Brainwave is a creative workshop designed to generate integrated campaign ideas through a collaborative process. It aims to help brands develop on-strategy, on-target concepts by combining existing elements in innovative ways. The workshop utilizes individual creativity along with group appraisal to produce a diverse range of ideas tailored to market needs.

1. Ideas. On strategy. On target. On tap.
brainwave

2. You need ideas.
Lots of ideas.
(You need help).
Markets are fragmenting
Media are fragmenting
Competition is tougher
Consumers get bored
Creativity is essential
You need a flow of ideas
So you need a reliable ‘tool’

3. What is
brainwave?
A creative workshop
specifically designed
to generate integrated
campaign ideas

4. it’s a simple, open,
collaborative process
that generates truly
integrated ideas
ideas that are
always ‘on brand’
ideas that are
always ‘on strategy’
How is
brainwave
different?

5. it works simply
it works for every brand
it works for everyone
it works every time
Will it work
for you?

6. How it works
brainwave

7. “There’s nothing more terrifying than
a blank sheet of paper, when the clock
is ticking and you’ve got no idea
where to start ...”
Neil Godfrey,
Creative Director, Collett Dickenson Pearce.

8. Starting with a
blank sheet of paper
is the worst way to
generate ideas
New ideas don’t appear
out of the blue

9. New ideas come
from combining
existing elements
together in new ways

10. Tasks
Hot Spots
Equities
Insights
Brand
Consumer
The elements of ideas

11. Tasks:
What do we need to do?
What do we want people to do?
The elements
of ideas
Hot Spots:
What do they like to do?
Where can we connect with them?
Insights:
What do we know about them?
What do they want?
Equities:
What are we trying to build?
What have we got to work with?

12. A deceptively simple
formula ...

13. Creates a huge variety of ideas...

14. Individual
creativity
Collective
appraisal
The group votes
for (and builds on)
the best ideas
The most singular
ideas come from
individual minds

15. An example
brainwave

16. Omo Sol in Latin America:
Market Leader:
Number one laundry detergent
Broad customer base
Launch a new variant
‘Sol’ is a new fragrance
(Like fresh clothes in sunshine)

17. Main Task:
Awareness & Trial
Hot Spots:
Being outside on a nice sunny day
Insights:
Limited outdoor media in target areas
Key Equities:
‘Sunshine / Blue skies!’
‘White shirts’
‘Play’

18. Flying Kites!
Create your own new outdoor medium
Giant kites that look like white shirts
High in the sky over the favelas
Every time it’s sunny

19. On strategy. On target. On tap.
brainwave

20. Genius is nothing more than common faculties refined
to a greater intensity. There are no astonishing ways of
doing astonishing things. All astonishing things are done
by ordinary materials.
“ “
Benjamin Haydon

21. geenius
For more information, or to discuss booking
your own brainwave workshop, please contact:
Ian Gee
mobile: +61 405 768 122
email: ianf.gee@gmail.com