The document discusses the importance of originality in advertising, emphasizing the recombination of familiar ideas rather than the invention of new ones. It outlines methods for idea generation, including gathering raw materials, sleeping on ideas, and engaging in brainstorming without self-editing. The document encourages taking tangible goals and rewards during the creative process while offering practical techniques for generating connections and visuals.

1. What is an idea,
anyway?

2. Leo Burnett 1891-1971

3. The secret of all effective originality in
advertising is not the creation of new and tricky
words and pictures, but one of putting familiar
words and pictures into new relationships.

15. 1. Look at interesting work
Caution:
Plagiarism may be dangerous to your career.

16. 1. Look at interesting work
CA
Design Annuals
Archive
www.frederiksamuel.com/blog

17. 2. Use the technique

18. 2. Use the technique
Gather raw material

19. 2. Use the technique
Gather raw material
Look for connections

20. 2. Use the technique
Gather raw material
Look for connections
Sleep on it

21. 2. Use the technique
Gather raw material
Look for connections
Sleep on it
Repeat as needed

22. 2. Use the technique
Gather raw material
Look for connections
Sleep on it
Repeat as needed
Bring in the critics

23. 3. The misery method
Give yourself a tangible goal

24. 3. The misery method
Give yourself a tangible goal
Give yourself a reward if you hit it

26. Thank you,
but I really don’t have
time to come up with
great ideas.

27. Introducing:
Brainstorming
à la cubicle.

28. 4. Quick association
Go somewhere, anywhere

29. 4. Quick association
Go somewhere, anywhere
Make a list of words about the problem

30. 4. Quick association
Go somewhere, anywhere
Make a list of words about the problem
Make a list of visuals about the problem

31. 4. Quick association
Go somewhere, anywhere
Make a list of words about the problem
Make a list of visuals about the problem
See if there are any connections

32. Try to avoid
self-editing.

33. In brainstorming,
there are no bad
ideas.

34. Let’s try it.

35. Our creative brief

36. Blank
should
blank
blank
because
blank.

37. Soon-to-be brides
should
drink
Slim-Fast
because
you’ll look stunning at
your wedding.

39. We’re looking for:
1. Main topics
2. Visuals
3. Expressions