Advertising Concepts

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Questions and ideas to get you started on your next big idea with excerpts from Stefan Mumaw's book "Chasing the Monster Idea"

Published in: Education, Technology, Business

Advertising Concepts

  1. 1. CREATIVE STRATEGY IS NO LONGER ABOUT INSPIRING THE CREATION OF ONLY AN AD CONCEPT & STRATEGY © Hunter Territo / Xdesign, Inc - If duplicating please reference appropriately
  2. 2. STOP FORCING MESSAGES… CONCEPT & STRATEGY
  3. 3. START MAKING STUFF PEOPLE WANT TO SEE. CONCEPT & STRATEGY
  4. 4. THE CONCEPT IS THE THE BIG IDEA CONCEPT & STRATEGY
  5. 5. CONCEPT & STRATEGY
  6. 6. FRESH ORIGINAL UNEXPECTED BEAUTIFUL CONCEPT & STRATEGY Source: Edward Boches - EdwardBoches.com
  7. 7. SHAREABLE INTERACTIVE CONTINUOUS CONCEPT & STRATEGY Source: Edward Boches - EdwardBoches.com
  8. 8. “Bring the brand to life by any means necessary for a consumer.” CONCEPT & STRATEGY Source: Luke Sullivan - Hey Whipple Squeeze This
  9. 9. CONCEPT & STRATEGY
  10. 10. CONCEPT & STRATEGY
  11. 11. BEFORE YOU BEGIN MAKE SURE YOUR HAVE A BRIEF CONCEPT & STRATEGY
  12. 12. “You cannot be creative without purpose and restriction. They are the only two requirements for creative thought.” CONCEPT & STRATEGY Source: Stefan Mumaw - Creative Boot Camp
  13. 13. DON’T THINK OF A CONCEPT ONLY IN TERMS OF EXECUTION CONCEPT & STRATEGY
  14. 14. CONCEPT & STRATEGY
  15. 15. DON’T THINK OF A CONCEPT ONLY IN TERMS OF A MEDIUM CONCEPT & STRATEGY
  16. 16. CONCEPT & STRATEGY
  17. 17. “Always adapt the technique to your idea. NEVER adapt your idea to the technique.” CONCEPT & STRATEGY Source: Bill Bernbach
  18. 18. IMAGINE THAT NO MEDIA EXISTS CONCEPT & STRATEGY
  19. 19. THINK IN TERMS OF A ‘TRANSMEDIA NARRATIVE’ CONCEPT & STRATEGY
  20. 20. “Stories presented this way give an immersive experience you can’t get using one medium alone and begin to complement one another forming one overarching narrative.” CONCEPT & STRATEGY Source: Luke Sullivan - Hey Whipple Squeeze This
  21. 21. A FEW TIPS TO GET THE PROCESS STARTED... CONCEPT & STRATEGY
  22. 22. START WITH A PEN AND PAPER CONCEPT & STRATEGY Source: George Lois - Damn Good Advice
  23. 23. ESTABLISH A TONE CONCEPT & STRATEGY
  24. 24. GET OUT ALL THE TERRIBLE IDEAS CONCEPT & STRATEGY
  25. 25. “They [your ideas] may not all be of value, but you’re assured that you’ll never generate original ideas that have value if you’re not willing to generate ideas that don’t.” CONCEPT & STRATEGY Source: Stefan Mumaw - Creative Boot Camp
  26. 26. SHARE YOUR IDEAS CONCEPT & STRATEGY
  27. 27. GET ALL OF THE CLICHES OUT CONCEPT & STRATEGY Source: Luke Sullivan - Hey Whipple Squeeze This
  28. 28. MAKE SURE YOUR IDEAS ARE DO-ABLE CONCEPT & STRATEGY Source: Luke Sullivan - Hey Whipple Squeeze This
  29. 29. CONCEPT & STRATEGY
  30. 30. MAKE SURE YOUR CONCEPT IS ON TARGET WITH YOUR AUDIENCE CONCEPT & STRATEGY Source: Luke Sullivan - Hey Whipple Squeeze This
  31. 31. CONCEPT & STRATEGY BRAND AGENCY
  32. 32. CONCEPT & STRATEGY BRAND AGENCY
  33. 33. NOVELTY + RELEVANCE = CREATIVITY CONCEPT & STRATEGY Source: Stefan Mumaw - Creative Boot Camp
  34. 34. DON’T BE DIFFERENT JUST TO BE DIFFERENT CONCEPT & STRATEGY Source: Luke Sullivan - Hey Whipple Squeeze This
  35. 35. CONCEPT & STRATEGY
  36. 36. CONCEPT & STRATEGY
  37. 37. “Be honest with yourself and stay from irrelevant brilliance.” CONCEPT & STRATEGY Source: Luke Sullivan - Hey Whipple Squeeze This
  38. 38. YOU’RE GOING TO SUCK CONCEPT & STRATEGY Source: Luke Sullivan - Hey Whipple Squeeze This
  39. 39. CONCEPT & STRATEGY
  40. 40. TAKE A STEP BACK CONCEPT & STRATEGY Source: Luke Sullivan - Hey Whipple Squeeze This
  41. 41. WHEN YOU’RE NOT SUCKING DON’T STOP CONCEPT & STRATEGY Source: Luke Sullivan - Hey Whipple Squeeze This
  42. 42. CONCEPT & STRATEGY
  43. 43. ! • Gather information • Digest the info (seek mashups) • Let your subconscious mind work • The birth of the idea • The polish and shaping of the idea ! CONCEPT & STRATEGY ! ! Source: James Webb Young - A Technique for Producing Ideas
  44. 44. ! ! Another way to look at it, “4 I’s”: • Intuition • Information • Incubation • Inspiration ! CONCEPT & STRATEGY ! ! Source: Google Re:Brief
  45. 45. KEEP IT SIMPLE CONCEPT & STRATEGY
  46. 46. YOUR CONCEPT SHOULD WORK AS A SENTENCE CONCEPT & STRATEGY
  47. 47. “Ideas that stick tend to be simple, unexpected, clear, credible, emotional and story driven.” CONCEPT & STRATEGY Source: Stefan Mumaw - Chasing the Monster Idea
  48. 48. CONCEPT & STRATEGY
  49. 49. SIMPLE IS HARD TO MISS AND EASY TO REMEMBER CONCEPT & STRATEGY
  50. 50. “The challenge is no longer coming up with how many ideas to use, it’s coming up with how many things we can do without.” CONCEPT & STRATEGY Source: Google Re:Brief
  51. 51. CONCEPT & STRATEGY
  52. 52. CONCEPT & STRATEGY
  53. 53. “I’m sorry I could not have written a shorter letter, but I didn’t have the time.” CONCEPT & STRATEGY Source: Abraham Lincoln
  54. 54. REDUCE YOUR IDEA TO IT’S SIMPLEST FORM CONCEPT & STRATEGY
  55. 55. “When reviewing your ideas ask yourself if you what you are creating adds something to someone’s life.” CONCEPT & STRATEGY Source: R/GA - Agency’s House Rules
  56. 56. WHAT MAKES GREAT IDEAS GREAT? CONCEPT & STRATEGY
  57. 57. IS IT EMOTIONAL? CONCEPT & STRATEGY Source: Stefan Mumaw - Chasing the Monster Idea
  58. 58. CONCEPT & STRATEGY
  59. 59. DOES IT CREATE AN EXPERIENCE? CONCEPT & STRATEGY Source: Stefan Mumaw - Chasing the Monster Idea
  60. 60. CONCEPT & STRATEGY
  61. 61. CONCEPT & STRATEGY
  62. 62. DOES IT ENTERTAIN? CONCEPT & STRATEGY Source: Stefan Mumaw - Chasing the Monster Idea
  63. 63. CONCEPT & STRATEGY
  64. 64. CONCEPT & STRATEGY
  65. 65. IS IT NOVEL? CONCEPT & STRATEGY Source: Stefan Mumaw - Chasing the Monster Idea
  66. 66. “It’s finding the novelty in what we already find familiar that makes something original and interesting.” CONCEPT & STRATEGY Source: Leo Burnett
  67. 67. CONCEPT & STRATEGY
  68. 68. CONCEPT & STRATEGY
  69. 69. “Creating restaurants or even recipes is like composing music: there are only so many notes in the scale from which all melodies and harmonies are created. The trick is to put those notes together in a way not heard before.” CONCEPT & STRATEGY Source: Danny Meyer: Setting The Table
  70. 70. IS IT AUTHENTIC? CONCEPT & STRATEGY Source: Stefan Mumaw - Chasing the Monster Idea
  71. 71. CONCEPT & STRATEGY Stefan Mumaw: Chasing the Monster Idea
  72. 72. BRAND EVANGELIST VS. STEALTH MARKETERS CONCEPT & STRATEGY Source: Stefan Mumaw - Chasing the Monster Idea
  73. 73. HOW DO YOU FEEL WHEN YOU FIND OUT YOU’VE BEEN LIED TO? CONCEPT & STRATEGY Source: Stefan Mumaw - Chasing the Monster Idea
  74. 74. DOES IT TELL A STORY? CONCEPT & STRATEGY Source: Stefan Mumaw - Chasing the Monster Idea
  75. 75. CONCEPT & STRATEGY
  76. 76. “A really good story has a sense of truth and resonates with some basic universal aspects of being human.” CONCEPT & STRATEGY Source: Chris King - Storytelling Power
  77. 77. DOES IT SCARE YOU? CONCEPT & STRATEGY Source: Stefan Mumaw - Chasing the Monster Idea
  78. 78. WHEN WE WERE YOUNG SUCCESS WAS ACCOMPLISHING SOMETHING NEW CONCEPT & STRATEGY Source: Stefan Mumaw - Chasing the Monster Idea
  79. 79. AS WE GET OLDER SUCCESS BECOMES THE ABSENCE OF FAILURE... CONCEPT & STRATEGY Source: Stefan Mumaw - Chasing the Monster Idea
  80. 80. RATHER THAN THE PRESENCE OF INNOVATION. CONCEPT & STRATEGY Source: Stefan Mumaw - Chasing the Monster Idea
  81. 81. CONCEPT & STRATEGY Stefan Mumaw: Chasing the Monster Idea
  82. 82. YOU HAVE TO BE WILLING TO FAIL CONCEPT & STRATEGY Source: Stefan Mumaw - Chasing the Monster Idea
  83. 83. SMART FAILURE vs. DUMB FAILURE CONCEPT & STRATEGY Source: Stefan Mumaw - Chasing the Monster Idea
  84. 84. “We don’t want fear to debilitate us, but that fear is a sign we are probably on the right track.” CONCEPT & STRATEGY
  85. 85. IMAGINE THE IDEAS YOU COULD PRODUCE IF YOU WEREN’T AFRAID OF THE CONSEQUENCES. CONCEPT & STRATEGY Source: Stefan Mumaw - Creative Boot Camp

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