design is about getting the right idea, and getting the idea...

"Design is about getting the right idea, and getting the idea right."

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THE DESIGN PROCESS *1. the creative brief

2. the concept

3. techniques

4. visualizing ideas

5. executing the concept / idea

. the creative brief a roadmap for success*A creative brief contains an outline of the clients requirements. This includes all the

information a creative needs concerning the clients brand, product or service, the target

market, the pitch deadline, the media to be used in the ideas, and any award the client

wishes to offer the author of the winning idea.

. components of the creative brief

a. general parameters - budget, deadlines, deliverables

b. the specific problem that needs to be solved - direct mail, website, corporate identity

c. a brief overview of the organization - what do they do

d. a list of business and design objectives - what do they want to accomplish

e. the target audience and demographic information - gender, age, education, income

levels, hobbies, preferences, type of visual imagery

f. the unique attributes of the product or service the company offers - perceptions of

the customers, why the customer would choose this product

g. the competition - competing companies, products or services

h. creative approach - visual problems and the steps the designer will take to solve it

*

09

The briefCreate an advert suitable for viral marketingto attract new customers and create loyaltyamongst Ikea’s young female audience.

PropositionDon’t let expensive designer furniture ruinyour life!

What is viral?Viral is a consequence, not an action. If youensure your idea is entertaining, fun andinteresting, it will work. But don’t call it viraluntil your audience does.

ConsiderationsThe success of a viral campaign is down tomany contributing factors. The idea is ofcourse a priority, but making your contentuniversally accessible will of course increaseits popularity. Similarly, if it is available inevery format on every conceivable devicethen people can consume it in the way theywant to. Try and keep the file size low sothat it is easily distributed. The use of IKEA’slogo is optional.

Mandatory requirementsOne execution only.

Tone of voiceSubversive, straightforward, different andmischievous.

Target audiencePrimarily style-conscious females aged 20-35 years old who lead active social lives.They are either first time buyers or live inhouse shares and want their home furnishingto be fashionable and contemporary, toreflect their personalities and lifestyle.

BackgroundIKEA provides affordable, well-designed furniture solutions that help inspire you to create and keep up to date your perfect home. We believe that furniture doesn’t always have to be expensive to look great.

IKEA’s goal is to gain leadership in the market by being perceived as partners that provide affordable home furnishing solutions and help create a better everyday life at home.

DeliverablesMac-compatible CD which runs in Quicktime,Director, Flash or any HTML-supported webbrowser only. Files must not exceed 10 MBin total.

Further informationdemo.fb.se/e/ikea/dreamkitchen/site/default.htmlwww.ikea.com/ms/sv_SE/stockholm_launch/campaign/index.htmlwww.viralchart.com/media/clips/roadrage03.movwww.elitedesigners.orgwww.lifeoutsidework.co.ukwww.ikea.comIKEA’s logo is available to download fromwww.dandad.org/studentawards07

Brief set byPaul Banham, Agency.Com London

The prizes• First – £1,000 (US$1,800/€1,400), D&AD

Student Yellow Pencil and Certificate plusfree D&AD membership for one year

• Second – £400 (US$720/€560), D&AD Student Yellow Pencil and Certificate

• Commendation – £250 (US$450/€350) and D&AD Certificate

• All shortlisted and winning entries are also published in the D&AD Student Annual

Full details of the competition are includedin the Terms and Conditions document,available to download atwww.dandad.org/studentawards07

ADVERTISINGIKEA

SPONSORED BY AGENCY.COM LONDON

CREATE A VIRAL ADVERT TO INCREASE LOYALTY AMONGST IKEA’S YOUNG FEMALE AUDIENCE

09

The briefCreate an advert suitable for viral marketingto attract new customers and create loyaltyamongst Ikea’s young female audience.

PropositionDon’t let expensive designer furniture ruinyour life!

What is viral?Viral is a consequence, not an action. If youensure your idea is entertaining, fun andinteresting, it will work. But don’t call it viraluntil your audience does.

ConsiderationsThe success of a viral campaign is down tomany contributing factors. The idea is ofcourse a priority, but making your contentuniversally accessible will of course increaseits popularity. Similarly, if it is available inevery format on every conceivable devicethen people can consume it in the way theywant to. Try and keep the file size low sothat it is easily distributed. The use of IKEA’slogo is optional.

Mandatory requirementsOne execution only.

Tone of voiceSubversive, straightforward, different andmischievous.

Target audiencePrimarily style-conscious females aged 20-35 years old who lead active social lives.They are either first time buyers or live inhouse shares and want their home furnishingto be fashionable and contemporary, toreflect their personalities and lifestyle.

BackgroundIKEA provides affordable, well-designed furniture solutions that help inspire you to create and keep up to date your perfect home. We believe that furniture doesn’t always have to be expensive to look great.

IKEA’s goal is to gain leadership in the market by being perceived as partners that provide affordable home furnishing solutions and help create a better everyday life at home.

DeliverablesMac-compatible CD which runs in Quicktime,Director, Flash or any HTML-supported webbrowser only. Files must not exceed 10 MBin total.

Further informationdemo.fb.se/e/ikea/dreamkitchen/site/default.htmlwww.ikea.com/ms/sv_SE/stockholm_launch/campaign/index.htmlwww.viralchart.com/media/clips/roadrage03.movwww.elitedesigners.orgwww.lifeoutsidework.co.ukwww.ikea.comIKEA’s logo is available to download fromwww.dandad.org/studentawards07

Brief set byPaul Banham, Agency.Com London

The prizes• First – £1,000 (US$1,800/€1,400), D&AD

Student Yellow Pencil and Certificate plusfree D&AD membership for one year

• Second – £400 (US$720/€560), D&AD Student Yellow Pencil and Certificate

• Commendation – £250 (US$450/€350) and D&AD Certificate

• All shortlisted and winning entries are also published in the D&AD Student Annual

Full details of the competition are includedin the Terms and Conditions document,available to download atwww.dandad.org/studentawards07

ADVERTISINGIKEA

SPONSORED BY AGENCY.COM LONDON

CREATE A VIRAL ADVERT TO INCREASE LOYALTY AMONGST IKEA’S YOUNG FEMALE AUDIENCE

. the concept the necessary foundation of any good design*Design is the process of eliminating ineffective ideas or concepts in order to narrow the

possibilities to a few strong ones.

. techniques

1. stream of consciousness - list of thoughts

2. idea tree - visual structure (mind maps)

3. dictionary / lexicon / internet - translating written ideas into visual symbols and metaphors

4. combination of ideas - mixing ideas together ( mario pricken 2001 )

*

* . idea tree

*

2 min

21 3

54

76

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1. a motivating briefing

2. use the 5 senses

3. clear objectives

4. separate the phases of creation and evaluation

5. avoid killer of ideas

6. visualization of ideas

7. development of ideas

* DREAMTEAM . rules of the creative process . mario pricken 2001

8. find the positive in the ideas of the others

9. enjoy mistakes and failures

10. persistence

11. develop the sense of humor

12. take a rest before evaluation

13. selection of ideas

14. implementation of ideas

* DREAMTEAM . rules of the creative process . mario pricken 2001

hs18_vorschau.jpg*

1. without words 15. invitation to play a game

2. combine and connect 16. absurd, surreal and bizarr

3. camparison 17. accept sth. at face value

4. repetition and numeration 18. change the product

5. exaggeration 19. alternative application

6. rotation of 180° 20. ambiguity

7. omission and insinuation 21. play with words

8. optical illusion 22. reframing

9. provocation an shocking 23. metaphers and analogies

10. effect of time 24. to go beyond of scope of classic advertizing

11. change of perspective 25. alternitive forms of advertizing

12. persiflage and parody

13. symbols and signs

14. history around the product

* KICKSTART . a tool catalog . mario pricken 2001

. mercedes . leo burnett londonSIN PALABRAS

. weru . volkswagen SIN PALABRAS

. head & shoulders . saatchi & saatchi singaporeAFRONTAMIENTO COMPARATIVO

. cesar . bbdo sao pauloAFRONTAMIENTO COMPARATIVO

. free tibet . euro rscg suizaREPETICIÓN Y ACUMULACIÓN

. vw bus . ogilvy & mather sur africaEXAGERACIÓN

. pepsi light . bbdo düsseldorfEXAGERACIÓN

. weru EXAGERACIÓN

. heinz tomat ketchup . leo burnett parisVOLTEAR 180 GRADOS

. adopt today . suburban advertising new jerseyPROVOCACIÓN Y SORPRESA

. NOAH . heimat berlinPROVOCACIÓN Y SORPRESA

. volkswagen ag . ddb berlinJUGAR CON EL TIEMPO

. aruba . lew sao pauloCAMBIO DE PERSPECTIVA

. runner spoint . jung von matt hamburgoSÍMBOLOS Y SIGNOS

. todays . gilliat paris dallasVEN Y JUEGA

. wrigleys extra smile . bbdo düsseldorfVEN Y JUEGA

. upc . lowe brindfords estocolmoCONTAR HISTORIAS

. lynx / axe . bartle bogle hegarty londresABSURDO, SURREALISTA, EXTRAÑO

. fisherman´s friend . ogilvy & mather bankokMODIFIQUE EL PRODUCTO

. tam airlines . dm9 ddb sao pauloDOBLES SENTIDOS

. roca . casadevall pedreno & prg . barcelona JUGAR CON LAS PALABRAS

.dhl alemaniaJUGAR CON LAS PALABRAS

. durex . mcann erickson barcelona REUBICACIÓN

. renault crash test . tv spotMETÁFOROS Y ANALOGÍA

. kinshield . bmp ddb ltd. londresSALIRSE DEL MARCO

. p.i.t. . jung von matt hamburgoMEDIOS ALTERNATIVOS

. celosía . jung von matt hamburgoMEDIOS ALTERNATIVOS

. smint international . tandem campmany guasch ddb barcelonaMEDIOS ALTERNATIVOS

. nur die strumpfhosenEL HUMOR

. hornbach . heimat berlinEL HUMOR

. rolo . lintas amsterdamEL HUMOR

. cinemaxx . jung von matt hamburgoEL HUMOR NEGRO

. cinemaxx . jung von matt hamburgoEL HUMOR NEGRO

. american express . ogilvy & matherEL HUMOR NEGRO

. odorex . fhv / bbdo amsterdamEL HUMOR NEGRO

. visualizing ideas essential to solving design problems

drawing . sketching . thumbnails

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. executing the concept / idea time to turn to details / computer

. Adobe Photoshop - editing tool and image manipulation

. Illustrator - vector artwork

. InDesign - page layout and design program for longer publcations

. Flash / Director / Processing - programs for interactive application

. Final Cut / After Effects / Premiere - video editing tool

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. presenting design solutions the prove that the visual solution works *To generate excitement, acceptance, and approval, ideas must be refined and

executed in full-color, rendered mockups (models) that helps clients visualize the

final design solution.

a. example presenting design solutions . new logo . furniture store bett & couch*

b. example presenting design solutions . new brand image . Sheridan`s Lattés*

c. example design process . icons for smart2go . nokia group*

. briefing : Create new Point of Interest Icons for the navigation software Smart2go .

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. sketching . visualizing in computer . final solution ( 1 of 8 main icons )

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. sketching . visualizing in computer . final solution ( 1 of 8 main icons )

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. presenting results ( 8 main icons )

. presenting results

. presenting results

. final results

* . thanks

annelie franke foto . concept & design www.anneliefranke.de

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