Title Image
The rules behind breaking creativity rules

How to direct the mind towards breakthrough creative ideas in today’s multiplatform-multicontent brand communications reality

This program examines recent effective innovative award-winning campaigns in digital-interactive-integrated brand communications, while decoding the recurring thinking patterns embedded in them. Based on these patterns, it then offers practical thinking tools for developing new original disruptive ideas utilizing a more efficient-structured creative thinking process. After each thinking tool is presented, it is implemented by participants on actual briefs & tasks, so as to provide them with a tangible real-life test drive for each tool.

Training goals

Acquiring practical thinking tools for leading the process of ideation and creation of new creative concepts and new brand communications campaigns
Learning a new process to inspire, stimulate and foster creativity which provides clear, practical, fertile thinking paths for developing new ideas

Topics

1

How to use interactive platforms to cross the border between the on-line and off-line worlds, while creating innovative usage of digital platforms in people's every-day life

2

How to overcome Fixedness & mental barriers of different sorts. By using components and variables related to a brand in an unexpected manner which reflects an idea/message

3

How to create, within a limited media budget, ideas which provoke strong media coverage and social media brandversations (branded conversations). Thus enabling incremental marketing results

4

How to transform a brand into a warrior for a surprising cause. And initiate a social or cultural movement. Or a public debate

5

How to invent and launch a fictitious new product or role, which will attract free unpaid media and public attention to the brand and it's message/story

6

How to prove a point in a captivating creative manner. Resulting in captivating branded content

7

How to transform a banal promotion into a dynamic experience for consumers. Which not only communicates the promotion, but also the brand idea in a clear unforgettable manner

8

How to create valuable branded content & surprising branded entertainment leading to effective storysharing and stroyteching, not just effective storytelling

9

How to generate a creative translation of an abstract/complicated data input into a clear, relatable, valuable creative output

Designed for

Agency training: a mixed group of disciplines. Mainly creatives, but also planners, accounts, media, PR, etc. from different levels of experience and seniority. Brand training: A mixed group of marketing and communications disciplines. Marketing managers, brand managers, product managers, advertising managers, PR managers, etc. from different levels of experience and seniority.
Joint client-agency training: both

Formats : 2 days on-site training or a bespoke set of online sessions