thinkLA AdU: Creative 2015
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Understanding Strategy, Copy and Design Creative is the vehicle that delivers a product's message. Jordan Atlas, SVP & Creative Director at Edelman PR, will show us how important it is to create breakthrough work.
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thinkLA AdU: Creative 2015
- 1. Understanding Strategy, Copy & Design Presented by @JordanAtlas23!
- 2. Our time together • Introduction/Overview/Exercise #1 • Define the idea • Articulate the idea/Exercise #2 • Thought starters on thinking • Let’s make something/Exercise #3 • Closing thoughts * Please feel free to ask questions and drink throughout (not necessarily in that order) *
- 3. Presentation by Jordan Atlas ©2015 @JordanAtlas23 Intro
- 4. Why is the stuff we share in our personal lives so drastically different than the stuff we make in our professional lives? We can change that. Presentation by Jordan Atlas ©2015 @JordanAtlas23
- 5. I am Jordan § @JordanAtlas23 § Creative Director § Unjaded. Teacher. Learner Presentation by Jordan Atlas ©2015 @JordanAtlas23
- 6. Presentation by Jordan Atlas ©2015 @JordanAtlas23 My influences
- 7. Their work Presentation by Jordan Atlas ©2015 @JordanAtlas23
- 8. Exercise #1 Presentation by Jordan Atlas ©2015 @JordanAtlas23
- 9. I am a ______ at my company Insert your title in the blank Presentation by Jordan Atlas ©2015 @JordanAtlas23
- 10. I am an account exec at my agency Now insert the word “creative” Presentation by Jordan Atlas ©2015 @JordanAtlas23
- 11. I am a creative account exec at my agency It should read like this Presentation by Jordan Atlas ©2015 @JordanAtlas23
- 12. I am an account exec at my creative agency Not like this Presentation by Jordan Atlas ©2015 @JordanAtlas23
- 13. We are all creative. Own your part of it. Presentation by Jordan Atlas ©2015 @JordanAtlas23
- 14. But…creative is not everyone’s job. It’s everyone’s responsibility. Presentation by Jordan Atlas ©2015 @JordanAtlas23
- 15. Presentation by Jordan Atlas ©2015 @JordanAtlas23 Defining what an idea is
- 16. In order to understand, recognize and articulate what an idea is... You need to to first understand what an idea is not. Presentation by Jordan Atlas ©2015 @JordanAtlas23
- 17. Presentation by Jordan Atlas ©2014 @JordanAtlas23 Ideas vs. Tools
- 18. The idea is not: A brand’s color palette A flash mob A QR code A testimonial A logo A product shot A list of bullets A hashtag A strategy hidden within clever copy High production value Celebrities A meet up, a tweet up or any other kind of “up” Gamification Reddit AMA Mommy bloggers and things like this. A Vine, Hyperlapse or Snapchat
- 19. Credit: Tim Geoghegan, Timmovations
- 20. The idea. A working definition(s) Presentation by Jordan Atlas ©2015 @JordanAtlas23
- 21. “The idea is an abstraction. It’s a profound expression of an insight. How it gets expressed, well, the beauty of our time is that we've got a thousand ways to do that and its exciting as hell.” - Ernie Schenck Presentation by Jordan Atlas ©2015 @JordanAtlas23
- 22. Breakthrough creative begins and ends with “The Idea” Presentation by Jordan Atlas ©2015 @JordanAtlas23
- 23. Presentation by Jordan Atlas ©2014 @JordanAtlas23 THE most INTERESTING MAN in the WORLD
- 24. The Idea: is fresh, memorable and breaks through the clutter Presentation by Jordan Atlas ©2014 @JordanAtlas23
- 25. Presentation by Jordan Atlas ©2014 @JordanAtlas23
- 26. The Idea: is campaignable in a way in which the executions nearly write themselves Presentation by Jordan Atlas ©2015 @JordanAtlas23
- 27. Presentation by Jordan Atlas ©2014 @JordanAtlas23
- 28. The Idea: when the consumer takes it and makes it their own Presentation by Jordan Atlas ©2015 @JordanAtlas23
- 29. Presentation by Jordan Atlas ©2015 @JordanAtlas23
- 30. Presentation by Jordan Atlas ©2015 @JordanAtlas23 How to identify an idea
- 31. Presentation by Jordan Atlas ©2015 @JordanAtlas23 First step: it’s not f*cken’ easy
- 32. Presentation by Jordan Atlas ©2015 @JordanAtlas23 Second step: break it down
- 33. The idea: break it down STRATEGY + CREATIVE EXPRESSION = IDEA ––––––––––––––––––––––––––––––––––––––––! ––––––––––––––––––––––––––––––––––––––––! ––––––––––––––––––––––––––––––––––––––––! ! ––––––––––––––––––––––––––––––––––––––––! ––––––––––––––––––––––––––––––––––––––––! ––––––––––––––––––––––––––––––––––––––––! ! Presentation by Jordan Atlas ©2015 @JordanAtlas23
- 34. Presentation by Jordan Atlas ©2015 @JordanAtlas23
- 35. Presentation by Jordan Atlas ©2015 @JordanAtlas23
- 36. Presentation by Jordan Atlas ©2015 @JordanAtlas23
- 37. Idea #1: one version STRATEGY + CREATIVE EXPRESSION = IDEA The idea for the Subway campaign is to reinforce the simple fact that Subway is a healthier choice than other fast food and quick service restaurants. It’s delivered through an art direction driven campaign of humorous illustrations that depicts Subway’s competitors logos (Wendy’s, Carls Jr, KFC) in a rather unflattering manner. Presentation by Jordan Atlas ©2015 @JordanAtlas23
- 38. Presentation by Troy Scarlott ©2014 troy scarlott @cityoftroy Presentation by Jordan Atlas ©2014 @JordanAtlas23
- 39. Presentation by Troy Scarlott ©2014 troy scarlott @cityoftroy Presentation by Jordan Atlas ©2015 @JordanAtlas23
- 40. Presentation by Troy Scarlott ©2014 troy scarlott @cityoftroy Presentation by Jordan Atlas ©2015 @JordanAtlas23
- 41. Idea #2: one version STRATEGY + CREATIVE EXPRESSION = IDEA The idea for Kraft’s Athenos Hummus campaign is to communicate that their hummus is done the right way. The Greek way. With tradition, simplicity and respect. It’s delivered through a believable and unique spokesperson: Ya-Ya, (Greek for grandmother), who approves of Athenos Hummus and very little else. Presentation by Jordan Atlas ©2015 @JordanAtlas23
- 43. Presentation by Jordan Atlas ©2015 @JordanAtlas23
- 44. Idea #3: one version STRATEGY + CREATIVE EXPRESSION = IDEA The idea for TurboTax is to convince consumer’s that they should be doing their own taxes because nobody knows the intimate details of their lives better than themselves. It’s delivered through a funny, entertaining voice/mindset that puts a twist on the universally-hated ritual (of doing taxes) and reframes it as an empowering way to look back on the “Story of the You”. Presentation by Jordan Atlas ©2015 @JordanAtlas23
- 45. So…how exactly do you make one of these idea things?
- 46. Presentation by Jordan Atlas ©2015 @JordanAtlas23 Thoughts on thinking
- 47. First, here’s what they think about you Presentation by Jordan Atlas ©2015 @JordanAtlas23
- 48. Hugh MacLeod of GapingVoid Presentation by Jordan Atlas ©2015 @JordanAtlas23
- 50. Presentation by Jordan Atlas ©2015 @JordanAtlas23 WARNING: RESULTS MAY VARY
- 51. 1 Reassemble existing elements Presentation by Jordan Atlas ©2015 @JordanAtlas23
- 52. 2 Pick an enemy Presentation by Jordan Atlas ©2015 @JordanAtlas23
- 53. 3 Twist up something familiar Presentation by Jordan Atlas ©2015 @JordanAtlas23
- 54. 4 Own the limitations Presentation by Jordan Atlas ©2015 @JordanAtlas23
- 55. 5 Collaborate above your weight Presentation by Jordan Atlas ©2015 @JordanAtlas23
- 56. 6 Write what who you know Presentation by Jordan Atlas ©2015 @JordanAtlas23
- 57. 7 Start with the feeling
- 59. 9 Repurpose rather than replace Presentation by Jordan Atlas ©2015 @JordanAtlas23
- 60. 10 Shut up and write Presentation by Jordan Atlas ©2015 @JordanAtlas23
- 61. Presentation by Jordan Atlas ©2015 @JordanAtlas23 Let’s do
- 62. The brief: Brand: Sunkist Perception: The everyday consumer typically associates the Sunkist brand with the soda of the same name Reality: We are an independent cooperative made up of hundreds of family-owned citrus farms Opportunity: To make the Sunkist name synonomous with citrus not soda
- 63. Presentation by Jordan Atlas ©2015 @JordanAtlas23 In closing
- 64. Further reading / viewing / absorbing!
- 65. Parting thought: What if you had to reapply for your job every single morning? What would you do differently? What would you do the same? Presentation by Jordan Atlas ©2015 @JordanAtlas23
- 66. Presentation by Jordan Atlas ©2014 @JordanAtlas23 Thank you! @JordanAtlas23! ! Even further reading (shameless plug)! h3p://ihaveanidea.org/ar9cles/2012/05/29/the-‐beas9e-‐brand/ h3p://ihaveanidea.org/ar9cles/2013/01/08/love-‐the-‐jump/ h3p://ihaveanidea.org/ar9cles/2012/01/23/nothing-‐is-‐the-‐new-‐anything/ h3p://ihaveanidea.org/ar9cles/2011/11/17/not-‐so-‐young-‐and-‐in-‐love-‐with-‐adver9sing/ h3p://ihaveanidea.org/ar9cles/2012/10/23/with-‐my-‐own-‐two-‐hands/ h3p://www.bestadsontv.com/news/blog.php?id=25009