brainstorm shop - dia 1
DESCRIPTION
Dia 1 do Brainstorm Shop 3ª turma - Abril / 2012TRANSCRIPT
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Bomdia!
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#brainstormshop@deniskakazu@mistersoares@masespm
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Denis KakazuDiretor de Criação Associado Ogilvy Londres
- Graduado em Comunicação pela FAAP, SP. - Post Experience Programme da Royal College of Art em Londres- Master Class for Creatives, da HyperIsland na Suécia- DPZ, Talent, Y&R, age, NeogamaBBH, DM9 DDB, Ogilvy, Publicis- Prêmios: Cannes Lions, The One Show, D&AD, Clio, Art Directors Club, London International Advertising Awards, The NY Festival, FIAP, El Ojo, Clube de Criação de São Paulo e revista Archive.
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Marcelo CostaDiretor de Criação Associado da Cubo
- Graduado pela Universidade de Brasília- Mestrado em Typography, London College of Communications- Master Class for Creatives, da HyperIsland na Suécia- AgenciaClick, Fallon London, LeanMeanFightMachine, AntidoteJWT, Y&R Br
- Projetos globais: Nokia, Sony, Unilever e Samsung
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MiamiAd School/
ESPM
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• 2 sábados consecutivos• Curso intensivo: 9h as 17h• Conteúdo: Criação, Estratégia, Cenário Digital, Processos, Gestão• Vagas limitadas
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Porque Brainstorm Shop
- Processos- Ideias melhores
- Inovação
- Liderança
- Trabalho em equipe
- Gestão
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Reinventar- Diretores de Criação
- Diretores...
- Empreendedores- Líderes - O que for
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Não é um curso sobre como criar.É um curso sobre
criar mais e melhor.
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Ser mais eficiente
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TalentoSe você tem, você é uma pessoa:
Curiosa Craft Apaixonada
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O que esperamos:
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Quanto mais você participar,
melhor vai ser seu aproveitamento.
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Perguntee opine.
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FazerAssumir e aprender com o erro.
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O processo é tão importante quanto o resultado final.
Fazer
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Você sai ganhando.Mas melhor do que isso:
Todos ganham.
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Esqueçam o cargo.
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Saiam de suazona de conforto.
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Trust
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fale& escreva
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play!
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Todossão bem-vindos
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Introduções
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O que é digital?
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“Hoje começamos a perceberque a new media não são apenastruques tecnológicos para criarmundos de ilusão, mas novaslinguagens com novas e únicas
forças de expressão.”The Medium is the Message,Marshall McLuhan, 1957
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Digital não existePORQUE
DAQUI A POUCO
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ele estará em TODO lugar.
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MAS não precisamosreinventar a roda
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EverythingIs a Remix
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Social TVSecond Screen
TV Apps.
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80% de jovens com menos de 25 anos
nos EUA se comunicam com amigos enquanto assistem TV
72% deles usam algum tipo
de aplicativo para comentar sobre o que assistem
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Comercial de TV!
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história (entretenimento)&
serviço (utilidade)
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Diferente de nós, as pessoas não diferenciamONLINE de OFFLINE
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E com quem realmente competimos
pela sua atenção?
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sua idéia genial está aqui
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As diversas telas ou portais de acesso:
TV - o contador de históriasCELULAR - o amante
TABLET - o magoLAPTOP - o oráculo
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Os produtos viramas campanhas
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Business Design
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agências start-ups/PInovos modelos de negócio:
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Anomaly
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Cubo
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Antidote
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Trial & Error
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em constante BETA
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em constante colaboração com
o cliente
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Mas porque tudo isso?Além de fazer o negócio ser mais lucrativo, claro.
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Sua forma de aprender mudouConstrução do conhecimento mudou.
Não é linear, é circular. Nada é definitivo.
As conexões no seu cérebro mudaram.Geração MultiTab.
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Informação é commodity.CONHECIMENTO, não.
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Desacelerar é bom.
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Devemos saber administraresses estímulos externos.
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Algumas coisas bem legais que estão acontecendo bem debaixo de nossos narizes:
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HACKATONS
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A internet das coisas
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Brazil Innovators
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Bomalmoço!
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13 Simple Steps To Get You Through A Rough Day
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Processo Estruturado de Criação
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Começo, meio
& fim.
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Objetivos:• Praticar a geração de ideias em equipe.
• Exercitar algumas ferramentas para ajudar no processo criativo
• Praticar a reflexão.
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fale& escreva
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play!
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Quanto mais você participar,
melhor vai ser seu aproveitamento.
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“Se você não está preparado para errar,
você nunca criará nada original.”
Ken RobinsonAutor e especialista em Criatividade
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Caos
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Entendendo o Caos- O caos faz com que ideais apareçam - Ideias em quantidade e qualidade- Tudo é possível- Demanda muita energia
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Ordem Caos Ordem
Criação & Estratégia
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“O campo de batalha é uma cena de caos constante.
O vencedor será aquele que controla o caos,
tanto o seu próprio como o de seu inimigo.”
Napoleão Bonaparte
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“O desafioda arte é trazer o caos
para a ordem.”Theodor Adorno
Filósofo e sociólogo da Escola de Frankfurt
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Ordem Caos Ordem
Criação & Estratégia
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Ideias podem aparecerpor inspiração...
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Ou podem vir de um processo
Briefing:foco, problema,
estratégiaGeraçãode ideias
Avaliaçãodas ideias Desenvolvimento
Ideiafinal
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2 vantagens do processo:
1. Separa o pensamento criativo do analítico
2. Produz quantidade (e qualidade)
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Regras
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Regras1. Não julgue. Avalie depois2. Construa sobre as ideias dos outros3. Encoraje ideais malucas: Wild Ideas!4. Quantidade5. Escreva tudo
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Diga “sim, e...”
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Now...
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Esvazieo cérebro.
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2. Palavras Randômicas3. Brainstorm Negativo
1. Cinco minutos
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1. Cinco minutos
- Em silêncio, passe 5 minutos sozinho, escrevendo ideias nos post-it
- Divida suas ideias
- Construa sobre as ideias dos outros
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Regras
1. Não julgue. Avalie depois2. Construa sobre as ideias dos outros3. Encoraje ideais malucas: Wild Ideas!4. Quantidade5. Escreva tudo
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2. Palavras Randômicas- Escreva 5 palavras aleatórias nos post-its e coloque no centro da mesa
- Pegue uma palavra de cada e comece a criar a partir disso
- Construa sobre as ideias dos outros
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Regras
1. Não julgue. Avalie depois2. Construa sobre as ideias dos outros3. Encoraje ideais malucas: Wild Ideas!4. Quantidade5. Escreva tudo
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3. Brainstorm Negativo
- Crie 5 soluções realmente ruins
- Transforme cada uma das 5 soluções em uma nova e boa ideia
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Regras
1. Não julgue. Avalie depois2. Construa sobre as ideias dos outros3. Encoraje ideais malucas: Wild Ideas!4. Quantidade5. Escreva tudo
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Brief
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As melhores ideiassão as ideias
que nos dão medo.
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MAIS ORIGINAIS
MENOS ORIGINAIS
MAIS RELEVÂNCIA
MENOSRELEVÂNCIA
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ReflexãoCrie o hábito de refletir sobre
o que você vivenciou.
É importante para o crescimento.
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Reflexão
- Como foi o dia hoje? O que eu aprendi.
- Com quem interagi? Devo agradecer? Dar feedback?
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Briefing:foco, problema,
estratégia
Geraçãode ideias
Avaliaçãodas ideias
Desenvolvimento
Ideiafinal
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Obrigado
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