ADV 442 w1 -Creativity

8/6/2019 ADV 442 w1 -Creativity

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what does it mean to be creative?

by: khairudin murad

creativity



´Creativity is inventing,

experimenting, growing,taking risks, breaking

rules, making mistakes,

and having fun.µ-Leo Burnett

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´Creativityis the AHAmoment!µ

-David Ogilvy

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contents1. What is Creativity?

2. Creative Thinking

3. Creative in Advertising

4. Task / Group Presentation

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� CHANGE the way someone else looksat something

� THINK a new way of looking at

something (bringing a new idea intoexistence)

� CREATE something which has never

existed before

� DEVELOP a new process for doing

something

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Anyone can be

CREATIVE!Creativity is not connected to a specific job



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� Analytic

� Vertical

� Probability

� Focused

� Objective

� Left brain

� Verbal

� Yes

Comparison

CRITICALTHINKING

CREATIVETHINKING

� Generative

� lateral

� Possibility

� Diffuse

� Subjective

� Right brain

� Visual

� Yes and,

but, maybe

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THINKING

CREATIVE

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� CREATIVE THINKING is the

process which we use when we

come up with a new idea

� It can be ACCIDENTAL or DELIBERATE

� It is always in SUBJECTIVE manner

� Don·t think out of the box, think

FAR AWAY from the box!

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CREATIVEPROCESS

DO IT

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1. Work out the objectives that you must

achieve

2. Concentrates on analyzing the problem/task to ensure that the correct question is

being asked

3. Break it down into smaller parts

EFINE YOUR

PROBLEM/ TASK

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1. Start generating possible solutions

2. Generate as many different ideas as

possible.

3. Even bad ideas may be the seeds of good

ones.

PEN MIND &

APPLY CREATIVE

TECHNIQUE

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1. Select the best of the ideas you have

generated

2. Make sure you have all rationales and

objectives attached

3. Always have an option

DENTIFY THE BEST

SOLUTION

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1. The final stage is to implement this solution

2. Define your Action Plan

3. Involves planning and development

RANSFORM

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1. Vespa looking to market their new breadVespa Scooter into Malaysian market.

2. Discuss their creative advertising startegy

3. Apply ¶DO IT· process

CASESTUDY 1



IN ADVERTISING

CREATIVE

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´W e donot

separate

advertisingfrom lifeµ

- Steve Jobs

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Be a

SPONGE!

Go and soak up as

much information

as you can!

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Be a

SPONGE!Engaged in a constant

process of observing,

storing and connecting

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´T he greatest misconceptionpeople have about me is

that I am creative. I am nottrying to be humble. I believe

God creates and we justobserve. People who make

art that is felt by other fellowhuman beings are sharpobservers. Maybe I havebeen blessed with sharp

observation. But I am notcreativeµ

-the late Yasmin AhmadFormer Creative Director of LB KL

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OBSERVATIONPHILOSOPHY

1. Process of filtering sensory informationthrough the thought process

2. Input is received via hearing, sight, smell

taste, or touch and then analyzed through

either rational or irrational thought3. Observe the characteristic and behavior

factor of the subject and imply in personal

views

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DISCUSSION &PRESENTATION

GROUP

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1. Select one celebrity

endorser for TropicanaTwister

2.D

efine and discussObservation

Philosophy of your

chosen celebrity

3.D

iscuss and define¶DO IT process· for

promotional strategyat Mamak stall in

Lembah Klang

TASK«

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CONCLUSION

� Think differently

� Break the rules

� Observe! Observe! Observe!

� Be creative!

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thank you.

ADV 442 w1 -Creativity

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