In this lesson, we learnt about the creative process and creative brainstorming.
The creative team is responsible for the origination of advertising ideas and concepts from a creative brief supplied by the planner and account team. It consists of a creative director, art director and a copywriter. They are the ideas people, solving their client's problems. They reach their target audience through understanding of consumer behaviour and the many varied media channels available to the advertiser.
Answers to the questions on the lesson slides:
What is the sequence of the creative thinking process?
Idea generation, concept development, copywriting, visualising the concept, brainstorming.
What are the differences between ideas and concepts?
Ideas are a simple mental effort. They are a straightforward and factual and can exist discretely as individual ideas. Concept on the other hand refers to a process, a procedure. It is not straightforward and requires some long mental processing. It exists as a collection of ideas connected in a more complex and interesting way.
What are the 3 C's of conceptualisation?
Cliche, connotation and context.
What is the difference between headline and body copy?
Headlines work with image to complete a story. It makes little sense but when combined with picture, the full message is expressed. Body copy starts from the middle. It carries on story from where pictures and headline left it. It drives the pace and momentum created by a powerful headline.
What is the mood board for?
The mood board establishes the style to follow. It may include colours, photography, illustration, fonts etc. Once it is approved by the client, it can prevent costly work attempts and wasted resources.
What is the difference between a thumbnail and a tight sketch?
Thumbnails are small-hand drawn sketches of your ideas (written explanation). The idea should be down on paper quickly without much effort. Tight sketches are b&w drawings that explain the concept in a simple way. It normally includes visual ad headline brand logos.
What can be presented to a client?
Visuals. It can be shown either in black and white drawings, tight sketches or highly finished visuals.
We also learnt about brainstorming.
We brainstorm because it gets more and better participation from everyone in the team. It provides a freewheeling environment in which everyone is encouraged to participate. Many issues of the problem will also be solved during brainstorming. All participants are asked to contribute fully and fairly, liberating people to develop a rich array of creative solutions to the problems they're facing.
We researched on different methods of brainstorming like thinking hats, the stepladder technique, reverse brainstorming and starbursting.
Later we learned about visual heavy ads and copy heavy ads.
An example of visual heavy ad from the lesson slides:
This ad has more visuals then words.
An example of copy heavy ad from the lesson slides:
This ad has more words then visuals.
Some ads we found for class activity:
This is a visual heavy ad for Colgate dental floss. I like this ad.
A visual heavy ad for diet pepsi.
A copy heavy ad for Starbucks.
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