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

1. Part II
Creative thinking - a little bit of
theory
Appliedcreativity - casework

2. What is creativity all about?
• Iseverybodycreative? Does creativity happen
spontaneously?
• How do yourecognizecreativepeople?
Whatmakessomeonecreative?
• Cancreativitybelearned?

3. Conclusion….

4. Why are (a lot of) humans not creative?
1. Humanstend to think in patterns and
structures

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

8. 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?”

9. 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

10. Left / right problems
Example: Stroop test

11. 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!

12. Pilars of the creative proces
Knowledge
Intrinsic
Guts motivation
Creative techniques

13. 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?

14. The 9-dots problem.
Without lifting your pencil, draw four straight lines that
connect all 9 dots.

17. Creative communication
- Commercial advertising

18. Creative communication
- Non profit advertising

20. And now…. Action!
Groups of three students
Think about a solution for a case
Rules of brainstorming?

21. Warm-up
Define amount of
ideas
Have a dead-line:
10 minutes
Post the rules

22. 1.No Criticism
2.Go for quantity
3.Crazy ideas are welcome
4.Build on others ideas
Post the rules

23. Yes, but
Yes, and

24. Write down
everything

25. 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?

26. ?
Diverge
Converge

27. Questions?