No two minds are alike. Two people, given the same creative brief, will produce very different campaigns. This is because the ideas do not materialize out of nowhere. They come from what has been read, seen and experienced every day.
Also, some people are more creative than others, because the exercise of creative thought more often. The creative power of the brain is like a muscle - the more it is flexed, the stronger becomes the fastest and ideas are.
A lot ofart management techniques and copywriters use to create ads are techniques borrowed from fiction writing, film and theater. Books on these topics are good background reading.
Have a healthy selection of books, art and advertising industry in the office is a must. Pick up some copies of D & AD and specialties such as law Craft Alastair Crompton of the copyright.
Here are some techniques you can use to make your creative campaign stronger, improve brand awareness andresponse rate of the campaign.
Keep it simple stupid
KISS. Keep it simple stupid. Express the idea in a small space. On a post-it notes on a napkin. If you can express your idea in concrete or diagram sentences, you probably do not have an idea. At most, you can have multiple unrelated parties.
What many marketers find it difficult to evaluate are the ideas in their infancy. Without the idea made with finished images are not able to see how far the idea can go, orcampaignable as an idea. However, the evaluation of ideas without too much polish, it is advantageous.
Allows concepts of surface, and good ideas to shine.
Cover territories - their spaces
The ideas can be generated, the areas or territories can be covered. Coming up with a pair of disparate ideas is not enough. Creative ideas for the map instead of spaces or territories. They identify these areas from customer insights, research, and a simple intuition.
An idea can be, but is strategically located in the territory right? Choosing the right campaign can be a matter of finding the right idea, the more fertile territory.
Creatives for looking for new territories or new ways of seeing existing territories. Otherwise, their ideas are unoriginal and lack of impact.
Make your idea of a campaign
Creativity and customers hate campaign ideas that can not scale across different media. These require too much exposure and too often only work intelevision.
Companies should go for campaign ideas that can work not only in the richness of television, but also in the small banner space. Otherwise, missing important points of contact.
Turn it on its head
During the brainstorming session, clients and agencies often complain that they 'get the same ideas'. This may be because the group is afraid of challenging the thought, or group is the suppression of ideas that sound absurd at face value.
Unless the group is ready to take'Undiscovered' paths, brainstorming sessions will produce the same results each time. Participants must abandon their fears and criticisms, and turn their thinking on its head.
If car manufacturers always advertise your car with four wheels, an idea that works try the car without wheels. These are the types of consumer challenge of ideas and giving rise to free press coverage.
Incorporating a 'what if' exercise during brainstorming can increase the volume of ideas andthe effectiveness of the group. Such that the sum of the parts contributed by the group is greater than any contribution, one by one spirit.
Straight Title, bizarre visual
The basic ingredients of a media campaign is a title and a visual. Creating an ad that shows a view of quirky, eccentric and a title, usually results in an ad that is too bizarre for audiences to interpret. Similarly, if the title is both visual and rights,Add this literal and does not provide any 'ahhha'.
To achieve the right balance, it seems you need equal parts of the literal and the weird advertising. It is worth remembering that every ad is not a title or visual. Some are simply a vision, and some are just a title.
Is the title of the same view?
Junior creativity often make the mistake of creating ads with a headline and the pictures say the same thing. Next is an example.This creative is not working very hard. Both the title and visual say the same thing.
Instead, groped to make a visual and an independent set on the page. Separately, they do not mean much, but when combined, become an enigma for the audience to solve.
Intelligent? Or too smart?
The debate on advertising 'smart' never ends. Clever ads the risk of their audience is completely the point. In contrast, the lame ads go unnoticed.
Bothstatements are correct. Announcements Blades lack of impact. And being too smart to insulate all but the awards jury. L ', brand and creative medium, all should be weighted to produce the desired effect.
For example, a piece by EPURON designed to be a viral video, it might be perceived as too intelligent. The idea works on many levels, which personifies the wind and which require the audience to look twice. You have to be careful to do it.
If this was a TVC, asking the audience to watchtwice is almost impossible. However, the fact was intended to give the creative to be a viral video on YouTube (so that it can be played more than once), the spiritual element works in its favor to make it more viral.
Topical Reference
Ads can leverage context from the public domain, which is in progress. Sports, religion, politics, sex - these are all fertile places to refer to military service. The construction of an idea around a topical issue can be very powerful, and often Sparkscontroversy.
Humor, gags, jokes, pay-off
Humor is the gag, the punch line, the payoff - these are good techniques to continue to read the audience. Realize that most advertising is interruptive. Compensate consumers by making them smile is the least we can do to get it stopped.
Ideas that have gags that are really fun can get a lot of love and mileage. In fact often more fun than offend some segments of society.
During deployment of humor,make sure it is fun and is related to the brand. Otherwise, the gag will be remembered, but the brand soon forgotten.
Shock Value
For some sectors, such as anti-tobacco smoke, with real people dying of smoking-related cancer is statistically proven to impact more than other technical problems with the shock of the campaigns, you get tired quickly. Forgiveness shock-value. What is shocking today is tomorrow's mundane.
This forces advertisers to seek outthe next visual or statistical shocking. It is not easy to sustain in the long run these campaigns.
Wordplay and visual puns
These techniques were once very popular. There was a time when you could flip through a magazine, and almost every page, even on a pun.
Puns are not created as a clever title, but expressed in sight. These are called visual creative people puns.Most agree on the use of puns should be avoided.
There are punsrisky. At their center is often not the basic idea, and so they are a threat to the country.
Word games are really the last resort.
Juxtaposition
Juxtaposition is achieved when the two views are combined dipole. Take for example the faces of two football coaches of the opposing team, or a cheap car and a luxury car. These are two extremes that have a common report, but are very different. Together they create a striking visual. Their extreme differences givebirth of a new meaning matched one another.
Juxtaposition can be useful to challenge a stereotype, and changing opinions.
Metaphors and hyperbole
Metaphors are one of the most common narrative techniques. Not surprisingly, advertisers often use them. Construct a metaphor borrowed from the public understand, to explain another construct that have little knowledge.
For example, power plugs could be a metaphor for sexuality.
Metaphorsmay be a hyperbole too. A hyperbole is deliberate exaggeration for emotional effect. The effect is intentional, and the public should not be interpreted literally hyperbole.
Irony
The irony is a mode of expression that draws attention to a discrepancy between two levels of knowledge. The definition of irony, in its simplest form, is the difference between what someone could reasonably expect to happen and what actually does. Which means that something is happening that wenot reasonably expect to happen is considered irony.
Alliteration
Alliteration is a series of repeated consonant sounds, which occurs at the beginning of words or within words. Alliteration is used to create melody, establish mood, call attention to important words, and highlight similarities and contrasts. They appear in headlines, titles and slogans in the campaign.
Alliteration is a sentence sounds a little 'ears, and more memorable.
StickyIdeas
Sticky is usually what you get when one or a combination of the above, it works really well. It ends with an advertisement that is spoken and written. An advertising campaign that becomes sticky, it is infected. Without intervention or much media spend, and transmits the public supports the idea, often changing and making it their own.
This TVC recently by Heineken, combined several techniques in this article, and is nailed.
No comments:
Post a Comment