We work as a team, we use these rules to provide the creative space to let the imagination fly and launch all the team members on their way to original ideas.
…so follow us…
• Dream team
• The Brief
• Switch on all five senses
• Go into meetings with clear goals
• Avoid idea killers
• Use sketches to visualize
• Grab ideas and run with them
• Look for the positive in others people ideas
• Make mistakes and have fun doing it
• Stick with it, the best ideas are yet to come
• Develop your sense of humor
• Turning ideas into action
• The kick start catalogue
All Team members must be equally well informed and prepared to stick to the rules.
• Budget constraints
Restricting the search field
• Client’s ideas and wishes
• Style requirement
• Marketing information
• Previously rejected concepts
Enlarging the search Field
• Benefit, USP
In the first brief, you should put more emphasis on the parameter that will stimulate the imagination, give detailed information about the product and so provide the largest possible hunting ground for ideas. Elements that could enlarge the search-field might include:
• Reason Why
• Tone or mood
• Product information profile
• Target group etc...
Switch all five senses
Give your team all the information you can get hold of. Bring the product to the first meeting, or take the whole creative team to visit the client. If not possible then videos, CD-ROMs, photos or other media can be useful triggers.
Go into a meeting with clear goal
Engage with the product intensively and start the meeting with a clear goal. Spend the first fifty-five minutes looking for the right question. Once you found the question, it would take you five, minutes to work out the right answer.
The goal acts as a focal point. Expressed as a form of question, the goal makes the team members begin an active mental search process, and as acts as a stimulus.
Define the target group.
Always separate ideas phase from the evaluation phase
Ideas need imagination more than knowledge, so it’s important that the stage when ideas are being generated is strictly separated from the stage when they are being evaluated.
Avoid Idea Killers
Idea Killers in the team
Idea Killers in your head
Use sketches to visualize your ideas
Often it takes quick scribbles, and few lines to bring the idea to life.
Grab Ideas and run with them
Don’t think of your teammate as a rival in a competition for the best idea but as supplier of raw material for your next idea.
The important thing is that you pick up the ideas, develop them further and Hand them back. Ideally your teammate should have the same attitude.
A key factor is to pick a partner you trust a 100 percent.
Looking for the positive in other people ideas
“What in that we can use?”
Replace the inner CRITIC into the inner CREATIVE and exploit all the possibilities from the new perspective.
Thinking “What if...” is a conceptual switch, a change of perspective.
Make mistakes and have fun doing it
Before he made the light bulb that worked, Edison discovered more than 1600 ways how not to make a light bulb.
Say everything that occurs to you no matter how silly it sounds- It could be the raw material for a brilliant idea.
So make mistakes and enjoy it.
Stick with it; the best ideas are yet to come
Stay with it, follow your ideas to the bitter end, and try to work out as many different solutions as possible.
Develop your sense of Humor
Humor reveals new aspects; humor disarms, relaxes and releases happiness hormones. It’s also infectious.
Wait before Evaluating Ideas
Sleep on it and the next day look at the sketches with critical eye: does the idea work?
Don’t forget, a good idea speaks for itself and can usually be conveyed in a few scribbles.
Select Ideas Creatively
At this stage you need to make new ideas from old, in order to save potentially great initiatives.
As a rule, people tend to prefer what they know, because anything really new sticks them as too risky.
Turning Ideas into action
• Images without words
Only hard work can turn good ideas into great ones.
It’s the task of the art department to develop the concept in as many different ways as they can, in order to find the right one.
Develop a lot of headlines, not just one.
The kick-start catalogue
• Mixing and matching
• Comparative juxtaposition
• Repetition and accumulation
• Turn it around
• Omission and suggestion
• Paradoxes and optical illusions
• Provocation and shock tactics
• Playing with time
• A change of perspective
• Spoofs and parodies
• Symbols and signs
• Come and play
• Telling stories
• Absurd, surreal, bizarre
• Take it literally
• Alter the product
• Alternative uses
• Double meanings
• Play with words
• In the beginning was the word
• Metaphor and analogy
• Break out the frame
• Alternative media