1.Creation & Ideation Presentation by Jordan Atlas 2014 @JordanAtlas23 Presented by @JordanAtlas23

2. Presentation by Jordan Atlas 2014 @JordanAtlas23 I am not Troy Troy is: Troy Scarlott SVP, Marketing at YapStone Amazing friend & mentor 3. Presentation by Jordan Atlas 2014 @JordanAtlas23 I am Jordan I am: @JordanAtlas23 Executive Creative Director Unjaded. Teacher. Learner 4. Presentation by Jordan Atlas 2014 @JordanAtlas23 My influences 5. My influences 6. Presentation by Jordan Atlas 2014 @JordanAtlas23 Lets begin 7. Presentation by Jordan Atlas 2014 @JordanAtlas23 Breakthrough creative begins with The Idea 8. Presentation by Jordan Atlas 2014 @JordanAtlas23 Agenda: The Idea: Defined / Articulated / Created 9. Presentation by Jordan Atlas 2014 @JordanAtlas23 I am a ______ at my company. 10. Presentation by Jordan Atlas 2014 @JordanAtlas23 I am an account exec at my agency. 11. Presentation by Jordan Atlas 2014 @JordanAtlas23 I am a creative account exec at my agency. 12. Presentation by Jordan Atlas 2014 @JordanAtlas23 I am an account exec at my creative agency. 13. Presentation by Jordan Atlas 2014 @JordanAtlas23 We are all creative. Own your part of it. 14. Presentation by Jordan Atlas 2014 @JordanAtlas23 Butcreative is not everyones job. Its everyones responsibility. 15. Sodo you have any idea what an idea is? Presentation by Jordan Atlas 2014 @JordanAtlas23 16. Exercise 1: Define The Idea Presentation by Jordan Atlas 2014 @JordanAtlas23 17. The idea is the concept. Concept is the idea. Presentation by Jordan Atlas 2014 @JordanAtlas23 18. In terms of advertising The idea: is the central theme, which underlies all advertising executions. Presentation by Jordan Atlas 2014 @JordanAtlas23 19. In terms of advertising 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. Presentation by Jordan Atlas 2014 @JordanAtlas23 20. In terms of advertising The idea: is a series of ads (content) for a product/service/company/brand that work individually and cumulatively to communicate the advertisers message to the consumer. Presentation by Jordan Atlas 2014 @JordanAtlas23 21. But first: in order to understand, recognize and articulate what an idea is... it is helpful to first understand what it is not. Presentation by Jordan Atlas 2014 @JordanAtlas23 22. The idea is not: Presentation by Jordan Atlas 2014 @JordanAtlas23 23. The idea is not: A brands color palette. Even if its dictated in the brand guidelines. Presentation by Jordan Atlas 2014 @JordanAtlas23 24. The idea is not: A testimonial of a consumer who looks, talks and acts exactly like the target audience described in the creative brief. Presentation by Jordan Atlas 2014 @JordanAtlas23 25. The idea is not: A really, really big logo. Even if its gold. Presentation by Jordan Atlas 2014 @JordanAtlas23 26. The idea is not: A beautiful product shot. Presentation by Jordan Atlas 2014 @JordanAtlas23 27. The idea is not: The strategy statement disguised as a snappy, advertising headline. Presentation by Jordan Atlas 2014 @JordanAtlas23 28. The idea is not: High production value (Insert a big budget, famous photographer, or trendy director) Presentation by Jordan Atlas 2014 @JordanAtlas23 29. The idea is not: A depiction of the emotional benefit (Insert cute baby, golden retriever puppy or adorable white kitten) Presentation by Jordan Atlas 2014 @JordanAtlas23 30. The idea is not: The product features, in bullet points. No Matter How Many Presentation by Jordan Atlas 2014 @JordanAtlas23 31. The idea is not: A celebrity endorsement. Even if (perhaps especially if) its a Kardashian. Presentation by Jordan Atlas 2014 @JordanAtlas23 32. Presentation by Jordan Atlas 2014 @JordanAtlas23 The idea is: 33. 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. Presentation by Jordan Atlas 2014 @JordanAtlas23 34. Presentation by Jordan Atlas 2014 @JordanAtlas23 35. The Idea: is fresh, memorable and breaks through the clutter. Presentation by Jordan Atlas 2014 @JordanAtlas23 36. Presentation by Jordan Atlas 2014 @JordanAtlas23 37. 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. Presentation by Jordan Atlas 2014 @JordanAtlas23 38. Presentation by Jordan Atlas 2014 @JordanAtlas23 39. The Idea: is something so obvious you wonder why you didnt think of it yourself. Yesterday. Presentation by Jordan Atlas 2014 @JordanAtlas23 40. Presentation by Jordan Atlas 2014 @JordanAtlas23 41. The Idea: is the knot into which all of the loose ends are tied. Presentation by Jordan Atlas 2014 @JordanAtlas23 42. Presentation by Jordan Atlas 2014 @JordanAtlas23 43. Exercise 2: Articulate The Idea Presentation by Jordan Atlas 2014 @JordanAtlas23 44. Big ideas are elusive; challenging to create, easier to recognize. Presentation by Jordan Atlas 2014 @JordanAtlas23 45. Presentation by Jordan Atlas 2014 @JordanAtlas23 Big ideas: Breakdown 46. The idea: Breakdown STRATEGY + CREATIVE EXPRESSION = IDEA Presentation by Jordan Atlas 2014 @JordanAtlas23 47. Presentation by Jordan Atlas 2014 @JordanAtlas23 48. Presentation by Jordan Atlas 2014 @JordanAtlas23 49. Presentation by Jordan Atlas 2014 @JordanAtlas23 50. The idea: Breakdown STRATEGY + CREATIVE EXPRESSION = IDEA 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. Its delivered through an art direction driven campaign of humorous illustrations that depicts Subways competitors logos (Wendys, Carls Jr, KFC) in a rather unflattering manner. Presentation by Jordan Atlas 2014 @JordanAtlas23 51. Presentation by Troy Scarlott 2014 troy scarlott @cityoftroy Presentation by Jordan Atlas 2014 @JordanAtlas23 52. Presentation by Troy Scarlott 2014 troy scarlott @cityoftroy Presentation by Jordan Atlas 2014 @JordanAtlas23 53. Presentation by Troy Scarlott 2014 troy scarlott @cityoftroy Presentation by Jordan Atlas 2014 @JordanAtlas23 54. The idea: Breakdown STRATEGY + CREATIVE EXPRESSION = IDEA The idea for Krafts Athenos Hummus campaign is to communicate that their hummus is done the right way. The Greek way. With tradition, simplicity and respect. Its delivered through a believable and unique spokesperson: Ya-Ya, (Greek for grandmother), who approves of Athenos Hummus and very little else. Presentation by Jordan Atlas 2014 @JordanAtlas23 55. Presentation by Troy Scarlott 2014 troy scarlott @cityoftroy Presentation by Jordan Atlas 2014 @JordanAtlas23 56. Presentation by Troy Scarlott 2014 troy scarlott @cityoftroy Presentation by Jordan Atlas 2014 @JordanAtlas23 57. Presentation by Troy Scarlott 2014 troy scarlott @cityoftroy Presentation by Jordan Atlas 2014 @JordanAtlas23 58. Presentation by Troy Scarlott 2014 troy scarlott @cityoftroy Presentation by Jordan Atlas 2014 @JordanAtlas23 59. The idea: Breakdown STRATEGY + CREATIVE EXPRESSION = IDEA 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 dont. Its delivered through a sophisticated, minimalist art direction and copy style, choosing to use the fewest elements to communicate the most intelligent of thoughts. Presentation by Jordan Atlas 2014 @JordanAtlas23 60. Presentation by Jordan Atlas 2014 @JordanAtlas23 61. Presentation by Jordan Atlas 2014 @JordanAtlas23 62. The idea: Breakdown STRATEGY + CREATIVE EXPRESSION = IDEA The idea for TurboTax is to convince consumers that they should be doing their own taxes because nobody knows the intimate details of their lives better than themselves. Its 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. Presentation by Jordan Atlas 2014 @JordanAtlas23 63. Exercise 3: Create The Idea Presentation by Jordan Atlas 2014 @JordanAtlas23 64. But first, heres what they think about you Presentation by Jordan Atlas 2014 @JordanAtlas23 65. Presentation by Jordan Atlas 2014 @JordanAtlas23 66. Presentation by Jordan Atlas 2014 @JordanAtlas23 67. Presentation by Jordan Atlas 2014 @JordanAtlas23 68. Presentation by Jordan Atlas 2014 @JordanAtlas23 Hugh MacLeod of GapingVoid 69. Sohow the f&ck then? Presentation by Jordan Atlas 2014 @JordanAtlas23 70. WARNING: Results May Vary Presentation by Jordan Atlas 2014 @JordanAtlas23 71. Presentation by Jordan Atlas 2014 @JordanAtlas23 1 Reassemble existing elements 72. Presentation by Jordan Atlas 2014 @JordanAtlas23 2 Pick an enemy 73. Presentation by Jordan Atlas 2014 @JordanAtlas23 74. Presentation by Jordan Atlas 2014 @JordanAtlas23 3 Twist up something familiar 75. Presentation by Jordan Atlas 2014 @JordanAtlas23 4 Self-imposed limitations 76. Presentation by Jordan Atlas 2014 @JordanAtlas23 5 Collaborate Above Your Weight 77. Presentation by Jordan Atlas 2014 @JordanAtlas23 6 Write what who you know 78. Presentation by Jordan Atlas 2014 @JordanAtlas23 7 Start with the feeling 79. Presentation by Jordan Atlas 2014 @JordanAtlas23 8 Creation by facilitation 80. Presentation by Jordan Atlas 2014 @JordanAtlas23 9 Repurpose rather than replace 81. Presentation by Jordan Atlas 2014 @JordanAtlas23 10 Reapply every single day 82. Presentation by Jordan Atlas 2014 @JordanAtlas23 No matter where you want to end up, always begin with respect and empathy 83. Presentation by Jordan Atlas 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