The document discusses different patterns for developing insights that can lead to creative ideas, including observing conflicts, fighting for a cause, and creatively using problems. It provides examples of campaigns like Snickers and Puma that found insights by observing internal or external conflicts. Other campaigns are described that identified a cause for people to engage with that also reflected back on the brand. Additional examples show how identifying an existing problem can provide an observation and articulation of a new brand perspective.
71. Mindscapes has more creative tools for revealing insights, as well as a
whole set of creative thinking tools for creating creative& effective
advertising ideas and campaigns