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Three Kinds of Creative Ideas
 

Three Kinds of Creative Ideas

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Lecture and discussion about different kinds of creative ideas.

Lecture and discussion about different kinds of creative ideas.

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Three Kinds of Creative Ideas Three Kinds of Creative Ideas Presentation Transcript

  • 25/28 Three kinds of advertising creative ideas CM417 / Fundamentals of Creative Development Tu. April 23, 2013 Professor Edward Boches
  • What is a creative IDEA?
  • There are BIG ideas
  • There are BIG ideas --they are creative --they are enduring --they extend beyond advertising --they define a brand--they offer value, not just messages
  • Red Bull Gives You Wings--tagline, mission, call to action, advertising, content, events
  • IBM Smarter Planet--program, data, content, support, education, utility, advertising
  • Prudential Day One Stories--education, community, content, information, advertising
  • Day One--change, anxiety, interests, passion, health, life, longevity, family, understanding
  • There are CAMPAIGN ideas
  • There are CAMPAIGN ideas --they are creative --they are unified by a “concept” --they leap off the strategy --they are brilliantly executed --they pay attention to detail --they are memorable
  • There are ADVERTISING ideas --they are creative --they are fresh and original --they don’t feel familiar --they look at a problem differently --they involve you --they have an “aha”
  • CreativePrudential Day One: Droga 5 Ragu: Barton F. Graf 9000 Illiteracy: DDB, Paris
  • What do they have in common?