Great creative

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A little model for great creative – now with 25% more slides than the original

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Great creative

  1. 1. Being mega creative is easy peasy Japanesy
  2. 2. So easy a child could do it
  3. 3. Come to think of it, children do do it (Like my daughter)
  4. 4. Children are the most creative people around
  5. 5. (After Jimmy Carr’s accountant)
  6. 6. So embrace your inner child – and PowerPoint – and follow these 3 steps
  7. 7. 1. Be simple yet surprising
  8. 8. 1. Be simple yet surprising 2. Tell a compelling, emotive story
  9. 9. 1. Be simple yet surprising 2. Tell a compelling, emotive story 3. Apply ICE (insight, concept, execution)
  10. 10. 1. Simple yet surprising
  11. 11. Lots of creative work is simple but not surprising
  12. 12. Lots of creative work is simple but not surprising Lots more is surprising but not simple
  13. 13. The creative challenge: do both Something simple, immediate and easy to understand Yet new, fresh and surprising
  14. 14. 2. Tell a compelling, emotive story
  15. 15. Like the John Lewis Christmas TV ad
  16. 16. – Compelling – Because we want to persuade our audience to do something
  17. 17. So involve them, persuade them and use psychology (Like a Derren Brown show)
  18. 18. – Emotive – Emotional experiences make more of an impression and are better remembered
  19. 19. Like your childhood memories – it’s the emotional experiences that you recall most easily (Cue another daughter pic)
  20. 20. – Storytelling – Stories have always been a powerful, engaging way to pass on knowledge and communicate
  21. 21. Novels, films, TV, anecdotes, gossip mags, blogs, tweets and true stories – we love consuming content in story-form
  22. 22. But it’s important to do all three – compelling & emotive & story Not just one or two
  23. 23. Just a compelling story? A BBC documentary
  24. 24. Great content, but not very moving… so not very memorable (sorry, bloke from Bang Goes The Theory)
  25. 25. Just a story that’s emotive? A blockbuster movie
  26. 26. Gripping, moving, but it’s not going to persuade you to do anything
  27. 27. But it is really sad when Bruce Willis dies, isn’t it? (Sorry, spoiler alert)
  28. 28. Just emotive and compelling? A Bjork music video
  29. 29. Without a story, you won’t be able to pass it on to someone else
  30. 30. PS One way to tell compelling, emotive stories: engage your audience’s head, heart and hand
  31. 31. 3. Insight, concept, execution
  32. 32. The ‘creative process’ can be split into three – just look at Toy Story
  33. 33. – Insight – The innovative thought behind the whole thing Eg What if toys come to life when their owners aren’t around?
  34. 34. – Concept – Brings the thought to life Eg The plot of Toy Story, characters like Buzz Lightyear
  35. 35. – Execution – The craft skill that polishes the concept Eg The particular choice of animation used in Toy Story
  36. 36. Oh, and remember those bizarrely named ‘hygiene factors’ –
  37. 37. Great creative is on brief and on brand And right for the audience and medium
  38. 38. And that’s it Like we said at the start – easy peasy Japanesy
  39. 39. 1. Be simple yet surprising 2. Tell a compelling, emotive story 3. Apply ICE (insight, concept, execution)
  40. 40. And Congratumalations – you’re a creative genius (Or a small child)

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