The Wonderful Thing About Triggers is Triggers are Wonderful Things
Triggers to create a concept rayn howayek
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Triggers to create a concept
22 triggersBy Rayn Howayek
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I- Without words
• How could the USP be depicted without words? How can the benefit be portrayed in one picture?
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Without words
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Without words
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Without words
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Without words
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Without words
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II- Mixing and Matching
• How can the product be combined with something else in order to make the USP dearer?
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Mixing and Matching
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Mixing and Matching
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Mixing and Matching
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III- Comparative Juxtaposition
• How can the benefit be communicated by comparing the product with something from a completely unrelated context?
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Comparative Juxtaposition
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Comparative Juxtaposition
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Comparative Juxtaposition
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Comparative Juxtaposition
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Comparative Juxtaposition
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VI- Repetition and Accumulation
• How can the product benefit be emphasized by repetition?
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Repetition and Accumulation
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Repetition and Accumulation
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Repetition and Accumulation
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Repetition and Accumulation
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Repetition and Accumulation
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Repetition and Accumulation
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Repetition and Accumulation
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Repetition and Accumulation
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Repetition and Accumulation
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Repetition and Accumulation
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Repetition and Accumulation
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Repetition and Accumulation
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V- Exaggeration
• What exaggeration (biggerm longer heavier thicker smaller shorter flatter, etc.) could represent the benefit more forcefully?
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Exaggeration
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Exaggeration
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Exaggeration
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Exaggeration
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Exaggeration
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Exaggeration
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VI- Turn it Right Around
• How can the benefit be depicted by inverting something familiar into its opposite? Convert the benefit into a disadvantage; show the negative instead of the positive, reverse roles. And change the perspective.
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Turn it Right Around
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Turn it Right Around
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Turn it Right Around
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Turn it Right Around
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VII- Omission and suggestion
• What could replace the product? Who or what could take its place in order to focus on the USP.
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Omission and suggestion
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Omission and suggestion
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Omission and suggestion
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Omission and suggestion
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Omission and suggestion
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VIII- Paradoxes and optical illusions
• How can a paradoxical or contradictory statement emphasize the benefit of a product
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Paradoxes and optical illusions
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Paradoxes and optical illusions
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Paradoxes and optical illusions
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Paradoxes and optical illusions
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IX- Provocation and shock tactics
• How can the product or its benefit be depicted provocatively? What could no one dare to say about the product?
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Provocation and shock tactics
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Provocation and shock tactics
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Provocation and shock tactics
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Provocation and shock tactics
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X- Playing with time
• What effect does time have on the product? How will the product change the user’s future?
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Playing with time
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Playing with time
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Playing with time
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Playing with time
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XI- Spoof and parodies
• What opportunities for spoofing (Legends, fairy tales, movies, TV shows, etc.) or parody (clichés, stereotypes, etc.) does the product offer?
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Spoof and parodies
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Spoof and parodies
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Spoof and parodies
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Spoof and parodies
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XII- Symbols and signs
• How can the product benefit be represented more simply by symbols or signs?
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Symbols and signs
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Symbols and signs
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Symbols and signs
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Symbols and signs
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XIII- Telling Stories
• Which of the following dramatic styles would be best for presenting the product benefit (Horror, thriller, adventure, Comedy, action, soap, opera, etc.)
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Telling Stories
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Telling Stories
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Telling Stories
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XIV- Absurd, surreal, bizarre
• What is the most surreal or absurd idea that would put the brand or benefit centre-stage?
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Absurd, surreal, bizarre
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Absurd, surreal, bizarre
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Absurd, surreal, bizarre
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XV- Take it Literally
• What ideas or statements about the product can be taken literally in order to generate witty or satirical visual images?
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Take it Literally
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Take it Literally
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Take it Literally
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XVI- Change the product
• How could the product be depicted differently to best communicate its benefit? Change its shape? Change its use? Change its location? Alter the way it looks, moves, sounds, smells?
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Change the product
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Change the product
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XVII- Alternative uses
• What unorthodox ways of using the product would give a striking demonstration of its USP?
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Alternative uses
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Alternative uses
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XVIII- Double meanings
• What verbal ambiguities emerge from the brief? (Obscene, sexually suggestive, provocative, playful, witty, etc)
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Double meanings
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Double meanings
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Double meanings
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XIX- In the beginning was the word
• What sayings or proverbs does the product or its USP make you think of? How would others describe the product or its USP? (Your grandparents, politicians, housewives, etc) Listen to everyday talk (jargon, dialect, slang, etc.). What contradictions do descriptions of the product provoke? (Eloquent silence, bittersweet, la force tranquille)
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In the beginning was the word
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XX- Reframing
• Is there another context within which the product would be surprising?
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Reframing
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Reframing
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XXI- Metaphor and analogy
• What metaphors or analogies can be found in nature (technology, etc.) that will represent the brand or the benefit at a glance?
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XXII- Alternative media
• How can an outdoor site be used in a fun to attract and involve the attention of passers-by? What familiar places or objects can you use for you AD to attract in a provocative way?
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