Looking at how creatives can approach a brief and generating new ideas.
Pitching an idea:
Come up with ideas that can work in distinct forms
Look at the leading brands - come up with a concept - still important, adaptable
Different ideas - but same consistent idea still runs through it.
Whats the idea?
Coming up with an idea...
In an advertising context first step of an idea is a key visual
Negatives of creating an idea?
Limitations - put the idea first, ignore limitations
- Don't wear blinkers
- Plant the seed
Creative idea where it starts
Don't stop
Keep to strategy - extend it.
Think
(Fundamental method)
Can be applied to all mediums
Product
Range - what can it be?
Don't stop thinking about the potential of the idea
Distribution
Where will it be seen/get out there?
How will it get to the target audience?
Think about the steps - from the marketing to the purchase.
The engagement? Location - individual opportunities.
Thats the theory...
Budget
technical
what can you do?
Don't limit potential of ideas
And the ideas will come
Asking questions
How can one thing be better/improved from the other?
Group task:
Compile a list of possible idea/conceptual approaches with no brief, focusing on
Study task
The brief:
- To make yahoo the worlds most popular homepage
Objective:
- Increase percentage of users to use yahoo as their homepage
The creative challenge:
- Yahoo! is the original .com start-up, the core element of this success is the Yahoo! homepage
- capture the most important things you need in a homepage
- inspire the users (considering those new to the internet)
- Be available across platforms
Target audience:
- 13-18 year olds
- New users to internet/smart phone access
Creative requirements
- A digital creative campaign
- Ensuring idea works across multiple platforms
- think beyond these formats into what you think will engage this audience on any screen - or where a screen could go
Proposition:
Everyday fun
Supporting Comments:
Wherever you are and whichever screen - the homepage should give you everyday something more entertaining
- The most interesting thing thats happening today (for you)
- Whether you should wear a coat or put the sun tan lotion on
- Search the web for what you’re looking for.
- Connect with your friends - more thoughtful with mail, more instant with messenger, more collective with groups.
In Conclusion
- Deliver simple engagement
- Consider place - where would it be unexpected? interesting and relevant for your work to be displayed?
- Consider everyday habits - how can that be translated digitally.
Considering all these aspects - looking at generating new ideas.
Quick fire word association -
As a group there were mostly negative connotations when thinking of yahoo!
Its interesting to look at these different words in terms of creating solutions and working backwards.
Another effective way of finding some initial new ideas is illustrate it within a spider diagram format, as writing down one idea usually creates.
Highlighting different important phrases can make an easier experience when it comes to breaking down the brief.
Outcome
Two main ideas
Idea one: based on the young demographic, inter grating an education element.
Possibly having a homework help or a tab that changes your experience from normal browsing to study mode, making time efficiency with studying more effective and accessible to younger audience. Since its sometimes hard to find that balance between social media time and study time, if there was a timed aspect such as the screen turning to the study friendly screen experience that could be quite effective.
Second idea: Aa a group we took into mind what yahoo currently looks, like it has a lot of information to see at once for someone thats new to browsing.
Creating a personalised element to the screen, choosing what you don't want to see and what you do could be really effective to engage with the audience.
Overall this task has helped in the acknowledgment of understanding and applying different methods of working and idea generating.
Working away from the screen and having discussions also proves to bring a lot of different perspectives and brings lot of new ideas.
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