AdU: Creative 2014 - Creation & Ideation by Jordan Atlas

Creation & Ideation
Presentation by Jordan Atlas
©2014
@JordanAtlas23
Presented by @JordanAtlas23

©2014
@JordanAtlas23
I am not Troy
Troy is:
 Troy Scarlott
 SVP, Marketing at YapStone
 Amazing friend & mentor

©2014
@JordanAtlas23
I am Jordan
I am:
 @JordanAtlas23
 Executive Creative Director
 Unjaded. Teacher. Learner

©2014
@JordanAtlas23
My influences

©2014
@JordanAtlas23
Let’s begin

©2014
@JordanAtlas23
Breakthrough creative begins
with The Idea

©2014
@JordanAtlas23
Agenda:
The Idea:
Defined / Articulated / Created

©2014
@JordanAtlas23
I am a ______ at my company.

©2014
@JordanAtlas23
I am an account exec at my agency.

©2014
@JordanAtlas23
I am a creative account exec at my agency.

©2014
@JordanAtlas23
I am an account exec at my creative agency.

©2014
@JordanAtlas23
We are all creative.
Own your part of it.

©2014
@JordanAtlas23
But…creative is not everyone’s job.
It’s everyone’s responsibility.

So…do you have any
idea what an idea is?
©2014
@JordanAtlas23

Exercise 1:
Define “The Idea”
©2014
@JordanAtlas23

The idea is the concept.
Concept is the idea.
©2014
@JordanAtlas23

In terms of advertising
The idea: is the central theme,
which underlies all advertising
executions.
©2014
@JordanAtlas23

The idea: is the premise
that serves as the foundation of an
advertising campaign and each ad
within the campaign, regardless
of media channel or execution.
©2014
@JordanAtlas23

The idea: is a series of ads
(content) for a
product/service/company/brand
that work individually and
cumulatively
to communicate the advertiser’s
message to the consumer.
©2014
@JordanAtlas23

But first:
in order to understand,
recognize and articulate
what an idea is...
it is helpful to first
understand what it
is not.
©2014
@JordanAtlas23

The idea is not:
©2014
@JordanAtlas23

The idea is not:
A brand’s color
palette. Even if it’s
dictated in the
brand guidelines.
©2014
@JordanAtlas23

The idea is not:
A testimonial
of a consumer who
looks, talks and acts
exactly like the
target audience
described in the
creative brief.
©2014
@JordanAtlas23

The idea is not:
A really, really
big logo.
Even if it’s gold.
©2014
@JordanAtlas23

The idea is not:
A beautiful
product shot.
©2014
@JordanAtlas23

The idea is not:
The strategy
statement disguised
as a snappy,
advertising headline.
©2014
@JordanAtlas23

The idea is not:
High production
value
(Insert a big budget,
famous photographer,
or trendy director)
©2014
@JordanAtlas23

The idea is not:
A depiction of the
emotional benefit
(Insert cute baby,
golden retriever puppy
or adorable white kitten)
©2014
@JordanAtlas23

The idea is not:
The product features,
in bullet points.
 No
 Matter
 How
 Many
©2014
@JordanAtlas23

The idea is not:
A celebrity
endorsement.
Even if (perhaps
especially if) it’s
a Kardashian.
©2014
@JordanAtlas23

©2014
@JordanAtlas23
The idea is:

The Idea:
is a creative expression or device
within a campaign which embodies
the essential message of the brand
in a striking new way to give it
meaning, distinction and fame.
©2014
@JordanAtlas23

©2014
@JordanAtlas23

The Idea:
is fresh, memorable and breaks
through the clutter.
©2014
@JordanAtlas23

The Idea:
is campaignable in a way in which
the executions nearly write
themselves and the consumer
looks forward to seeing and
experiencing the next execution.
©2014
@JordanAtlas23

The Idea:
is something so obvious you
wonder why you didn’t think of it
yourself. Yesterday.
©2014
@JordanAtlas23

The Idea: is the knot into which
all of the loose ends are tied.
©2014
@JordanAtlas23

Exercise 2:
Articulate “The Idea”
©2014
@JordanAtlas23

Big ideas are elusive;
challenging to create,
easier to recognize.
©2014
@JordanAtlas23

©2014
@JordanAtlas23
Big ideas: Breakdown

The idea: Breakdown
STRATEGY + CREATIVE EXPRESSION = IDEA
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©2014
@JordanAtlas23

The idea: Breakdown
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.
©2014
@JordanAtlas23

Presentation by Troy Scarlott
©2014 troy scarlott
@cityoftroy
©2014
@JordanAtlas23

The idea: Breakdown
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.
©2014
@JordanAtlas23

The idea: Breakdown
The idea for The Economist is to illustrate the impact that
their insightful and intelligent magazine has on those who read it.
And, “inadvertently”, those who don’t.
It’s delivered through a sophisticated, minimalist art direction
and copy style, choosing to use the fewest elements to communicate
the most intelligent of thoughts.
©2014
@JordanAtlas23

The idea: Breakdown
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”.
©2014
@JordanAtlas23

©2014
@JordanAtlas23
Thank you
@JordanAtlas23
For further reading
http://ihaveanidea.org/articles/2012/05/29/the-beastie-brand/
http://ihaveanidea.org/articles/2013/01/08/love-the-jump/
http://ihaveanidea.org/articles/2012/01/23/nothing-is-the-new-anything/
http://ihaveanidea.org/articles/2011/11/17/not-so-young-and-in-love-with-advertising/
http://ihaveanidea.org/articles/2012/10/23/with-my-own-two-hands/
http://www.bestadsontv.com/news/blog.php?id=25009

AdU: Creative 2014 - Creation & Ideation by Jordan Atlas

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AdU: Creative 2014 - Creation & Ideation by Jordan Atlas