Qantas Creative Workshop
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Transcript of Qantas Creative Workshop
BETTER CREATIVE BRIEFS FOR EVERY JOURNEY
1. UNDERSTANDING THE CREATIVE PROCESS
2. HOW TO WRITE BETTER BRIEFS [ uncovering the four creative triggers ]
3. BETTER PRESENTATIONS [ how to give more effective feedback ]
www.slideshare.net/Reosurfer
COPYRIGHT NOTICE: This material and the work produced from this marketing brief (including, without limitation, all intellectual property, artistic and literary works therein) is copyright. Subject to the conditions prescribed under the Copyright Act, no part of this material may be reproduced without written authorisation of MercerBell Pty Limited ABN 57 435 510 529. All enquiries should be addressed to MercerBell 3-71 York Street Sydney NSW 2000 AUSTRALIA (02) 9299 0802.
1. UNDERSTANDING THE CREATIVE PROCESS
“I’m not creative”
Every child is an artist. The problem is how to remain an artist once you grow up.
7BILLION 1. CREATIVE PROCESS
7BILLION
1. This is awesome 2. This is tricky 3. This is shit 4. I’m shit 5. This might be okay 6. This is awesome
1. CREATIVE PROCESS
1. CREATIVE PROCESS
John Heywood 1546
COLLABORATION
“GIVE ME THE FREEDOM OF A
TIGHT BRIEF” David Ogilvy
HOW TO WRITE AN AIRLINE AD
How creatives begin idea generation
~ Is there an idea in where it was
made or where the company is from?
~ What if it’s not an ad? Think social, digital ambient,
ambush etc ~ Current events ~ Trends ~ Is there an idea in showing what
happens without the product? ~ Repetition ~ Shock tactics ~ Metaphor & analogy
~ Surreal & Bizarre
1.FLAGS
FLAGS
FLAGS
2.ROUTE MAPS
2.ROUTE MAPS
2.ROUTE MAPS
3. ANIMALS
3. ANIMALS
4.TRAVEL ICONS
4.TRAVEL ICONS
4.TRAVEL ICONS
5.CELEBRITY
5.CELEBRITY
5.CELEBRITY
5.CELEBRITY
6. WINDOWS
6. WINDOWS
6. WINDOWS
7. TAILS
7. TAILS
7.CREW
7.CREW
9. PLANES
9. PLANES
9. PLANES
9. PLANES
“You want to get on a plane to feel alive. You want to get on a plane to see just a hint of a women’s thigh because her skirt is, this much too short”
10.SEX
10.SEX
10.SEX
10.SEX
10.SEX
10.SEX
10.SEX
10.SEX
3 WAYS YOU CAN HELP THE
CREATIVE PROCESS
1. THE IMPORTANCE OF THE BRIEF
1. ‘the factory visit’
1. KNOW YOUR PRODUCT
1. KNOW YOUR PRODUCT
“Always have
the product on
your desk”
1. KNOW YOUR PRODUCT
PTaste PTouch PSmell PSight PSound
1. KNOW YOUR PRODUCT
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List how else
you might offer
access to Qantas
EXERCISE No. 1
1. KNOW YOUR PRODUCT
2. EMPLOY ‘WORD BOMBS’
Words are little bombs. The right ones can explode inside us, demanding an
original and exciting idea.
Crazy, zany orange drink
2. WORD BOMBS: Before
Taste the buzz of real oranges
2. WORD BOMBS: After
Taste the buzz of real oranges. c.1990
Harley Davidson the escape machine
2. WORD BOMBS: Before
Harley Davidson sets you free
2. WORD BOMBS: After
Harley Davidson sets you free
Rediscover BA, we have more flights to more places.
2. WORD BOMBS: Before
Rediscover the pure magic of flying
2. WORD BOMBS: After
3:3. WORD BOMBS: After
3. INFORM TO INSPIRE
BE HONEST
1. Creative collaboration begins with your brief 2. Look to ‘inform to inspire’ and you’ll fuel the fire 3. Employ ‘word bombs’
Understanding the creative process
2. HOW TO WRITE BETTER BRIEFS
[ uncovering the four creative triggers ]
2. BETTER BRIEFS
THE VATICAN
Pope Julius II ~ 1508
POPE JULIUS II
By Damian O’Malley
2. BETTER BRIEFS
MICHELANGELO
2. BETTER BRIEFS
THE BRIEF
2. BETTER BRIEFS
BRIEF ONE: Can you please
paint the ceiling.
2. BETTER BRIEFS
2. BETTER BRIEFS
- No guidance or inspiration
- No hint as to what the
solution might be
- Leaves all the decisions
up to Michelangelo
BRIEF TWO:
Can you paint the
ceiling using red,
green and yellow.
2. BETTER BRIEFS
2. BETTER BRIEFS
- Too prescriptive,
without any justification
- No hint as to what he
needs to paint
BRIEF THREE: We’ve got problems with damp
and cracks in the ceiling.
I’d be grateful if you would
just cover it up for us.
2. BETTER BRIEFS
2. BETTER BRIEFS
- Still no guidance
- No hint of opportunity
- Gives Michelangelo
depressing information and
appears that no one cares
anyway
BRIEF FOUR: Please paint biblical scenes on
the ceiling, incorporating some
or all of the following:
God, Angels, Cupids & Saints
2. BETTER BRIEFS
2. BETTER BRIEFS
- Gives Michelangelo
a good starting point
- Hasn’t yet informed
to inspire
BRIEF FIVE: Please paint the ceiling like it
was touched by the hand of God.
Being an inspiration and
a lesson to his people. BRIEF FIVE: Please paint the ceiling for the greater glory of God,
being an inspiration and lesson to his people.
Frescoes which depict the creation of the world,
Mankind’s degradation into sin and the divine
wrath of the deluge and the presentation of
Noah and his family.
2. BETTER BRIEFS
“Painted like it was touched by the hand of God.”
2. BETTER BRIEFS
1:1. INFORM TO INSPIRE
POPE FRANCIS
FOUR KEY CREATIVE TRIGGERS THAT GUIDE THE CREATIVE PROCESS
2. BETTER BRIEFS
The what ‘What is the SINGLE issue to focus on,
and why this one?’
TRIGGER No. ONE
2. BETTER BRIEFS
Worry more about
your problems.
2. BETTER BRIEFS 2. BETTER BRIEFS - WHAT
“a problem well put is half solved”
John Dewey - Pragmatist
2. BETTER BRIEFS 2. BETTER BRIEFS - WHAT
Three ways to define better business problems ________________________________________________________________________________________
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1. The key to a good problem definition is ensuring that you deal with the real problem - not its symptoms. 2. Try expressing the business problem as a challenging question. 3. Once you’ve defined the problem, reduce it to a single sentence.
2. BETTER BRIEFS - WHAT
There are different levels of problem
“Great solutions
require great problems”
2. BETTER BRIEFS
How you define the problem
defines the solution.
TRIGGER No. ONE
2. BETTER BRIEFS – WHAT
TRIGGER No. TWO
The who [ ‘Target Audience’
2. BETTER BRIEFS
TRIGGER No. 2
The who
2. BETTER BRIEFS
Three key things you need to consider when uncovering the customer insight and building a persona (pen portrait).
1. demographics 2. psychographics 3. then examine the customer’s beliefs
PEN PORTRAIT
DEMOGRAPHIC:AGE: SEX: ENTHNICITY: FAMILY STATUS: HOME: JOB:
PSYCHOGRAPHIC:LIFESTYLE: HOBBIES: INTERESTS: ATTITUDES: BEHAVIOUR: VALUES:
Describe the customer in relation to the brand ________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
2. BETTER BRIEFS - WHO
PEN PORTRAIT DEMOGRAPHIC:AGE: SEX: ENTHNICITY: FAMILY STATUS: HOME: JOB:
PSYCHOGRAPHIC:LIFESTYLE: HOBBIES: INTERESTS: ATTITUDES: BEHAVIOUR: VALUES:
Describe the customer in relation to the brand ________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
2. BETTER BRIEFS - WHO
CUSTOMER INSIGHT
2. BETTER BRIEFS - WHO
TRIGGER No. THREE
The why
2. BETTER BRIEFS - WHY
‘What is the key message?’
THE SINGLE MOST COMPELLING THING WE HAVE TO SAY
SAY IT IN THE MOST
MOTIVATING WAY
2. BETTER BRIEFS - WHY
How to turn an observation into an insight
2. BETTER BRIEFS - WHY
INSIGHT FORMULA
Observation: What people do or say
We consume chocolate bars
to satisfy our hunger.
2. BETTER BRIEFS - WHY
INSIGHT FORMULA
2. BETTER BRIEFS 2. BETTER BRIEFS - WHY
EXERCISE No. 2
Don’t just list all the features, draw out the benefits.
Don’t just list all the features, draw out the benefits.
Don’t just list all the features, draw out the benefits.
PENCIL SAVES MAN’S LIFE
Shareable
Create art Works underwater
EXERCISE No. 2
2. BETTER BRIEFS - WHY
PICK THE PROP
2. BETTER BRIEFS - WHY
PROP: The airline for the world’s people.
3. PICK THE PROP EXERCISE No. 3
3. PICK THE PROP
Is it ok to relax this much on a plane? Yes, in American Airlines ‘Lie-Flat’ Business Class.
PROP: The airline for the world’s people.
3. PICK THE PROP
PROP: Sleep flat out in Business Class.
EXERCISE No. 3
3. PICK THE PROP
PROP: The airline for the world’s people.
3. PICK THE PROP
PROP: Sleep flat out in Business Class.
PROP: Explaining the world’s secrets.
EXERCISE No. 3
TRIGGER No. FOUR
2. BETTER BRIEFS - HOW
The how [ ‘Deliverables, Channels/Considerations, Budget & Timings’
2. BETTER BRIEFS - HOW
THE DETAILS HELP SHAPE THE IDEAS
So what are we doing?
Who are we talking to?
Why are they going to believe us?
And how are we going to tell them?
CREATIVE TRIGGERS
WHAT: How you define the problem defines the solution WHO: A good persona brings the customer to life
WHY: Identify a truth that can be used to solve the problem
HOW: All the details help shape ideas
2. BETTER BRIEFS
3. BETTER PRESENTATIONS
1. BEFORE
PLAY AWAY Visit the agency. The team are generally better prepared and more relaxed when they present in their own environment.
1. BEFORE
IN PERSON Whenever possible have the Creative team present their work.
RECAP Begin by revisiting the main areas of the brief. • Problem • Audience • Insight • Prop
1. BEFORE
SMILE Creative types are nearly always nervous, so for a smoother presentation be positive, open and engaged.
1. BEFORE
EXPECTATIONS Have a clear understanding of the level of creative being presented: • Adcepts • Creative territories • Scamps Vs Mac layouts
QUANTITY Have agreement on the number of concepts.
1. Safe 2. Surprising 3. Courageous
1. BEFORE
2. DURING
ASSESSING THE WORK
2. DURING
2. DURING
Grant Welsh Qantas Frequent Flyer No.10 Million
BE THE CUSTOMER You’ve just revisited the key areas of the brief including the target audience so it’s vital you think like the customer.
2. DURING
THE IDEA Does the idea bring the proposition to life in a memorable or dramatic way? LEGS Can the idea work well in all channels; • film • paper • pixels • social
2. DURING
INTEGRATION Has the brand/campaign idea been brought to life in the best possible way? MINUTIAE Don’t stress a missing comma, worry about a missing idea.
RECOMMENDATION Have a recommended concept.
2. DURING
FEEDBACK
“Spend your time on looking at what is good, and making it great.” Sir John Hegarty – Worldwide CD of BBH
2. DURING
2. DURING
FEEDBACK • Try to recognise the good first • Don’t be afraid to ask questions ‘be a Juror, not the Judge’ • Seek understanding if you aren’t sure about something • Initial feedback is good and appreciated • Not sure then ‘sleep on it’ and give feedback later
3. AFTER
THE DE-BRIEF Consolidate and give clear guidance about the collective feedback. Use the MB Debrief Form.
OPTIONS Separate the amends into 1. mandatory and 2. optional changes.
3. AFTER
OPINIONS
Everyone has a opinion about advertising, but have they read your brief?
3. AFTER
FEELING NERVOUS?
Great. That’s a good thing. Pin the work on your wall and give the ideas the overnight test. And remember.
1. Safe 2. Surprising 3. Courageous
REDIRECT Resist the temptation to rework yourself. Try redirecting instead, it’s always more productive.
3. AFTER
STAKEHOLDERS
Ask for help. We are there for you.
3. AFTER
STAKEHOLDERS These are busy people, make it easy for them to see the thinking. 1. Begin with the brief. Always attach the brief (or a summary) 2. Identify the level of creative that they are reviewing • Adcepts • Creative territories • Scamps Vs Mac layouts 3. Present like the agency and begin with a rationale
3. AFTER
STAKEHOLDERS 4. Do your homework, prepare well, and rehearse 5. Present with their desired outcomes in mind. Time, money, politics, legals and ‘pet hates’ 6. Timing is everything (pick your moment)
3. AFTER
3. BETTER PRSENTATIONS 1. Be the customer
2. Juror not Judge
3. Redirect, don’t rework