Is there an idea in what happens with the product?
PRODUCT BENEFITS 2
Is there an idea in what happens without the product?
“The Economist magazine stands
out as one of the most professional
and comprehensive newspapers in
It is firmly established as one of the
world’s most authoritative and
influential publications. The
Economist is read by more of the
world’s political and business
leaders than any other newspaper.
PRODUCT BENEFITS 3
Is there an idea in what happens with and without the product?
AD MEDIUM OR PLACEMENT
Is there an idea in where the ad will run?
300% Brighter Than Regular Headlights
Is there an idea in how the ad is executed?
“The space above was
filled meticulously line
by line, with a single ink
refill in the PARKER X,
the pen that writes for
10km non stop… and we
could go on, but we’ve
run out of space.”
Comedy Central is an American basic cable and satellite television channel that carries
comedy programming, in the form of both original and syndicated series and stand-up
comedy specials, as well as feature films.
The channel is owned by Viacom Media Networks Entertainment Group.
Is there an idea in photographic visual execution styles?
Tilt-shift photography is a creative and unique type of photography in which the camera is
manipulated so that a life-sized location or subject looks like a miniature-scale model.
ICONIC PHOTO COMPOSITION OF A
THE HUNTING LION
Could the idea be in popular culture elements we all know of?
THERE ARE 1001 PLACES TO GET IDEAS :
• Creative Ideas can come from everywhere and
• It is a constant process of merging the
proposition with unrelated concepts
• It is to exploit the interconnections between
two disparate concepts
I N T H E S A M E C H A P T E R , R E A D T O
K N O W M O R E A B O U T:
How to get better ideas
• Doing things differently
• Think about something else
• The white paper
• Interrogate the product
How to know when your ideas are great
• Completing the circle