The document provides training tips and techniques for developing creative advertising ideas, including using metaphors and symbols, flipping or switching elements, and making the product or medium part of the message. Some examples described are ads that use a bent visual with a straight headline, focus on the problem or solution, or transform one thing into another to create new ideas.

1. WELCOME

2. WORK TO ASPIRE TO

3. OUTDOOR

4. Deadline Express Couriers

6. James Ready

8. Financial Times

10. Net Bank

13. McDonald’s

15. GUERILLA

16. Axe

18. PRESS

19. Canadian Club

23. Volkswagen

25. FILM

26. Old Spice

28. match.com

30. Phillips

32. Beginning of Best Short Film 2010 Oscar winner

34. MEDIA-NEUTRAL

35. Tourism Queensland

37. Optus

39. Ikea

41. Tele2

43. HBO

45. Learnings from Golden Drum 2009

86. OBSERVATIONS

103. LOWE & PARTNERS ROMANIA (Our best work)

104. ACTIVATION

105. Delikat “Guess Who’s Coming To Dinner”

113. J&J Baby “24 Hour Mom”

120. In store: Shelf talker

121. In store - Neck hanger

122. In store - Neck hanger

123. TV tag

125. Website

129. Press testimonials

132. Rexona for Women “Puts You in the Spotlight”

158. DIRECT

159. Bayer (Rennie) “Gas Notice”

161. Unilever (Axe) “Ruler”

163. TRAINING TIPS

164. RULES

166. TECHNIQUE 1

170. TECHNIQUE 2

174. TECHNIQUE 3

176. Before (focuses on the problem)

178. After (focuses on the solution)

180. Before / After (focuses on the problem and solution)

182. TECHNIQUE 4

183. FLIP SOMETHING (Do the opposite; change things 180 ° )

184. Mustang Matchbox Ogilvy Frankfurt Germany

185. Fleetwood Matchbox Ogilvy Frankfurt Germany

186. Eldorado Matchbox Ogilvy Frankfurt Germany

187. Soccer Gatorade ALMAPBBDO Sao Paulo Brazil

188. Boxing Gatorade ALMAPBBDO Sao Paulo Brazil

189. Basketball Gatorade ALMAPBBDO Sao Paulo Brazil

190. Steak Heinz Leo Burnett Brussels Belgium

191. Fries Heinz Leo Burnett Brussels Belgium

192. Fish Heinz Leo Burnett Brussels Belgium

193. Kitten Ford JWT Mexico

194. Tricycle Ford JWT Mexico

195. Tortoise Ford JWT Mexico

196. Touran Volkswagen DDB Germany

197. Golf Volkswagen DDB Germany

198. Golf Variant Volkswagen DDB Germany

199. Tiles Leica Camera Advico Young & Rubicam Switzerland

200. Stakes Leica Camera Advico Young & Rubicam Switzerland

201. Ivy Leica Camera Advico Young & Rubicam Switzerland

202. Iron Fence Leica Camera Advico Young & Rubicam Switzerland

203. Bricks Leica Camera Advico Young & Rubicam Switzerland

204. Cockatoo JWT Sydney Australia

205. Echidna JWT Sydney Australia

206. Koala JWT Sydney Australia

207. Troussers Voltaren Pain Relief Saatchi & Saatchi Simko Switzerland

208. Remote control Voltaren Pain Relief Saatchi & Saatchi Simko Switzerland

209. Cheese Voltaren Pain Relief Saatchi & Saatchi Simko Switzerland

210. Baby Voltaren Pain Relief Saatchi & Saatchi Simko Switzerland

211. Sheep Vega-Mayor Florette Salad Grey Spain

212. Pig Vega-Mayor Florette Salad Grey Spain

213. Cow Vega-Mayor Florette Salad Grey Spain

214. Cock Vega-Mayor Florette Salad Grey Spain

215. TECHNIQUE 5

216. SWITCH SOMETHING (Replace one thing with another)

217. Sydney-Toronto Western Union Saatchi & Saatchi Vietnam

218. Singapore-LA Western Union Saatchi & Saatchi Vietnam

219. Shanghai-Chicago Western Union Saatchi & Saatchi Vietnam

220. Hongkong-NY Western Union Saatchi & Saatchi Vietnam

221. Shoe Companions for Seniors Y&R Chicago

222. Piano Companions for Seniors Y&R Chicago

223. Cards Companions for Seniors Y&R Chicago

224. Ballet Job Search Website JWT Hongkong

225. Sumo Job Search Website JWT Hongkong

226. Soldier Job Search Website JWT Hongkong

227. Tree Clemenger BBDO Wellington New Zealand

228. Creek Clemenger BBDO Wellington New Zealand

229. Bridge Clemenger BBDO Wellington New Zealand

231. TECHNIQUE 6

232. ONE BECOMES ANOTHER (One or many things form another)

249. TECHNIQUE 7

250. USE A METAPHOR OR SIMILE

267. TECHNIQUE 8

268. MAKE THE PRODUCT THE IDEA

271. TECHNIQUE 9

272. MAKE THE MEDIUM THE MESSAGE

287. TV2 Ugly Betty Saatchi & Saatchi New Zealand