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How Mindscapes training can boost creativity in advertising

How Mindscapes training can boost creativity in advertising

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  • 1. Creativity boosting tools
  • 2. Yonathan Dominitz Presented by
  • 3. What is a Creative Thinking Tool?
  • 4. Where do they come from?
  • 5. Do they really work?
  • 6. How can it help boosting creativity?
  • 7. Where do these tools come from?
  • 8. Awarded creative ideas Common thinking patterns
  • 9. Mindscapes Analysis of Cannes Lions winners 2009 : Categories: Titanium & Integrated, Promo, Direct ,PR 81% Following one of 6 Mindscapes patterns 66% Mindscapes patterns
  • 10. Mindscapes Analysis of Cannes Lions winners 2009 : Among Grand Prix and gold lions: Categories: Titanium & Integrated, Promo, Direct ,PR 81% Mindscapes patterns
  • 11. What is a Mindscapes creative thinking tool?
  • 12. Nelka- Costa Rica
  • 13. Attract foreign tourists The client's Brief:
  • 14. Small budget The problem:
  • 15. Instead, address Local drivers idea:
  • 16. Drivers complain about the bad conditions of the roads The Insight:
  • 17. launch an anonymous website www.costaricaholes.com phase I:
  • 18. Phase I www.costaricaholes.com
  • 19. Phase II- the branding of the blog
  • 20. 100% of fleet rented 95% of renters were local Results:
  • 21. MTV Australia
  • 22. The task: Attract new young subscribers
  • 23. youth mistrust advertising The problem:
  • 24. The challenge: Advertising Which doesn’t look like Advertising?
  • 25. Snoop Dogg
  • 26. Results: X 3 more new subscribers.
  • 27. Indian man see the stubbled look as cool and rugged The problem:
  • 28. Address this barrier The opportunity:
  • 29. Indians love to debate The Insight:
  • 30. The majority of Indian woman prefer shaven man
  • 31. Results: 38% increase in sales 35% increase in market share
  • 32. Pattern? + +
  • 33. Fight For a Cause
  • 34. Brand Cause
  • 35. causeSocial media Mobile Blogs OOH
  • 36. sympathy Brand Cause awareness
  • 37. First creative step: Create the cause
  • 38. How?
  • 39. Insights!
  • 40. Serious or humoristic
  • 41. consensus or controversial
  • 42. Real or fictitious
  • 43. Insights + brand + target
  • 44. 16 creative thinking tools
  • 45. 2 days 8 different tools Practiced on real briefs
  • 46. Does it really work?
  • 47. Thank you and…
  • 48. have fun creating new great ideas!
  • 49. www.themindscapes.com