Your SlideShare is downloading. ×
Fys Meeting 1 On Creativity
Upcoming SlideShare
Loading in...5

Thanks for flagging this SlideShare!

Oops! An error has occurred.

Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Fys Meeting 1 On Creativity


Published on

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.

  • Be the first to comment

  • Be the first to like this

No Downloads
Total Views
On Slideshare
From Embeds
Number of Embeds
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

No notes for slide


  • 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?