Three kinds of advertising creative ideas

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CM417 / Fundamentals of Creative DevelopmentTu. April 23, 2013

Professor Edward Boches

What is a creative IDEA?

There are BIG ideas

There are BIG ideas--they are creative--they are enduring

--they extend beyond advertising--they de!ne a brand

--they offer value, not just messages

Red Bull Gives You Wings--tagline, mission, call to action, advertising, content, events

IBM Smarter Planet--program, data, content, support, education, utility, advertising

Prudential Day One Stories--education, community, content, information, advertising

Day One--change, anxiety, interests, passion, health, life,

longevity, family, understanding

There are CAMPAIGN ideas

There are CAMPAIGN ideas--they are creative

--they are uni!ed by a “concept”--they leap off the strategy

--they are brilliantly executed--they pay attention to detail

--they are memorable

There are ADVERTISING ideas--they are creative

--they are fresh and original--they don’t feel familiar

--they look at a problem differently--they involve you

--they have an “aha”

Creative

Prudential Day One: Droga 5Ragu: Barton F. Graf 9000

Illiteracy: DDB, Paris

What do they have in common?