Triggers to create a concept
22 triggers
By Rayn Howayek
I- Without words
• How could the USP be depicted without
words? How can the benefit be portrayed in
one picture?
Without words
Without words
Without words
Without words
Without words
II- Mixing and Matching
• How can the product be combined with
something else in order to make the USP
dearer?
Mixing and Matching
Mixing and Matching
Mixing and Matching
III- Comparative Juxtaposition
• How can the benefit be communicated by
comparing the product with something from a
comple...
Comparative Juxtaposition
Comparative Juxtaposition
Comparative Juxtaposition
Comparative Juxtaposition
Comparative Juxtaposition
VI- Repetition and Accumulation
• How can the product benefit be emphasized
by repetition?
Repetition and Accumulation
Repetition and Accumulation
Repetition and Accumulation
Repetition and Accumulation
Repetition and Accumulation
Repetition and Accumulation
Repetition and Accumulation
Repetition and Accumulation
Repetition and Accumulation
Repetition and Accumulation
Repetition and Accumulation
Repetition and Accumulation
V- Exaggeration
• What exaggeration (biggerm longer heavier
thicker smaller shorter flatter, etc.) could
represent the ben...
Exaggeration
Exaggeration
Exaggeration
Exaggeration
Exaggeration
Exaggeration
VI- Turn it Right Around
• How can the benefit be depicted by inverting
something familiar into its opposite? Convert
the ...
Turn it Right Around
Turn it Right Around
Turn it Right Around
Turn it Right Around
VII- Omission and suggestion
• What could replace the product? Who or what
could take its place in order to focus on the
U...
Omission and suggestion
Omission and suggestion
Omission and suggestion
Omission and suggestion
Omission and suggestion
VIII- Paradoxes and optical illusions
• How can a paradoxical or contradictory
statement emphasize the benefit of a produc...
Paradoxes and optical illusions
Paradoxes and optical illusions
Paradoxes and optical illusions
Paradoxes and optical illusions
IX- Provocation and shock tactics
• How can the product or its benefit be
depicted provocatively? What could no one
dare t...
Provocation and shock tactics
Provocation and shock tactics
Provocation and shock tactics
Provocation and shock tactics
X- Playing with time
• What effect does time have on the product?
How will the product change the user’s
future?
Playing with time
Playing with time
Playing with time
Playing with time
XI- Spoof and parodies
• What opportunities for spoofing (Legends,
fairy tales, movies, TV shows, etc.) or parody
(clichés...
Spoof and parodies
Spoof and parodies
Spoof and parodies
Spoof and parodies
XII- Symbols and signs
• How can the product benefit be represented
more simply by symbols or signs?
Symbols and signs
Symbols and signs
Symbols and signs
Symbols and signs
XIII- Telling Stories
• Which of the following dramatic styles would
be best for presenting the product benefit
(Horror, t...
Telling Stories
Telling Stories
Telling Stories
XIV- Absurd, surreal, bizarre
• What is the most surreal or absurd idea that
would put the brand or benefit centre-stage?
Absurd, surreal, bizarre
Absurd, surreal, bizarre
Absurd, surreal, bizarre
XV- Take it Literally
• What ideas or statements about the product
can be taken literally in order to generate
witty or sa...
Take it Literally
Take it Literally
Take it Literally
XVI- Change the product
• How could the product be depicted differently
to best communicate its benefit? Change its
shape?...
Change the product
Change the product
XVII- Alternative uses
• What unorthodox ways of using the product
would give a striking demonstration of its
USP?
Alternative uses
Alternative uses
XVIII- Double meanings
• What verbal ambiguities emerge from the
brief? (Obscene, sexually suggestive,
provocative, playfu...
Double meanings
Double meanings
Double meanings
XIX- In the beginning was the word
• What sayings or proverbs does the product or
its USP make you think of? How would oth...
In the beginning was the word
XX- Reframing
• Is there another context within which the
product would be surprising?
Reframing
Reframing
XXI- Metaphor and analogy
• What metaphors or analogies can be found in
nature (technology, etc.) that will represent
the ...
Metaphor and analogy
Metaphor and analogy
Metaphor and analogy
Metaphor and analogy
Metaphor and analogy
Metaphor and analogy
Metaphor and analogy
XXII- Alternative media
• How can an outdoor site be used in a fun to
attract and involve the attention of passersby? What...
Alternative media
Alternative media
Alternative media
Alternative media
Alternative media
Alternative media
Alternative media
Alternative media
Alternative media
Alternative media
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Triggers to create a concept rayn howayek

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Triggers to create a concept rayn howayek

  1. 1. Triggers to create a concept 22 triggers By Rayn Howayek
  2. 2. I- Without words • How could the USP be depicted without words? How can the benefit be portrayed in one picture?
  3. 3. Without words
  4. 4. Without words
  5. 5. Without words
  6. 6. Without words
  7. 7. Without words
  8. 8. II- Mixing and Matching • How can the product be combined with something else in order to make the USP dearer?
  9. 9. Mixing and Matching
  10. 10. Mixing and Matching
  11. 11. Mixing and Matching
  12. 12. III- Comparative Juxtaposition • How can the benefit be communicated by comparing the product with something from a completely unrelated context?
  13. 13. Comparative Juxtaposition
  14. 14. Comparative Juxtaposition
  15. 15. Comparative Juxtaposition
  16. 16. Comparative Juxtaposition
  17. 17. Comparative Juxtaposition
  18. 18. VI- Repetition and Accumulation • How can the product benefit be emphasized by repetition?
  19. 19. Repetition and Accumulation
  20. 20. Repetition and Accumulation
  21. 21. Repetition and Accumulation
  22. 22. Repetition and Accumulation
  23. 23. Repetition and Accumulation
  24. 24. Repetition and Accumulation
  25. 25. Repetition and Accumulation
  26. 26. Repetition and Accumulation
  27. 27. Repetition and Accumulation
  28. 28. Repetition and Accumulation
  29. 29. Repetition and Accumulation
  30. 30. Repetition and Accumulation
  31. 31. V- Exaggeration • What exaggeration (biggerm longer heavier thicker smaller shorter flatter, etc.) could represent the benefit more forcefully?
  32. 32. Exaggeration
  33. 33. Exaggeration
  34. 34. Exaggeration
  35. 35. Exaggeration
  36. 36. Exaggeration
  37. 37. Exaggeration
  38. 38. VI- Turn it Right Around • How can the benefit be depicted by inverting something familiar into its opposite? Convert the benefit into a disadvantage; show the negative instead of the positive, reverse roles. And change the perspective.
  39. 39. Turn it Right Around
  40. 40. Turn it Right Around
  41. 41. Turn it Right Around
  42. 42. Turn it Right Around
  43. 43. VII- Omission and suggestion • What could replace the product? Who or what could take its place in order to focus on the USP.
  44. 44. Omission and suggestion
  45. 45. Omission and suggestion
  46. 46. Omission and suggestion
  47. 47. Omission and suggestion
  48. 48. Omission and suggestion
  49. 49. VIII- Paradoxes and optical illusions • How can a paradoxical or contradictory statement emphasize the benefit of a product
  50. 50. Paradoxes and optical illusions
  51. 51. Paradoxes and optical illusions
  52. 52. Paradoxes and optical illusions
  53. 53. Paradoxes and optical illusions
  54. 54. IX- Provocation and shock tactics • How can the product or its benefit be depicted provocatively? What could no one dare to say about the product?
  55. 55. Provocation and shock tactics
  56. 56. Provocation and shock tactics
  57. 57. Provocation and shock tactics
  58. 58. Provocation and shock tactics
  59. 59. X- Playing with time • What effect does time have on the product? How will the product change the user’s future?
  60. 60. Playing with time
  61. 61. Playing with time
  62. 62. Playing with time
  63. 63. Playing with time
  64. 64. XI- Spoof and parodies • What opportunities for spoofing (Legends, fairy tales, movies, TV shows, etc.) or parody (clichés, stereotypes, etc.) does the product offer?
  65. 65. Spoof and parodies
  66. 66. Spoof and parodies
  67. 67. Spoof and parodies
  68. 68. Spoof and parodies
  69. 69. XII- Symbols and signs • How can the product benefit be represented more simply by symbols or signs?
  70. 70. Symbols and signs
  71. 71. Symbols and signs
  72. 72. Symbols and signs
  73. 73. Symbols and signs
  74. 74. XIII- Telling Stories • Which of the following dramatic styles would be best for presenting the product benefit (Horror, thriller, adventure, Comedy, action, soap, opera, etc.)
  75. 75. Telling Stories
  76. 76. Telling Stories
  77. 77. Telling Stories
  78. 78. XIV- Absurd, surreal, bizarre • What is the most surreal or absurd idea that would put the brand or benefit centre-stage?
  79. 79. Absurd, surreal, bizarre
  80. 80. Absurd, surreal, bizarre
  81. 81. Absurd, surreal, bizarre
  82. 82. XV- Take it Literally • What ideas or statements about the product can be taken literally in order to generate witty or satirical visual images?
  83. 83. Take it Literally
  84. 84. Take it Literally
  85. 85. Take it Literally
  86. 86. XVI- Change the product • How could the product be depicted differently to best communicate its benefit? Change its shape? Change its use? Change its location? Alter the way it looks, moves, sounds, smells?
  87. 87. Change the product
  88. 88. Change the product
  89. 89. XVII- Alternative uses • What unorthodox ways of using the product would give a striking demonstration of its USP?
  90. 90. Alternative uses
  91. 91. Alternative uses
  92. 92. XVIII- Double meanings • What verbal ambiguities emerge from the brief? (Obscene, sexually suggestive, provocative, playful, witty, etc)
  93. 93. Double meanings
  94. 94. Double meanings
  95. 95. Double meanings
  96. 96. XIX- In the beginning was the word • What sayings or proverbs does the product or its USP make you think of? How would others describe the product or its USP? (Your grandparents, politicians, housewives, etc) Listen to everyday talk (jargon, dialect, slang, etc.). What contradictions do descriptions of the product provoke? (Eloquent silence, bittersweet, la force tranquille)
  97. 97. In the beginning was the word
  98. 98. XX- Reframing • Is there another context within which the product would be surprising?
  99. 99. Reframing
  100. 100. Reframing
  101. 101. XXI- Metaphor and analogy • What metaphors or analogies can be found in nature (technology, etc.) that will represent the brand or the benefit at a glance?
  102. 102. Metaphor and analogy
  103. 103. Metaphor and analogy
  104. 104. Metaphor and analogy
  105. 105. Metaphor and analogy
  106. 106. Metaphor and analogy
  107. 107. Metaphor and analogy
  108. 108. Metaphor and analogy
  109. 109. XXII- Alternative media • How can an outdoor site be used in a fun to attract and involve the attention of passersby? What familiar places or objects can you use for you AD to attract in a provocative way?
  110. 110. Alternative media
  111. 111. Alternative media
  112. 112. Alternative media
  113. 113. Alternative media
  114. 114. Alternative media
  115. 115. Alternative media
  116. 116. Alternative media
  117. 117. Alternative media
  118. 118. Alternative media
  119. 119. Alternative media

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