fys meeting 1 on creativity

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Part II Creative thinking - a little bit of theory Applied creativity - casework

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Workshop on finding a solutioin for a communication case. Focus on creativity / creative thinking.

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Page 1: Fys Meeting 1 On Creativity

Part II

Creative thinking - a little bit of theory

Applied creativity - casework

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What is creativity all about?

• Is everybody creative? Does creativity happen spontaneously?• How do you recognize creative

people? What makes someone creative?• Can creativity be learned?

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Conclusion….

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Why are (a lot of) humans not creative?

1. Humans tend to think in patterns and structures

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Why are (a lot of) humans not creative?

2. Humans tend to grow up– It is hard for adults to create a phantasie world. – Errors are not allowed– Humans are trained in logical thinking / reasoning.

Humans are trained in finding solutions

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Functions associated with hemispheric dominance include:

Follows a logical patternIs objectiveViews time chronologically, hour by hour, day

by daySees things as true or false, black or whiteSeeks detailsHolds short-term memoryThinks critically, perhaps negatively, asks

“why?”

Left Brain Characteristics

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Right Brain Characteristics

• Follows intuitive hunches• Creates patterns, without following a step-by-step process• Is subjective• Views time in a total sense—a lifetime, a career, a project• Sees the “whole” rather than the details• Thinks positively, unconstrained by preconceived ideas• Asks “why not?” and breaks rules

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Left / right problems

Example: Stroop test

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But… how to become creative?

1. Expertise. Most distinctive characteristic of top chess players is knowlegde of the game.

2. Creative people think different. • Learn to diverge and converge • Combine playfullness and discipline• Combine passion with objectivity• Problems are fun!

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Pilars of the creative procesKnowledg

e

Creative techniques

GutsIntrinsic

motivation

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Reformulate problems: three cases…

How to promote short parking?

How to develop a phone box that will be used only for short calls?

How do we prevent littering?

Parking only allowed with lights on

Een headset of two kilo

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The 9-dots problem. Without lifting your pencil, draw four straight lines that connect all 9 dots.

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Creative communication- Commercial advertising

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Creative communication- Non profit advertising

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And now…. Action!

Groups of three studentsThink about a solution for a case

Rules of brainstorming?

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Warm-up

Define amount of ideas

Have a dead-line: 10 minutes

Post the rules

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Post the rules

1.No Criticism2.Go for quantity3.Crazy ideas are

welcome4.Build on others

ideas

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Yes, but

Yes, and

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Write down everything

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Case study – design a responsible drinking campaign

Client: The Portman Group (Britain’s alcohol industry watchdog and

campaigning body against the misuse of alcohol)Target audience: 18 – 25 year old females

Briefing:The young female market is often overlooked when it comes

to responsible drinking messages. Research suggests, however, that it is a key group to target. The briefing is to attempt to draw attention to the ill effects of excessive alcohol conumption in such a way that it did not appear top-down (from authorities) or to be preaching in any way. Design a campaign. How would you approach this assignment?

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?

Diverge

Converge

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Questions?

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