Part II
Creative thinking - a little bit of
theory
Appliedcreativity - casework

What is creativity all about?
• Iseverybodycreative? Does creativity happen
spontaneously?
• How do yourecognizecreativepeople?
Whatmakessomeonecreative?
• Cancreativitybelearned?

Conclusion….

Why are (a lot of) humans not creative?
1. Humanstend to think in patterns and
structures

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

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?”

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

Left / right problems
Example: Stroop test

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!

Pilars of the creative proces
Knowledge
Intrinsic
Guts motivation
Creative techniques

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?

The 9-dots problem.
Without lifting your pencil, draw four straight lines that
connect all 9 dots.

Creative communication
- Commercial advertising

Creative communication
- Non profit advertising

And now…. Action!
Groups of three students
Think about a solution for a case
Rules of brainstorming?

Warm-up
Define amount of
ideas
Have a dead-line:
10 minutes
Post the rules

1.No Criticism
2.Go for quantity
3.Crazy ideas are welcome
4.Build on others ideas
Post the rules

Yes, but
Yes, and

Write down
everything

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?

?
Diverge
Converge

Questions?