The Mysterious Big Idea (idea safari)
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The Mysterious BIG IDEA
description
The initial slides presented in a workshop at Cannes Lions 2012 by Lee Maicon and Adam Kerj
Transcript of The Mysterious Big Idea (idea safari)
The Mysterious
BIG IDEA
Technology80% OF TODAY’S
DIDN’T EXIST 5 YEARS AGO
Source: Forbes, April 2012
PHASE SHIFTThe world is in a
to a new creative econ!y
Source: Forbes, April 2012
Creative IdeasTHE ANSWER:
THAT SOLVE THE RIGHT PROBLEM AT THE RIGHT TIME
THE RIGHT
Global creative leaders (i.e., us) can provide
VISION
LANGUAGE
TOOLS
DEVELOPING BIG IDEAS IS EASY
DEVELOPING THE RIGHT KIND OF IDEAS FOR YOU & YOUR CLIENT IS HARD
The Challenge
In this hour,
20 MINUTES OF VISION, LANGUAGE, TOOLS
20 MINUTES OF WORKSHOP
20 MINUTES OF PRESENTATION
And whoever is best
GETS €400 AT THE GUTTER BAR
THIS WORKSHOP
LEE ADAM
But first, here’s how we got to
STARTEDWORKING TOGETHER.
We only just
Meet
ADAM KERJ
- HOW DO YOU PRONOUNCE KERJ?- DON’T SWEDES LISTEN TO WEIRD TECHNOPOP?
- IS HE ONE OF THOSE “IT’S A BIG IDEA IF I SAY IT IS” GUYS?
Meet
ADAM KERJ
Meet
?
LEE MAICON
- WHAT IF HE DOESN’T LIKE MY WEIRD TECHNOPOP?
-HE DOESN’T LOOK MEXICAN. WHY IS HE IN BLACK & WHITE?- IS HE ONE OF THOSE “IT’S A BIG IDEA IF I SAY IT IS” GUYS?
Meet
LEE MAICON
10 YEARS AGO
BIG IDEAS WERE ‘EASY’
We agreed...
WE LOOKED AT THE WORK
WE HAVE DONE OURSELVES
To agree on what big ideas are
they draw and cook
THESE ARE THE KINDS OF BIG IDEAS WE WANT TO KEEP MAKING
HOW DO WE GET THERE?
We agreed...
COME IN ALL SHAPES AND SIZES
Big ideas
What we needed to do was focus on...
THE RIGHT
VISION
LANGUAGE
TOOLS
What we needed to do was focus on...
THE RIGHT
VISION
LANGUAGE
TOOLS
HAS BEEN
REAL TIME VALUE EXCHANGE.
At the core of our success as an agency
Focus on
THE RIGHT
VISION
LANGUAGE
TOOLS
EVERYONE ASKS FOR BIG IDEAS BUT
THEY DON’T MEAN THE SAME THING
We agreed...
IDEAS WITH REAL TIME VALUE EXCHANGE
WITHOUT A SHARED LANGUAGE, WE’RE NOT HUNTING FOR THE SAME THING
So even if everyone is aiming for
HUNT THE SAME THING
We needed to help ourselves
‘HUNT’
Hmmmmm.....
Which led us...
THE IDEA SAFARI
We defined our prey
CHAMELEONTACTICS (BIG OR SMALL)
x
x
x
x
CHAMELEON
GORILLAACTIVATION PLATFORM/SERIES OF TACTICS
LIONCAMPAIGN IDEA
ELEPHANTTRANSFORMATIVE BUSINESS IDEA
CHAMELEON
TACTIC (BIG OR SMALL)
GORILLA
ACTIVATION PLATFORM/SERIES OF TACTICS
LION
CAMPAIGN IDEA
ELEPHANT
TRANSFORMATIVE BUSINESS IDEA
- FROM ‘SMALLER TO BIGGER’
- THEY LET US THINK ‘INSIDE THE BOX’
- NOT ALL ONE TYPE OF FAMILY
What do you notice about them?
PROBLEM CURRENCY
CREATIVE BRIEFASSIGNMENT CHECKLIST
From To
Where are you now and where do you want to go?
Is there already brand work that needs to be considered?
What we are making
What are you asking the creative, community team or anyone else to do or make to solve this problem?
Is it a:tactic (big or small)program (set of tactics)a campaign ideaa transformative business idea?
What’s in our arsenal to make this happen?
Chameleon
Gorilla
Lion
Elephant
How will we create real time value exchange?
Who are talking to?
What do you know about them? What is the insight? What is the value exchange?
HOW will get them to engage?
When relevant, what is the role of digital (or whatever we’re making) in overcoming that barrier?
WHY will they do this?
What is the checklist for getting to amazing, inspiring work that will create a value exchange for the brand?
What does success look like?
What will we learn and how will we reapply as the work goes on?
What makes it great
Brand: Team: Approval:
THOUGHTSTARTERS
Don’t be shy. Aren’t there any initial ideas or ways in that could compel amazing work?
Maybe there’s one finding in the research that could be a springboard for brilliant creative?
Ok, what about a big idea on the table that just needs some polishing?
Fine, how about other campaigns or events we should steal from?
OTHER
Mandatories like a client tagline or design to be incorporated?
What are key dates?
Now you.
SEPARATE TEAMS WILL GO OFF ON THEIR OWN IDEA SAFARI
WINNING TEAM GETS €400 TAB AT THE WORLD-FAMOUS GUTTER BAR
What now?
THE FIRST WORKSHOP ON THE FIRST DAY OF CANNES LIONS
The Problem
FROM
THE MOST SHARED ON THE FIRST DAY OF CANNES LIONS
TO
The Currency
CANNES LIONS ATTENDEES
WHO
FEAR OF MISSING OUT, UTILITY, AMBITION TO SELL BIG IDEAS
HOW
HAVE A CLEAR VISIONDETERMINE WHICH ANIMAL(S) YOU NEED CREATE YOUR OWN IDEA SAFARI
Assignment
1. TEAM AND VISION2. NO MOCKING THE CLIENT (US)4. DRIVE MEASURABLE TALK ONLINE (#)5. NO LITTER OR LAWBREAKING
Checklist
1. PROMOTE THE 2PM WORKSHOP2. OWNABLE TO 360i & IDEA SAFARI
Mandatories
1. WHAT ARE YOU GOING TO DO?2. HOW WILL WE MEASURE SUCCESS?3. WHY DO YOU BELIEVE IN IT?
The last 20 minutes
This document consists of intellectual property owned by 360i that is provided to you for evaluation purposes only. Recipient agrees that issues relating to any work by 360i based on this proposal, including ownership and indemnification for patent infringement may be addressed in a Statement of Work.
1. MAKING #IDEASAFARI SPREAD2. DEMONSTRATION OF #IDEASAFARI PRINCIPLES3. WHATEVER ELSE ADAM & LEE DECIDE4. MUST BE REGISTERED WITH [email protected]
You will be judged on...
This document consists of intellectual property owned by 360i that is provided to you for evaluation purposes only. Recipient agrees that issues relating to any work by 360i based on this proposal, including ownership and indemnification for patent infringement may be addressed in a Statement of Work.
