Fys Meeting 1 On Creativity


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Workshop on finding a solutioin for a communication case. Focus on creativity / creative thinking.

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Fys Meeting 1 On Creativity

  1. 1. Part II Creative thinking - a little bit of theory Appliedcreativity - casework
  2. 2. What is creativity all about? • Iseverybodycreative? Does creativity happen spontaneously? • How do yourecognizecreativepeople? Whatmakessomeonecreative? • Cancreativitybelearned?
  3. 3. Conclusion….
  4. 4. Why are (a lot of) humans not creative? 1. Humanstend to think in patterns and structures
  5. 5. Why are (a lot of) humans not creative? 2. Humanstend to grow up – It is hard foradults to create a phantasieworld. – Errorsare notallowed – Humans are trained in logical thinking / reasoning. Humans are trained in findingsolutions
  6. 6. Functions associated with hemispheric dominance include: Left Brain Characteristics Follows a logical pattern Is objective Views time chronologically, hour by hour, day by day Sees things as true or false, black or white Seeks details Holds short-term memory Thinks critically, perhaps negatively, asks “why?”
  7. 7. Right Brain Characteristics • Follows intuitive hunches • Creates patterns, without following a step-by-step process • Is subjective • Views time in a total sense—a lifetime, a career, a project • Sees the “whole” rather than the details • Thinks positively, unconstrained by preconceived ideas • Asks “why not?” and breaks rules
  8. 8. Left / right problems Example: Stroop test
  9. 9. But… how to become creative? 1. Expertise. Most distinctivecharacteristic of top chessplayers is knowlegde of the game. 2. Creativepeoplethink different. • Learn to diverge and converge • Combine playfullness and discipline • Combine passionwithobjectivity • Problems are fun!
  10. 10. Pilars of the creative proces Knowledge Intrinsic Guts motivation Creative techniques
  11. 11. Reformulateproblems: three cases… How to promoteonly allowed with lights on Parking short parking? How toEen headset of two kilo will be used develop a phone box that only for short calls? How do we prevent littering?
  12. 12. The 9-dots problem. Without lifting your pencil, draw four straight lines that connect all 9 dots.
  13. 13. Creative communication - Commercial advertising
  14. 14. Creative communication - Non profit advertising
  15. 15. And now…. Action! Groups of three students Think about a solution for a case Rules of brainstorming?
  16. 16. Warm-up Define amount of ideas Have a dead-line: 10 minutes Post the rules
  17. 17. 1.No Criticism 2.Go for quantity 3.Crazy ideas are welcome 4.Build on others ideas Post the rules
  18. 18. Yes, but Yes, and
  19. 19. Write down everything
  20. 20. Case study – design a responsible drinking campaign Client: The Portman Group (Britain’s alcohol industry watchdog and campaigning body against the misuse of alcohol) Target audience: 18 – 25 year old females Briefing: The young female market is often overlooked when it comes to responsible drinking messages. Research suggests, however, that it is a key group to target. The briefing is to attempt to draw attention to the ill effects of excessive alcohol conumption in such a way that it did not appear top- down (from authorities) or to be preaching in any way. Design a campaign. How would you approach this assignment?
  21. 21. ? Diverge Converge
  22. 22. Questions?