Download - Three Kinds of Creative Ideas
Three kinds of advertising creative ideas
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CM417 / Fundamentals of Creative DevelopmentTu. April 23, 2013
Professor Edward Boches
What is a creative IDEA?
There are BIG ideas
There are BIG ideas--they are creative--they are enduring
--they extend beyond advertising--they de!ne a brand
--they offer value, not just messages
Red Bull Gives You Wings--tagline, mission, call to action, advertising, content, events
IBM Smarter Planet--program, data, content, support, education, utility, advertising
Prudential Day One Stories--education, community, content, information, advertising
Day One--change, anxiety, interests, passion, health, life,
longevity, family, understanding
There are CAMPAIGN ideas
There are CAMPAIGN ideas--they are creative
--they are uni!ed by a “concept”--they leap off the strategy
--they are brilliantly executed--they pay attention to detail
--they are memorable
There are ADVERTISING ideas--they are creative
--they are fresh and original--they don’t feel familiar
--they look at a problem differently--they involve you
--they have an “aha”
Creative
Prudential Day One: Droga 5Ragu: Barton F. Graf 9000
Illiteracy: DDB, Paris
What do they have in common?