRelentlessness
    45. What are the skills we need?
    46. Ability to simplifyWrite clearlyArt and copyDesignTell storiesInventBreak free from conventionExecute
    47. Ready?
    48. A/1What is great?
    49. A/1What is great?Purpose:To help you develop your taste and judgement as to what is great creative.Find one ad that you consider creatively great and one that you think is terrible. They can be magazine ads, billboards (photograph it), online ads,posters. Dont use TV for this exercise. Capture them somehow (digitally or torn out).Prepare to discuss what makes it great or not. What works, what doesnt. Think about what is creative. There are no right answers. This is youropinion.Evaluation:Ability to express yourself and argue in favor of your position. 

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