thinkla adu: creative 2015

Understanding Strategy, Copy & Design Presented by @JordanAtlas23!

Our time together •  Introduction/Overview/Exercise #1

•  Define the idea

•  Articulate the idea/Exercise #2

•  Thought starters on thinking

•  Let’s make something/Exercise #3

•  Closing thoughts

* Please feel free to ask questions and drink throughout (not necessarily in that order)

*

Presentation by Jordan Atlas ©2015 @JordanAtlas23

Intro

Why is the stuff we share in our personal lives so drastically different than the stuff we make in our professional lives? We can change that.


I am Jordan

§  @JordanAtlas23 §  Creative Director §  Unjaded. Teacher. Learner



My influences

Their work


Exercise #1


I am a ______ at my company

Insert your title

in the blank


I am an account exec at my agency

Now insert

the word “creative”


I am a creative account exec at my agency

It should read

like this


I am an account exec at my creative agency

Not like this


We are all creative. Own your part of it.


But…creative is not everyone’s job. It’s everyone’s responsibility.



Defining what an idea is

In order to understand, recognize and articulate what an idea is... You need to to first understand what an idea is not.



Ideas vs. Tools

The idea is not: A brand’s color palette

A flash mob A QR code A testimonial A logo A product shot A list of bullets A hashtag A strategy hidden within clever copy High production value Celebrities A meet up, a tweet up or any other kind of “up” Gamification Reddit AMA Mommy bloggers and things like this. A Vine, Hyperlapse or Snapchat

Credit: Tim Geoghegan, Timmovations

The idea. A working definition(s)


“The idea is an abstraction. It’s a profound expression of an insight. How it gets expressed, well, the beauty of our time is that we've got a thousand ways to do that and its exciting as hell.”

- Ernie Schenck


Breakthrough creative begins and ends with “The Idea”



THE most INTERESTING MAN in the WORLD

The Idea: is fresh, memorable and breaks through the clutter


The Idea: is campaignable in a way in which the executions nearly write themselves


The Idea: when the consumer takes it and makes it their own



How to identify an idea


First step: it’s not f*cken’ easy


Second step: break it down

The idea: break it down STRATEGY + CREATIVE EXPRESSION = IDEA ––––––––––––––––––––––––––––––––––––––––!––––––––––––––––––––––––––––––––––––––––!––––––––––––––––––––––––––––––––––––––––!!––––––––––––––––––––––––––––––––––––––––!––––––––––––––––––––––––––––––––––––––––!––––––––––––––––––––––––––––––––––––––––!!


Idea #1: one version 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. It’s delivered through an art direction driven campaign of humorous illustrations that depicts Subway’s competitors logos (Wendy’s, Carls Jr, KFC) in a rather unflattering manner.


Idea #2: one version STRATEGY + CREATIVE EXPRESSION = IDEA The idea for Kraft’s Athenos Hummus campaign is to communicate that their hummus is done the right way. The Greek way. With tradition, simplicity and respect. It’s delivered through a believable and unique spokesperson: Ya-Ya, (Greek for grandmother), who approves of Athenos Hummus and very little else.


Idea #3: one version STRATEGY + CREATIVE EXPRESSION = IDEA The idea for TurboTax is to convince consumer’s that they should be doing their own taxes because nobody knows the intimate details of their lives better than themselves. It’s 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”.


So…how exactly do you make one of these idea things?


Thoughts on thinking

First, here’s what they think about you


Hugh MacLeod of GapingVoid



WARNING: RESULTS MAY VARY

1 Reassemble existing elements


2 Pick an enemy


3 Twist up something familiar


4 Own the limitations


5 Collaborate above your weight


6 Write what who you know


7 Start with the feeling

8 Creation by facilitation


9 Repurpose rather than replace


10 Shut up and write



Let’s do

The brief: Brand: Sunkist Perception: The everyday consumer typically associates the Sunkist brand with the soda of the same name Reality: We are an independent cooperative made up of hundreds of family-owned citrus farms Opportunity: To make the Sunkist name synonomous with citrus not soda


In closing

thinkla adu: creative 2015

Education

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