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Fys Meeting 1 On Creativity
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Fys Meeting 1 On Creativity


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Workshop on finding a solutioin for a communication case. Focus on creativity / creative thinking.

Workshop on finding a solutioin for a communication case. Focus on creativity / creative thinking.

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  • 1. Part II Creative thinking - a little bit of theory Appliedcreativity - casework
  • 2. What is creativity all about? • Iseverybodycreative? Does creativity happen spontaneously? • How do yourecognizecreativepeople? Whatmakessomeonecreative? • Cancreativitybelearned?
  • 3. Conclusion….
  • 4. Why are (a lot of) humans not creative? 1. Humanstend to think in patterns and structures
  • 5. Why are (a lot of) humans not creative? 2. Humanstend to grow up – It is hard foradults to create a phantasieworld. – Errorsare notallowed – Humans are trained in logical thinking / reasoning. Humans are trained in findingsolutions
  • 6. Functions associated with hemispheric dominance include: Left Brain Characteristics Follows a logical pattern Is objective Views time chronologically, hour by hour, day by day Sees things as true or false, black or white Seeks details Holds short-term memory Thinks critically, perhaps negatively, asks “why?”
  • 7. Right Brain Characteristics • Follows intuitive hunches • Creates patterns, without following a step-by-step process • Is subjective • Views time in a total sense—a lifetime, a career, a project • Sees the “whole” rather than the details • Thinks positively, unconstrained by preconceived ideas • Asks “why not?” and breaks rules
  • 8. Left / right problems Example: Stroop test
  • 9. But… how to become creative? 1. Expertise. Most distinctivecharacteristic of top chessplayers is knowlegde of the game. 2. Creativepeoplethink different. • Learn to diverge and converge • Combine playfullness and discipline • Combine passionwithobjectivity • Problems are fun!
  • 10. Pilars of the creative proces Knowledge Intrinsic Guts motivation Creative techniques
  • 11. Reformulateproblems: three cases… How to promoteonly allowed with lights on Parking short parking? How toEen headset of two kilo will be used develop a phone box that only for short calls? How do we prevent littering?
  • 12. The 9-dots problem. Without lifting your pencil, draw four straight lines that connect all 9 dots.
  • 13. Creative communication - Commercial advertising
  • 14. Creative communication - Non profit advertising
  • 15. And now…. Action! Groups of three students Think about a solution for a case Rules of brainstorming?
  • 16. Warm-up Define amount of ideas Have a dead-line: 10 minutes Post the rules
  • 17. 1.No Criticism 2.Go for quantity 3.Crazy ideas are welcome 4.Build on others ideas Post the rules
  • 18. Yes, but Yes, and
  • 19. Write down everything
  • 20. Case study – design a responsible drinking campaign Client: The Portman Group (Britain’s alcohol industry watchdog and campaigning body against the misuse of alcohol) Target audience: 18 – 25 year old females Briefing: The young female market is often overlooked when it comes to responsible drinking messages. Research suggests, however, that it is a key group to target. The briefing is to attempt to draw attention to the ill effects of excessive alcohol conumption in such a way that it did not appear top- down (from authorities) or to be preaching in any way. Design a campaign. How would you approach this assignment?
  • 21. ? Diverge Converge
  • 22. Questions?