RETHINK ADVERTISINGCREATE IDEAS THAT CHALLENGE THE STATUS QUO

www.createmeaning.com @createmeaning

INTRODUCTION:

Sure, youʻre still young and just about to learn this profession. You may not fill the pages of advertising annuals. And you have only little experience when it comes to working in advertsing agencies and what it really means to handle big accounts.

But, you do know how to create ideas. You know how to use the web and new technologies. Plus you have a special gift. Something that is desperately needed in this industry: A fresh new perspective on everything!

„We canʻt solve problems using the same kind of thinking when we created them.“

This is a famous quote of Albert Einstein and it is at the core of this project. We believe that it is time to rethink and redevine how advertising works in the 21th century.

Be part of a creative movement and help to transform an industry for the better.

VIVA LA REVOLUTION!

MISSION

„Challenge conventional thinking, explore new creative possibilities and redefine advertising in the 21st century.“

THAT‘S YOUR MISSION:

!

CHALLENGE

Transform OlD SCHOOL into NEW SCHOOL

Pick an „old school“ ad-campaign thatʻs currently running in the US and transform it into something new. Your challenge is to create a better and more meaningful solution to the same problem the original campaing is trying to solve.

OLD SCHOOL NEW SCHOOL vs.

1) Pick a „old school“ campaign

2) Identify the problem 3) Create a new solution to it

* the example of an old ad vs. nike plus is a little exaggerated to make the point

The Process:

Print ad for running shoes NIKE plus

THE PROJECT MASTERPLAN

Pick a campaign to transformHOMEWORK:• Research all background-information about the campaign. (Media used / Target audience / the brand & company etc.)

• Put your findings into a short presentation (max. 5 slides)

STEP ONE

Research and identify potential

• Use your newly learned research methods to digg deeper and identify real customer or market insights.

STEP TWO STEP THREE

Develop a proper strategy

• Consolidate your findings into a compelling strategy.

• Use it as a guideline throughout the entire project.

THE PROJECT MASTERPLAN

STEP FOUR

Create Meaning• Instead of an ordinary advertising campaign your challenge is to create something meaningful.

An Idea that helps the brand to succeed and ads substantial value to peopleʻs lifes.

STEP FIVE

Execution• Execute your idea together. Reach out for help and advice from fellow students and experts from different disciplines (i.e. programmer)

• Use all the possibilities out there from digital, mobile to classical media - everything is allowed.

STEP SIX

Pitch your idea• Craft your ideas into a pitch presentation. We will upload all results to slideshare.

• Write a blogpost about your concept and publish it on createmeaning.com

• Spread the word!

GUIDELINES

We can no longer buy attention, so understand what peopleare interested in and work backwards from there.

APPLY A PEOPLE CENTRIC MINDSET

!

• Start with the user in mind

• Digg for insights

• Find out what really matters to them

inspired by Gareth Kay

OLD:Messages

Static Saying

Look & FeelPosing

SimplicityTouch Points

Audience

NEW:ConversationsDynamicDoingExperienceAuthenticityComplexityEngagementsCommunity

Transactions Relationships

inspired by Gareth Kay

USE POST-DIGITAL STRATEGY:

Itʻs what we do, not what we say, that matters. So focus on doing things for people instead of just saying things at them. !

EXPLORE NEW DIGITAL POSSIBILITIES

Think digital first. Explore new ways to engage, inspire and connect people and brands using the possibilities the internet and new technologies have to offer.

!

• Social Media

• Mobile / Apps

• Technology

• Digital Media

• Games

6

1) Understand what people are interested inand work backwards from there

2) Create don´t fill media space

3)

TRY NEW WAYS TO WORK

The rules of advertising have changed. So why stick to the old way of doing things? Try something new, get inspired by different sectors and define your own creative process.

!

• Collaborate and share your ideas

• Apply Design Thinking

• Appriciate everyone‘s perspective

• Think like a Start-Up

DELIVERY

DELIVERY

Blog Post• Tell the world about your concept and the process of creating it. Share your key learnings about what worked and what didnʻt.

• And last but not least, outline your vision for the future of advertising.

Pitch Presentation• Put together a presentation that contains all important informations. From your insights and strategy to the ideas and the final execution.

CRITERIA

!

CREATE MEANING ASSESSMENT CRITERIA

• Does the idea create positive momentum for the brand

• Does it connect the brand to its customers and foster a long lasting relationship

• Is the idea really relevant / does it serve an unmet need

We donʻt focus on glossy execution or creative headlines. Weʻre looking for new ideas that challenge the status quo and redefine the category. So don´t create adʻs, create meaning.

TIMING

Warmup

Fina

l Pre

sent

atio

n

15.8

Due

Dat

e

Week 1

Inspiration / Research

Week 2

Strategy / Ideation

23.8 25.05 30.8

Less

onPr

ojec

t Pha

se

1.9

Execution

Brie

fing

Kic

k O

ff +

Hom

ewor

k

Idea

s +

Feed

back

Fina

l Fee

dbac

k

TIMING

Blo

gpos

t & c

once

pt

pres

enta

tion

VIVA LA REVOLUTION!

ABOUT CREATE MEANING

CreateMeaning is an open initiative to rethink and actively redefine the role of the creative industry in today´s business world.

Our goal is to connect like minded people from various backgrounds and start a discussion about how we can do things differently. By sharing knowledge andprototyping new ideas we want to explore innovative models to challenge thestatus quo.

Want to get involved? CreateMeaning is open to everybody. No matter if your a designer, writer,planner, photographer or any other kind of creative thinker. And there are plentyways to contribute: from giving feedback to writing a blog post, or simply byhelping to spread the word. We are looking forward to collaborate and to changethe world with you! 

Feel free to get in touch. Just send an Email to:  hello@createmeaning.comor visit our blog: www.createmeaning.com