2 21 st june the importance of the big idea

Wait and watch…

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• What makes an ad tick?

• What makes it sustain/last long?

• What makes it noticed?

• What makes it connect?

• What makes it effective?


What is creativity?

• Creativity is something no one has done before

• A better product/a new product

• A new application for an existing product

• A new service

• A new feature

• Great communication/advertising


The Creative Process

• Get the brief from the client• Research• Develop the agency brief• Develop the creative strategy• Brainstorm• The big idea!• Develop the creative campaign• Pre test• Publish/release


The importance of

BIG IDEA


“If an ad campaign is built around a

weak idea

or as is so often the case,

no idea at all ,

no matter how good the execution is,

it’s going to fail. “


What is the big idea?

• The main concept

• The main idea

• The main theme

• The bridge between strategy and tactics

• The key to effective advertising


21.6.10Sonali Brahma

The importance of the big idea

• The big idea is like the common thread that holds the family together.

• The big idea is the common thread that holds the ads/communication together like a single family for a period of time

• The executions may differ in the same family of ads, but the big idea stays longer.

• Sometimes the big idea comes in the form of a thought, a line or a visual.


What is the BIG IDEA here?

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What’s your big idea?

• Write twenty five uses for a feather.

• Write twenty five uses for a bicycle

• Pick any object. Hold it, examine it for a while. Smell it, feel it, taste it if possible. Use all your five senses.

• Then close your eyes. And write down whatever thoughts come to your mind regarding this object. Atleast twenty thoughts.

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How to develop the big idea?

• Brainstorm -Throw ideas at each other

• Just do it – Scribble key words, sketches, do not judge ,

however stupid you may feel the idea is

• Doodle - Keep scribbling, If you like something, discuss with

partner, if you cant express in a few words, go back to

scribbling


• Throw it on the wall - If it sticks, you have an idea – paste all

ideas on post its on the wall. Come back the next day and if

they still look good, you have go it. Ask some other people to

take a look at these.

• Have a 100 ideas - If you are on a roll, don’t stop….idea is to

have a 100 ideas, stupid or otherwise.


• Keep the silly ideas - Does this look funny? You may come up with silly ideas, let them stay, see if you can use them, humour always sticks with most people; but don’t set out to be funny, start with being interesting

• Show it, don’t tell it: Try to think of an image; it always grabs better than a headline/tagline. Visuals translate better than words

• KIS: Keep it simple, because they are the most remembered


• No gimmicks – Don’t make a man stand on his head, unless

you are selling something that makes things stay in his

pockets in that position. No gimmicks please.

• Don’t second guess the client: Develop concepts that get

attention and sell the product. Then worry about selling it to

the client. If you worry first, you will imprison your creativity.


Build a maybe- file: Most of your ideas won’t work, but don’tthrow them all away. File the better ones. That may be theanswer to the next assignment, Keep a file of stock photos,scraps, competitor ads, articles that may trigger some greatideas.


Test your BIG IDEA

• Gut check• Matchbook test• Billboard test• Honest evaluation


Honest Evaluation – How?

1) Is it doable? – Within budget, can you execute it correctly? Do you

have the talent, props, location to make it work?

2) Is it on TA? - You love it, but will your target?

3) Does it have legs? - Is it extendable? To other media? Can you do

7000 such ads?

4) Can you sell this to the client? - Will the client have a heart

attack /fire you for being too creative? Can you justify your idea

with sound logic?


Go-A in the rains

• Goa Tourism wants to promote Goa in the monsoons that is the off season.

• What will be your big idea for this?

• Try and get a twist in the tale/idea


[email protected]

Sonali BrahmaCreative Consultant


Happy thinking!

2 21 st june the importance of the big idea

Business

main idea

importance of big idea

weak idea

great ideas

silly ideas

gimmicks dont

ideas wont work

better producta new