25/28        Three kinds of advertising             creative ideas               CM417 / Fundamentals of Creative Developm...
What is a creative IDEA?
There are BIG ideas
There are BIG ideas          --they are creative         --they are enduring  --they extend beyond advertising        --th...
Red Bull Gives You Wings--tagline, mission, call to action, advertising, content, events
IBM Smarter Planet--program, data, content, support, education, utility, advertising
Prudential Day One Stories--education, community, content, information, advertising
Day One--change, anxiety, interests, passion, health, life,       longevity, family, understanding
There are CAMPAIGN ideas
There are CAMPAIGN ideas          --they are creative --they are unified by a “concept”     --they leap off the strategy  ...
There are ADVERTISING ideas           --they are creative      --they are fresh and original        --they don’t feel fami...
CreativePrudential Day One: Droga 5 Ragu: Barton F. Graf 9000   Illiteracy: DDB, Paris
What do they have in common?
Three Kinds of Creative Ideas
Three Kinds of Creative Ideas
Three Kinds of Creative Ideas
Three Kinds of Creative Ideas
Three Kinds of Creative Ideas
Three Kinds of Creative Ideas
Three Kinds of Creative Ideas
Three Kinds of Creative Ideas
Three Kinds of Creative Ideas
Three Kinds of Creative Ideas
Three Kinds of Creative Ideas
Three Kinds of Creative Ideas
Three Kinds of Creative Ideas
Three Kinds of Creative Ideas
Three Kinds of Creative Ideas
Three Kinds of Creative Ideas
Three Kinds of Creative Ideas
Three Kinds of Creative Ideas
Three Kinds of Creative Ideas
Three Kinds of Creative Ideas
Upcoming SlideShare
Loading in …5
×

Three Kinds of Creative Ideas

9,718 views

Published on

Lecture and discussion about different kinds of creative ideas.

Published in: Business, Technology

Three Kinds of Creative Ideas

  1. 25/28 Three kinds of advertising creative ideas CM417 / Fundamentals of Creative Development Tu. April 23, 2013 Professor Edward Boches
  2. What is a creative IDEA?
  3. There are BIG ideas
  4. There are BIG ideas --they are creative --they are enduring --they extend beyond advertising --they define a brand--they offer value, not just messages
  5. Red Bull Gives You Wings--tagline, mission, call to action, advertising, content, events
  6. IBM Smarter Planet--program, data, content, support, education, utility, advertising
  7. Prudential Day One Stories--education, community, content, information, advertising
  8. Day One--change, anxiety, interests, passion, health, life, longevity, family, understanding
  9. There are CAMPAIGN ideas
  10. There are CAMPAIGN ideas --they are creative --they are unified by a “concept” --they leap off the strategy --they are brilliantly executed --they pay attention to detail --they are memorable
  11. There are ADVERTISING ideas --they are creative --they are fresh and original --they don’t feel familiar --they look at a problem differently --they involve you --they have an “aha”
  12. CreativePrudential Day One: Droga 5 Ragu: Barton F. Graf 9000 Illiteracy: DDB, Paris
  13. What do they have in common?

×