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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



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


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


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


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


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


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


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


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


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