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Three kinds of advertising
creative ideas
CM417 / Fundamentals of Creative Development
Tu. 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 define 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 unified 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 5
Ragu: Barton F. Graf 9000
Illiteracy: DDB, Paris

What do they have in common?