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The Logic behind the Magic
© 2013 All rights reserved to Mindscapes
How to overcome the fear of creativity
© 2013 All rights reserved to Mindscapes
© 2013 All rights reserved to Mindscapes
© 2013 All rights reserved to Mindscapes
Highly creative ideas
Common thinking patterns
Mindscapes Analysis of Cannes Lions winners
66%
Mindscapes Patterns
Categories: Titanium & Integrated, Promo, Direct ,PR
©...
Mindscapes Analysis of Cannes Lions winners
Among Grand Prix and gold lions:
81%
Mindscapes Patterns
Categories: Titanium ...
“Togetherness”
© 2013 All rights reserved to Mindscapes
Insight:
the need for physical contact in a digital world
© 2013 All rights reserved to Mindscapes
Idea:
Bring slow dancing back- initiated by Doritos
© 2013 All rights reserved to Mindscapes
https://www.youtube.com/watch?v=27kGHoreQow
Carling Black Label
Leverage involvement in soccer sponsorship &
Leverage engagement of soccer fans
© 2013 All rights rese...
Insight: SA football fans are dissatisfied
with foreign coaches
© 2013 All rights reserved to Mindscapes
© 2013 All rights reserved to Mindscapes
https://www.youtube.com/watch?v=etmzOOtNCIk
Insurance
© 2013 All rights reserved to Mindscapes
Grand Prix Media Lion 2013, Ogilvy AMSTERDAM
https://www.youtube.com/watch?v=bBfM2cMKsSg
Pattern?
© 2013 All rights reserved to Mindscapes
Fight For a Cause
© 2013 All rights reserved to Mindscapes
What is a cause?
A cause can be any idea or goal with a common objective which leads
people for action in order to change ...
The Logic
Create a cause and launch a campaign in which the brand is
presenting the cause and supplying the initial platfo...
Brand Cause
© 2013 All rights reserved to Mindscapes
causeSocial
media
Mobile
Blogs
TV
© 2013 All rights reserved to Mindscapes
sympathy
Brand Cause
awareness
© 2013 All rights reserved to Mindscapes
Valentine day
© 2013 All rights reserved to Mindscapes
Media silver lion 2010
Droga5
https://www.youtube.com/watch?v=Mo2wFptAX3k
https://www.youtube.com/watch?v=Tt9NBtW4s
bA
Would you bury a $500,000 Bentley?
© 2013 All rights reserved to Mindscapes
Would you bury a $500,000 Bentley?
© 2013 All rights reserved to Mindscapes
Would you bury a $500,000 Bentley?
© 2013 All rights reserved to Mindscapes
https://www.youtube.com/watch?v=R8GvaEPyX9Y
Honest Tea
The situation: America is facing it’s biggest economical and
integrity crisis.
The challenge: How can a brand w...
© 2013 All rights reserved to Mindscapes
https://www.youtube.com/watch?v=kXuJr1tZlkM
Pattern?
© 2013 All rights reserved to Mindscapes
Sabotage/ Removal
Remove or sabotage one of the world of consumer, and
develop a communication idea existing components of...
Sabotage/ Removal
World of
consume
r
Media
Brand/
company
Product
© 2013 All rights reserved to Mindscapes
Sabotage/ Removal
World of
consume
r
Media
Brand/
company
Product
© 2013 All rights reserved to Mindscapes
Guidelines for presenting creative ideas
© 2013 All rights reserved to Mindscapes
1. Make sure you know the pattern/ tool
on which your idea is based on
(i.e. Fight for a Cause/ Sabotage/ Create a Product...
2. Before presenting your idea, make a
presentation of the Pattern to client.
Preferably, this presentation should include...
A. Three case studies of other successful projects
following the same pattern.
© 2013 All rights reserved to Mindscapes
B. Put emphasis on the results of these
projects:
• free media coverage
• level of engagement of people
• awareness of the...
C. Explain the Logic behind the Magic
of the tool
(as it is presented in the materials of the tool)
© 2013 All rights rese...
3. Now present your idea to the client
© 2013 All rights reserved to Mindscapes
4. After presenting your new idea:
reiterate the pattern to which your idea belongs,
The idea belongs to a family, it is n...
5. Now present to client the guidelines / criteria
for evaluating the idea:
© 2013 All rights reserved to Mindscapes
A. From the Media point of view:
• PRabiliy of the idea:
Will the media be interested in covering this project or
reportin...
B. From the consumer point of view:
• Share-ability of the idea:
will people (consumers) be interested to share this idea ...
B. From the consumer point of view:
• Consumer involvement (beyond sharing):
Will people be interested to get actively inv...
B. From the consumer point of view:
• Openness of the idea for people to take the idea forward:
Is the idea open to indepe...
C. From the Brand point of view:
• The message/ brand idea:
Is the message/ brand idea single minded?
Is it simple, focuse...
C. From the Brand point of view:
• Integration between the creative idea and the brand /
product:
Is the creative idea str...
C. From the Brand point of view:
• Differentiation
Is the project different from other ads/ communications
in the category...
Selected Mindscapes training programs:
Creative tools for Direct marketing& Direct mailing
Creativity in media
Creative to...
Thank you!
www.TheMindscapes.com
© 2013 All rights reserved to Mindscapes
The Logic behind the Magic- how to overcome the fear of creative ideas
The Logic behind the Magic- how to overcome the fear of creative ideas
The Logic behind the Magic- how to overcome the fear of creative ideas
The Logic behind the Magic- how to overcome the fear of creative ideas
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The Logic behind the Magic- how to overcome the fear of creative ideas

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How advertisers and advertising agencies (client& agency) can overcome the fear of creative ideas and create better brand communications and better campaigns

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The Logic behind the Magic- how to overcome the fear of creative ideas

  1. 1. The Logic behind the Magic © 2013 All rights reserved to Mindscapes
  2. 2. How to overcome the fear of creativity © 2013 All rights reserved to Mindscapes
  3. 3. © 2013 All rights reserved to Mindscapes
  4. 4. © 2013 All rights reserved to Mindscapes
  5. 5. Highly creative ideas Common thinking patterns
  6. 6. Mindscapes Analysis of Cannes Lions winners 66% Mindscapes Patterns Categories: Titanium & Integrated, Promo, Direct ,PR © 2013 All rights reserved to Mindscapes
  7. 7. Mindscapes Analysis of Cannes Lions winners Among Grand Prix and gold lions: 81% Mindscapes Patterns Categories: Titanium & Integrated, Promo, Direct ,PR © 2013 All rights reserved to Mindscapes
  8. 8. “Togetherness” © 2013 All rights reserved to Mindscapes
  9. 9. Insight: the need for physical contact in a digital world © 2013 All rights reserved to Mindscapes
  10. 10. Idea: Bring slow dancing back- initiated by Doritos © 2013 All rights reserved to Mindscapes
  11. 11. https://www.youtube.com/watch?v=27kGHoreQow
  12. 12. Carling Black Label Leverage involvement in soccer sponsorship & Leverage engagement of soccer fans © 2013 All rights reserved to Mindscapes
  13. 13. Insight: SA football fans are dissatisfied with foreign coaches © 2013 All rights reserved to Mindscapes
  14. 14. © 2013 All rights reserved to Mindscapes
  15. 15. https://www.youtube.com/watch?v=etmzOOtNCIk
  16. 16. Insurance © 2013 All rights reserved to Mindscapes
  17. 17. Grand Prix Media Lion 2013, Ogilvy AMSTERDAM
  18. 18. https://www.youtube.com/watch?v=bBfM2cMKsSg
  19. 19. Pattern? © 2013 All rights reserved to Mindscapes
  20. 20. Fight For a Cause © 2013 All rights reserved to Mindscapes
  21. 21. What is a cause? A cause can be any idea or goal with a common objective which leads people for action in order to change or to obtain it © 2013 All rights reserved to Mindscapes
  22. 22. The Logic Create a cause and launch a campaign in which the brand is presenting the cause and supplying the initial platforms for people to engage with the cause and take action in it. © 2013 All rights reserved to Mindscapes
  23. 23. Brand Cause © 2013 All rights reserved to Mindscapes
  24. 24. causeSocial media Mobile Blogs TV © 2013 All rights reserved to Mindscapes
  25. 25. sympathy Brand Cause awareness © 2013 All rights reserved to Mindscapes
  26. 26. Valentine day © 2013 All rights reserved to Mindscapes
  27. 27. Media silver lion 2010 Droga5
  28. 28. https://www.youtube.com/watch?v=Mo2wFptAX3k
  29. 29. https://www.youtube.com/watch?v=Tt9NBtW4s bA
  30. 30. Would you bury a $500,000 Bentley? © 2013 All rights reserved to Mindscapes
  31. 31. Would you bury a $500,000 Bentley? © 2013 All rights reserved to Mindscapes
  32. 32. Would you bury a $500,000 Bentley? © 2013 All rights reserved to Mindscapes
  33. 33. https://www.youtube.com/watch?v=R8GvaEPyX9Y
  34. 34. Honest Tea The situation: America is facing it’s biggest economical and integrity crisis. The challenge: How can a brand which stands for ‘Honesty’ take advantage of this?
  35. 35. © 2013 All rights reserved to Mindscapes
  36. 36. https://www.youtube.com/watch?v=kXuJr1tZlkM
  37. 37. Pattern? © 2013 All rights reserved to Mindscapes
  38. 38. Sabotage/ Removal Remove or sabotage one of the world of consumer, and develop a communication idea existing components of the product / company / medium/ based on this apparent sabotage. © 2013 All rights reserved to Mindscapes
  39. 39. Sabotage/ Removal World of consume r Media Brand/ company Product © 2013 All rights reserved to Mindscapes
  40. 40. Sabotage/ Removal World of consume r Media Brand/ company Product © 2013 All rights reserved to Mindscapes
  41. 41. Guidelines for presenting creative ideas © 2013 All rights reserved to Mindscapes
  42. 42. 1. Make sure you know the pattern/ tool on which your idea is based on (i.e. Fight for a Cause/ Sabotage/ Create a Product etc.) © 2013 All rights reserved to Mindscapes
  43. 43. 2. Before presenting your idea, make a presentation of the Pattern to client. Preferably, this presentation should include: © 2013 All rights reserved to Mindscapes
  44. 44. A. Three case studies of other successful projects following the same pattern. © 2013 All rights reserved to Mindscapes
  45. 45. B. Put emphasis on the results of these projects: • free media coverage • level of engagement of people • awareness of the project, • awareness of the brand, • marketing and sales results © 2013 All rights reserved to Mindscapes
  46. 46. C. Explain the Logic behind the Magic of the tool (as it is presented in the materials of the tool) © 2013 All rights reserved to Mindscapes
  47. 47. 3. Now present your idea to the client © 2013 All rights reserved to Mindscapes
  48. 48. 4. After presenting your new idea: reiterate the pattern to which your idea belongs, The idea belongs to a family, it is not alone Idea! © 2013 All rights reserved to Mindscapes
  49. 49. 5. Now present to client the guidelines / criteria for evaluating the idea: © 2013 All rights reserved to Mindscapes
  50. 50. A. From the Media point of view: • PRabiliy of the idea: Will the media be interested in covering this project or reporting on it? Can this story become content or entertaining news (branded content/ branded entertainment)? © 2013 All rights reserved to Mindscapes
  51. 51. B. From the consumer point of view: • Share-ability of the idea: will people (consumers) be interested to share this idea in their social networks, mobile media, web, or/ and simply talk about it with friends or other people? © 2013 All rights reserved to Mindscapes
  52. 52. B. From the consumer point of view: • Consumer involvement (beyond sharing): Will people be interested to get actively involved in this project by voting/ editing/ participating in it/ contributing content etc? © 2013 All rights reserved to Mindscapes
  53. 53. B. From the consumer point of view: • Openness of the idea for people to take the idea forward: Is the idea open to independent initiatives of people? © 2013 All rights reserved to Mindscapes
  54. 54. C. From the Brand point of view: • The message/ brand idea: Is the message/ brand idea single minded? Is it simple, focused? Is it credible and relevant? © 2013 All rights reserved to Mindscapes
  55. 55. C. From the Brand point of view: • Integration between the creative idea and the brand / product: Is the creative idea strongly connected to the world of the brand / product? How well does it strengthen the brand idea/ brand message/ brand awareness? © 2013 All rights reserved to Mindscapes
  56. 56. C. From the Brand point of view: • Differentiation Is the project different from other ads/ communications in the category / market? © 2013 All rights reserved to Mindscapes
  57. 57. Selected Mindscapes training programs: Creative tools for Direct marketing& Direct mailing Creativity in media Creative tools for PR Creative tools for advertising, integrated, digital and social media Effective brand communications Joint Client& agency trainings Creative tools for revealing Insights for more info: www.TheMindscapes.com info@themindscapes.com © 2013 All rights reserved to Mindscapes
  58. 58. Thank you! www.TheMindscapes.com © 2013 All rights reserved to Mindscapes

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