how to have ideas: a guide to ad concept brainstorming

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What is an idea, anyway?

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When you're stuck for an idea, here's a way to get the juices flowing. It's an especially useful technique for creatives in advertising and design.

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Page 1: How to Have Ideas: A Guide to Ad Concept Brainstorming

What is an idea,

anyway?

Page 2: How to Have Ideas: A Guide to Ad Concept Brainstorming

Leo Burnett 1891-1971

Page 3: How to Have Ideas: A Guide to Ad Concept Brainstorming

The secret of all effective originality in

advertising is not the creation of new and tricky

words and pictures, but one of putting familiar

words and pictures into new relationships.

Page 4: How to Have Ideas: A Guide to Ad Concept Brainstorming
Page 5: How to Have Ideas: A Guide to Ad Concept Brainstorming
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1. Look at interesting work

Caution: Plagiarism may be dangerous to your career.

Page 16: How to Have Ideas: A Guide to Ad Concept Brainstorming

1. Look at interesting work

CA

Design Annuals

Archive

www.frederiksamuel.com/blog

Page 17: How to Have Ideas: A Guide to Ad Concept Brainstorming

2. Use the technique

Page 18: How to Have Ideas: A Guide to Ad Concept Brainstorming

2. Use the technique

Gather raw material

Page 19: How to Have Ideas: A Guide to Ad Concept Brainstorming

2. Use the technique

Gather raw material

Look for connections

Page 20: How to Have Ideas: A Guide to Ad Concept Brainstorming

2. Use the technique

Gather raw material

Look for connections

Sleep on it

Page 21: How to Have Ideas: A Guide to Ad Concept Brainstorming

2. Use the technique

Gather raw material

Look for connections

Sleep on it

Repeat as needed

Page 22: How to Have Ideas: A Guide to Ad Concept Brainstorming

2. Use the technique

Gather raw material

Look for connections

Sleep on it

Repeat as needed

Bring in the critics

Page 23: How to Have Ideas: A Guide to Ad Concept Brainstorming

3. The misery method

Give yourself a tangible goal

Page 24: How to Have Ideas: A Guide to Ad Concept Brainstorming

3. The misery method

Give yourself a tangible goal

Give yourself a reward if you hit it

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Page 26: How to Have Ideas: A Guide to Ad Concept Brainstorming

Thank you, but I really don’t have time to come up with

great ideas.

Page 27: How to Have Ideas: A Guide to Ad Concept Brainstorming

Introducing: Brainstorming à la cubicle.

Page 28: How to Have Ideas: A Guide to Ad Concept Brainstorming

4. Quick association

Go somewhere, anywhere

Page 29: How to Have Ideas: A Guide to Ad Concept Brainstorming

4. Quick association

Go somewhere, anywhere

Make a list of words about the problem

Page 30: How to Have Ideas: A Guide to Ad Concept Brainstorming

4. Quick association

Go somewhere, anywhere

Make a list of words about the problem

Make a list of visuals about the problem

Page 31: How to Have Ideas: A Guide to Ad Concept Brainstorming

4. Quick association

Go somewhere, anywhere

Make a list of words about the problem

Make a list of visuals about the problem

See if there are any connections

Page 32: How to Have Ideas: A Guide to Ad Concept Brainstorming

Try to avoid self-editing.

Page 33: How to Have Ideas: A Guide to Ad Concept Brainstorming

In brainstorming, there are no bad

ideas.

Page 34: How to Have Ideas: A Guide to Ad Concept Brainstorming

Let’s try it.

Page 35: How to Have Ideas: A Guide to Ad Concept Brainstorming

Our creative brief

Page 36: How to Have Ideas: A Guide to Ad Concept Brainstorming

Blank should blank blank

because blank.

Page 37: How to Have Ideas: A Guide to Ad Concept Brainstorming

Soon-to-be brides should drink

Slim-Fast because

you’ll look stunning at your wedding.

Page 38: How to Have Ideas: A Guide to Ad Concept Brainstorming
Page 39: How to Have Ideas: A Guide to Ad Concept Brainstorming

We’re looking for:1. Main topics2. Visuals3. Expressions

Page 40: How to Have Ideas: A Guide to Ad Concept Brainstorming