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Three Kinds of Creative Ideas
There are three kinds of creative ideas in advertising: big ideas, campaign ideas, and advertising ideas. Big ideas define a brand through enduring concepts that extend beyond just messages. Campaign ideas are unified by a concept and are brilliantly executed with attention to detail. Advertising ideas are original, solve problems differently, and involve the audience with an "aha" moment. Creative campaigns like Prudential Day One Stories, Ragu by Barton F. Graf 9000, and an illiteracy campaign by DDB Paris exemplify these three types of ideas.
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Three Kinds of Creative Ideas
- 1. 25/28 Three kinds of advertising creative ideas CM417 / Fundamentals of Creative Development Tu. April 23, 2013 Professor Edward Boches
- 2. What is acreative IDEA?
- 3. There are BIGideas
- 4. There are BIGideas --they are creative --they are enduring --they extend beyond advertising --they define a brand --they offer value, not just messages
- 6. Red Bull GivesYou Wings --tagline, mission, call to action, advertising, content, events
- 9. IBM Smarter Planet --program,data, content, support, education, utility, advertising
- 14. Prudential Day OneStories --education, community, content, information, advertising
- 15. Day One --change, anxiety,interests, passion, health, life, longevity, family, understanding
- 16. There are CAMPAIGNideas
- 17. There are CAMPAIGNideas --they are creative --they are unified by a “concept” --they leap off the strategy --they are brilliantly executed --they pay attention to detail --they are memorable
- 25. There are ADVERTISINGideas --they are creative --they are fresh and original --they don’t feel familiar --they look at a problem differently --they involve you --they have an “aha”
- 27. Creative Prudential Day One:Droga 5 Ragu: Barton F. Graf 9000 Illiteracy: DDB, Paris
- 32. What do theyhave in common?