Date post: | 28-Jan-2015 |
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Being mega creative is easy peasy Japanesy
So easy a child could do it
Come to think of it, children do do it
(Like my daughter)
Children are the most creative people around
(After Jimmy Carr’s accountant)
So embrace your inner child – and PowerPoint – and follow these 3 steps
1. Be simple yet surprising
1. Be simple yet surprising2. Tell a compelling, emotive story
1. Be simple yet surprising2. Tell a compelling, emotive story3. Apply ICE (insight, concept, execution)
1. Simple yet surprising
Lots of creative work is simple but not surprising
Lots of creative work is simple but not surprising
Lots more is surprising but not simple
The creative challenge: do both
Something simple, immediateand easy to understand
Yet new, fresh and surprising
2. Tell a compelling, emotive story
Like the John Lewis Christmas TV ad
– Compelling –Because we want to persuade our audience to do something
So involve them, persuade them and use psychology
(Like a Derren Brown show)
– Emotive –Emotional experiences make more of an impression and
are better remembered
Like your childhood memories – it’s the emotional experiences
that you recall most easily(Cue another daughter pic)
– Storytelling –Stories have always been a
powerful, engaging way to pass on knowledge and communicate
Novels, films, TV, anecdotes, gossip mags, blogs, tweets and
true stories – we love consuming content in story-form
But it’s important to do all three – compelling & emotive & story
Not just one or two
Just a compelling story?A BBC documentary
Great content, but not very moving… so not very memorable
(sorry, bloke from Bang Goes The Theory)
Just a story that’s emotive?A blockbuster movie
Gripping, moving, but it’s not going to persuade you
to do anything
But it is really sad when Bruce Willis dies, isn’t it?
(Sorry, spoiler alert)
Just emotive and compelling?A Bjork music video
Without a story, you won’t be able to pass it on
to someone else
PS One way to tell compelling, emotive stories: engage your
audience’s head, heart and hand
3. Insight, concept, execution
The ‘creative process’ can be split into three –just look at Toy Story
– Insight – The innovative thoughtbehind the whole thing
Eg What if toys come to life when their owners aren’t around?
– Concept – Brings the thought to lifeEg The plot of Toy Story,
characters like Buzz Lightyear
– Execution – The craft skill that
polishes the conceptEg The particular choice of animation used in Toy Story
Oh, and remember those bizarrely named
‘hygiene factors’ –
Great creative is on brief and on brand
And right for the audience and medium
And that’s it
Like we said at the start – easy peasy Japanesy
1. Be simple yet surprising2. Tell a compelling, emotive story3. Apply ICE (insight, concept, execution)
And Congratumalations – you’re a creative genius
(Or a small child)