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Prezentare Razvan Capanescu


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Prezentarea lui Razvan Capanescu de la Olimpiadele Comunicarii

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Prezentare Razvan Capanescu

  1. 1. “ How do creatives get their inspiration?” by Razvan Capanescu
  2. 2. How do they get it usually <ul><li>Ad magazines </li></ul><ul><li>Ad books </li></ul><ul><li>Award-show books </li></ul>
  3. 3. How do they get it usually <ul><li>…and that’s why so many commercials look alike or have similar messages. </li></ul>
  4. 4. How do they better get it <ul><li>Real Life </li></ul>
  5. 5. Reliable sources <ul><li>Open markets, stadiums, supermarkets, street culture, fancy restaurants, fast food, clubs, discos, unpleasant neighbor from second floor, grand mother, subway… </li></ul><ul><li>You have to play like an undercover detective, listening and observing how people really interact with brands. </li></ul>
  6. 6. Examples from Agencies <ul><li>Leo Burnett Canada – “Inspire Me day” </li></ul><ul><li>Ogilvy Worldwide – “Obsessions” </li></ul>
  7. 7. How do they should value it… <ul><li>Coming up with new ideas is relatively easy. It's figuring out which of those ideas we should pursue that's tough. </li></ul><ul><li>All the effort of getting inspired and then exorcize creativity within you is not enough. If is not exploited properly, even a brilliant idea can face a dead end. Therefore… </li></ul>
  8. 8. Use a struct or … <ul><li>The extractor (example: “Adcept”) </li></ul><ul><li>The evaluator (example: “The 5 stars system”) </li></ul>
  9. 9. “Adcept” (ad + concepts)
  10. 10. “ The 5 stars system” © <ul><li>1 Fresh & breakthrough idea ***** </li></ul><ul><li>attention grabbing elements (impact – layout, copy) </li></ul><ul><li>memorable idea (conceptual speaking) </li></ul><ul><li>originality </li></ul><ul><li>2 Eloquent communication & branding ***** </li></ul><ul><li>Sense -> in line with the brand essence and vision </li></ul><ul><li>Structure -> clear and witty message, simple story, visible but clever branding, message adaptation to media vehicle </li></ul>
  11. 11. “The 5 stars system” © <ul><li>3 Relevance ***** </li></ul><ul><li>specific insight about brand and consumer </li></ul><ul><li>interesting differentiator </li></ul><ul><li>4 Charisma ***** </li></ul><ul><li>immediate empathy </li></ul><ul><li>can support heavy exposure without boring the viewer </li></ul><ul><li>5 Production values ***** </li></ul><ul><li>state-of-the-art execution </li></ul><ul><li>surprising alternative media </li></ul><ul><li>A creative piece of work has to obtain at least 3 stars in order to be consider as “good” </li></ul>