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IDEALAND 2.0 -Does this font make you think of Swedish Vodka?
IDEALAND 2.0I just had an Idea… But…is it Good? -This presentation will not have one single picture... So concentrate!
Scenario: Your desk…somewhere in this Building…or somewhere else -This is a true story. And I can give the names of the guilty..
Do You recognize this?• AD: “You read the candy brief”?• CW: “Mhmm” You?• AD: “Mmhmm” Kind off.• CW: ”I read on a Blog that the candy is manufactured in a weird, funny-name-town”. -Was this you? Yeah it was, admit it!
Do You recognize this?• AD: “Ahh, that’s funny”.• CW: “So lets say the candy makes you strangely happy based on this. Because –Its made in (funny name)” –Good?• AD: “I guess”… Kind off.• CW: “Mmm maybe not…Lets go for Lunch”. -Common, admit it!
So how do YOU know ? -I know that YOU know that I know.
1st Some Truth about YOU• Fact 1: You’re not well-informed.• Fact 2: You haven’t sat down&actively attacked your problem.• Fact 3: You haven’t done something elsewhile your subconscious mind works on the problem.• Fact 4: You haven’t had an “Eureka!” moment, yet.• Fact 5: You haven’t figured out how to implement your idea. -Here’s another Fact. Google’s original name was Back Rub.
So How do you know?• Shit, it’s not easy. In most chances this is how you start. -Odds are against you and client service are not helping… Clock is ticking and you need to start somewhere and FAST.• Maybe these simple tips can help you… - Are you paying more attention to these lines than the above ones?
1. Look at the Best No1 is always the benchmark. -This is a subliminal line
The Best are Best for a reason• BBH knows Audi• Weiden knows Nike• Fallon knows SONY• CP&B knows B-King ...The list is long• LOOK at their ideas. If they have a great idea on the same category as your product. Compare. - Is it as good as theirs? -Wanna be with the best? email@example.com
2. Look at the brief Revisit an old friend. -This is the bitter truth. You have to. It’s in your contract.
Wisdom is an Old friend1. Does it really solve the Problem? - Honestly, does it? Challenge it.2. What consumer emotion are you looking for? Can it really happen? How’s the idea creatively dramatized?3. Read, underline stuff, ask questions. Just don’t look in the same place as everyone else. -Get Them To Buy your Idea-That’s what it stands for Schmuck!
3. Ask your MOM She knows… -Call her before she calls you.
MOM is always right!• “Youre not famous until your mother has heard of you.” - Jay Leno• In other words She’s a tough crowd to convince.• Friends-family-Colleagues: Expect an honest answer. Maybe you have to re-think it. Maybe not. -This is another subliminal line
4. Find 10 Reasons Why it’s Good! -You are so smart!
Why 10?• Past three you have a campaign.• Past five you might have found something better.• Past eight you stopped counting. -You are so, so, so smart!
5. Find 10 Reasons Why NOT. -Actually You are NOT so smart!
Why 10?• Past three you don’t have a campaign.• Past five you might have found something better.• Past eight you trashed it and decided to check your FB-Status. -You are so, so, so NOT smart!
6. Sleep on it. -Alone or with someone, both works.
Simple trick• Before you are to fall asleep, ask yourself. Is this idea good? Ask with conviction.• As soon as you are awake (or half awake) pay attention to your first thought. There is an answer waiting for you.• Hocus Pocus? –You don’t loose by trying -Studies show that sleeping on your Stomach makes you less creative.
7. Sweat it. And it will come -But use a deodorant!
It’s the 90% that counts• Start to write &doodle. Start humble, after several days you begin to translate that flat- footed brief into something interesting.• You keep for several days, and then one day without warning, an idea just shows up at your door. You don’t know from where.• It just shows up. “Eureka”! -Archimedes ran out naked on the street’s screaming Eureka! –Don’t try the same.
8. Start thinking ASAP on How to Present it Sell, Sell, Sell -Think Car salesman…But with a Bazooka!
Packaging is Key• Even your colleagues don’t always get it.• What’s obvious to you is not always to the rest around you. Help them. Simplify• A story well told is always interesting.• Don’t repeat your tricks twice. -Sell dreams not what people expect.
9. How wouldChuck Norris do it? - Assume an AD Alter-ego. -Don’t F*ck with Chuck!
Chuck Wisdoms• Chuck Norris doesnt lie, he makes up truths.• Chuck Norris can draw a perfect circle with a ruler.• Chuck Norris doesnt swim, he pushes the ocean out of his way. -Ad Jedis are now taught to use the "Chuck"
10. Enjoy the Crisis PANIC mode helps FAIL.FAIL.FAIL.
Quitting is for losers• Pressure pushes you away from comfort.• Faith can move mountains. Even your own. You have to believe that you’ll finally get a great idea. You will.• Stubbornness beats intelligence.
11. Ask your CDThat’s what they’re there for. He,he,he – You had no choice
Yep, we know.• We know a thing or two about the client. About advertising. About ideas. About YOU.• We can help by lighting some perspective to your problem. Were old but wise.• We are smart, (not always ) & we just been doing it longer. =Experience.• We want to help you. Always. -
FINALLY“You had an idea once, and a light bulb appeared over your head”.“Chuck Norris had an idea, and the sun was created”. Time for Lunch, who is going to Lunch Box?
Art Director wisdom• 1: People only say "Great idea" if you execute it flawlessly• 2: Even the best copywriter youve ever worked with, cant find a way to explain what you really do to your mom.• 3: Spraymount can be used as hairspray and removed with olive oil or conditioner.• 4: Make logo 30% smaller than you want.When client wants it bigger, enlarge 10%. Repeat 3 times. They never ask 4 times• 5: Everyone in the world can read 5pt if its on the right paper.• 6: Its not about making it simple, its about how you make it simple.• 7: If copywriter ever calls you a wrist, always refer to them as "the textguy" from then on.• 8: Fonts are like voices. Saddam Hussein speaks in Futura Extra Bold Condensed, all caps. (This is the font I used in this PRESO)
Now lets try the following. Shit it’s not over..
Exercise MAKE ONE DHL EXPRESS PRINT IDEA USING JUST ONE THING FROM EACH OF THEESE 3 COLUMNS. TURTLE JAMAICA CRAWL ROCKET MAN THEATER SING COURIER FUNERAL CRY ALIEN JET CARRIER SPY CUSTOMER CITY SUPER FAST GRANDMOTH OCEAN SPEAK ER FOREST THINK OLIGARCH SKYSCRAPE CONNECT YOU R WIN TERRORIST BORDER FAMOUS CLOWN TAXIWRITE DOWN THE IDEA AND YOUR CREATIVE REASON WHY ITS GOOD.