thinkla adu: creative 2015
TRANSCRIPT
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Understanding Strategy, Copy & Design Presented by @JordanAtlas23!
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Our time together • Introduction/Overview/Exercise #1
• Define the idea
• Articulate the idea/Exercise #2
• Thought starters on thinking
• Let’s make something/Exercise #3
• Closing thoughts
* Please feel free to ask questions and drink throughout (not necessarily in that order)
*
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Presentation by Jordan Atlas ©2015 @JordanAtlas23
Intro
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Why is the stuff we share in our personal lives so drastically different than the stuff we make in our professional lives? We can change that.
Presentation by Jordan Atlas ©2015 @JordanAtlas23
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I am Jordan
§ @JordanAtlas23 § Creative Director § Unjaded. Teacher. Learner
Presentation by Jordan Atlas ©2015 @JordanAtlas23
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Presentation by Jordan Atlas ©2015 @JordanAtlas23
My influences
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Their work
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Exercise #1
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I am a ______ at my company
Insert your title
in the blank
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I am an account exec at my agency
Now insert
the word “creative”
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I am a creative account exec at my agency
It should read
like this
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I am an account exec at my creative agency
Not like this
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We are all creative. Own your part of it.
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But…creative is not everyone’s job. It’s everyone’s responsibility.
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Presentation by Jordan Atlas ©2015 @JordanAtlas23
Defining what an idea is
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In order to understand, recognize and articulate what an idea is... You need to to first understand what an idea is not.
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Presentation by Jordan Atlas ©2014 @JordanAtlas23
Ideas vs. Tools
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The idea is not: A brand’s color palette
A flash mob A QR code A testimonial A logo A product shot A list of bullets A hashtag A strategy hidden within clever copy High production value Celebrities A meet up, a tweet up or any other kind of “up” Gamification Reddit AMA Mommy bloggers and things like this. A Vine, Hyperlapse or Snapchat
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Credit: Tim Geoghegan, Timmovations
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The idea. A working definition(s)
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“The idea is an abstraction. It’s a profound expression of an insight. How it gets expressed, well, the beauty of our time is that we've got a thousand ways to do that and its exciting as hell.”
- Ernie Schenck
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Breakthrough creative begins and ends with “The Idea”
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Presentation by Jordan Atlas ©2014 @JordanAtlas23
THE most INTERESTING MAN in the WORLD
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The Idea: is fresh, memorable and breaks through the clutter
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Presentation by Jordan Atlas ©2014 @JordanAtlas23
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The Idea: is campaignable in a way in which the executions nearly write themselves
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Presentation by Jordan Atlas ©2014 @JordanAtlas23
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The Idea: when the consumer takes it and makes it their own
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Presentation by Jordan Atlas ©2015 @JordanAtlas23
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Presentation by Jordan Atlas ©2015 @JordanAtlas23
How to identify an idea
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First step: it’s not f*cken’ easy
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Second step: break it down
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The idea: break it down STRATEGY + CREATIVE EXPRESSION = IDEA ––––––––––––––––––––––––––––––––––––––––!––––––––––––––––––––––––––––––––––––––––!––––––––––––––––––––––––––––––––––––––––!!––––––––––––––––––––––––––––––––––––––––!––––––––––––––––––––––––––––––––––––––––!––––––––––––––––––––––––––––––––––––––––!!
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Presentation by Jordan Atlas ©2015 @JordanAtlas23
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Presentation by Jordan Atlas ©2015 @JordanAtlas23
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Presentation by Jordan Atlas ©2015 @JordanAtlas23
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Idea #1: one version STRATEGY + CREATIVE EXPRESSION = IDEA The idea for the Subway campaign is to reinforce the simple fact that Subway is a healthier choice than other fast food and quick service restaurants. It’s delivered through an art direction driven campaign of humorous illustrations that depicts Subway’s competitors logos (Wendy’s, Carls Jr, KFC) in a rather unflattering manner.
Presentation by Jordan Atlas ©2015 @JordanAtlas23
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Presentation by Troy Scarlott ©2014 troy scarlott @cityoftroy Presentation by Jordan Atlas ©2014 @JordanAtlas23
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Presentation by Troy Scarlott ©2014 troy scarlott @cityoftroy Presentation by Jordan Atlas ©2015 @JordanAtlas23
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Presentation by Troy Scarlott ©2014 troy scarlott @cityoftroy Presentation by Jordan Atlas ©2015 @JordanAtlas23
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Idea #2: one version STRATEGY + CREATIVE EXPRESSION = IDEA The idea for Kraft’s Athenos Hummus campaign is to communicate that their hummus is done the right way. The Greek way. With tradition, simplicity and respect. It’s delivered through a believable and unique spokesperson: Ya-Ya, (Greek for grandmother), who approves of Athenos Hummus and very little else.
Presentation by Jordan Atlas ©2015 @JordanAtlas23
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Presentation by Jordan Atlas ©2015 @JordanAtlas23
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Idea #3: one version STRATEGY + CREATIVE EXPRESSION = IDEA The idea for TurboTax is to convince consumer’s that they should be doing their own taxes because nobody knows the intimate details of their lives better than themselves. It’s delivered through a funny, entertaining voice/mindset that puts a twist on the universally-hated ritual (of doing taxes) and reframes it as an empowering way to look back on the “Story of the You”.
Presentation by Jordan Atlas ©2015 @JordanAtlas23
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So…how exactly do you make one of these idea things?
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Presentation by Jordan Atlas ©2015 @JordanAtlas23
Thoughts on thinking
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First, here’s what they think about you
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Hugh MacLeod of GapingVoid
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Presentation by Jordan Atlas ©2015 @JordanAtlas23
WARNING: RESULTS MAY VARY
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1 Reassemble existing elements
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2 Pick an enemy
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3 Twist up something familiar
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4 Own the limitations
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5 Collaborate above your weight
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6 Write what who you know
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7 Start with the feeling
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8 Creation by facilitation
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9 Repurpose rather than replace
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10 Shut up and write
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Let’s do
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The brief: Brand: Sunkist Perception: The everyday consumer typically associates the Sunkist brand with the soda of the same name Reality: We are an independent cooperative made up of hundreds of family-owned citrus farms Opportunity: To make the Sunkist name synonomous with citrus not soda
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Presentation by Jordan Atlas ©2015 @JordanAtlas23
In closing
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Further reading / viewing / absorbing!
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Parting thought:
What if you had to reapply for your job every single morning? What would you do differently? What would you do the same?
Presentation by Jordan Atlas ©2015 @JordanAtlas23
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Presentation by Jordan Atlas ©2014 @JordanAtlas23
Thank you!@JordanAtlas23!
!Even further reading (shameless plug)!h3p://ihaveanidea.org/ar9cles/2012/05/29/the-‐beas9e-‐brand/ h3p://ihaveanidea.org/ar9cles/2013/01/08/love-‐the-‐jump/ h3p://ihaveanidea.org/ar9cles/2012/01/23/nothing-‐is-‐the-‐new-‐anything/ h3p://ihaveanidea.org/ar9cles/2011/11/17/not-‐so-‐young-‐and-‐in-‐love-‐with-‐adver9sing/ h3p://ihaveanidea.org/ar9cles/2012/10/23/with-‐my-‐own-‐two-‐hands/ h3p://www.bestadsontv.com/news/blog.php?id=25009