the mysterious big idea (idea safari)

The Mysterious

BIG IDEA

Technology80% OF TODAY’S

DIDN’T EXIST 5 YEARS AGO

Source: Forbes, April 2012

PHASE SHIFTThe world is in a

to a new creative econ!y

Source: Forbes, April 2012

Creative IdeasTHE ANSWER:

THAT SOLVE THE RIGHT PROBLEM AT THE RIGHT TIME

THE RIGHT

Global creative leaders (i.e., us) can provide

VISION

LANGUAGE

TOOLS

DEVELOPING BIG IDEAS IS EASY

DEVELOPING THE RIGHT KIND OF IDEAS FOR YOU & YOUR CLIENT IS HARD

The Challenge

In this hour,

20 MINUTES OF VISION, LANGUAGE, TOOLS

20 MINUTES OF WORKSHOP

20 MINUTES OF PRESENTATION

And whoever is best

GETS €400 AT THE GUTTER BAR

THIS WORKSHOP

LEE ADAM

But first, here’s how we got to

STARTEDWORKING TOGETHER.

We only just

Meet

ADAM KERJ

- HOW DO YOU PRONOUNCE KERJ?- DON’T SWEDES LISTEN TO WEIRD TECHNOPOP?

- IS HE ONE OF THOSE “IT’S A BIG IDEA IF I SAY IT IS” GUYS?

Meet

ADAM KERJ

Meet

?

LEE MAICON

- WHAT IF HE DOESN’T LIKE MY WEIRD TECHNOPOP?

-HE DOESN’T LOOK MEXICAN. WHY IS HE IN BLACK & WHITE?- IS HE ONE OF THOSE “IT’S A BIG IDEA IF I SAY IT IS” GUYS?

Meet

LEE MAICON

10 YEARS AGO

BIG IDEAS WERE ‘EASY’

We agreed...

WE LOOKED AT THE WORK

WE HAVE DONE OURSELVES

To agree on what big ideas are

they draw and cook

THESE ARE THE KINDS OF BIG IDEAS WE WANT TO KEEP MAKING

HOW DO WE GET THERE?

We agreed...

COME IN ALL SHAPES AND SIZES

Big ideas

What we needed to do was focus on...

THE RIGHT

VISION

LANGUAGE

TOOLS

What we needed to do was focus on...

THE RIGHT

VISION

LANGUAGE

TOOLS

HAS BEEN

REAL TIME VALUE EXCHANGE.

At the core of our success as an agency

Focus on

THE RIGHT

VISION

LANGUAGE

TOOLS

EVERYONE ASKS FOR BIG IDEAS BUT

THEY DON’T MEAN THE SAME THING

We agreed...

IDEAS WITH REAL TIME VALUE EXCHANGE

WITHOUT A SHARED LANGUAGE, WE’RE NOT HUNTING FOR THE SAME THING

So even if everyone is aiming for

HUNT THE SAME THING

We needed to help ourselves

‘HUNT’

Hmmmmm.....

Which led us...

THE IDEA SAFARI

We defined our prey

CHAMELEONTACTICS (BIG OR SMALL)

x

x

x

x

CHAMELEON

GORILLAACTIVATION PLATFORM/SERIES OF TACTICS

LIONCAMPAIGN IDEA

ELEPHANTTRANSFORMATIVE BUSINESS IDEA

CHAMELEON

TACTIC (BIG OR SMALL)

GORILLA

ACTIVATION PLATFORM/SERIES OF TACTICS

LION

CAMPAIGN IDEA

ELEPHANT

TRANSFORMATIVE BUSINESS IDEA

- FROM ‘SMALLER TO BIGGER’

- THEY LET US THINK ‘INSIDE THE BOX’

- NOT ALL ONE TYPE OF FAMILY

What do you notice about them?

PROBLEM CURRENCY

CREATIVE BRIEFASSIGNMENT CHECKLIST

From To

Where are you now and where do you want to go?

Is there already brand work that needs to be considered?

What we are making

What are you asking the creative, community team or anyone else to do or make to solve this problem?

Is it a:tactic (big or small)program (set of tactics)a campaign ideaa transformative business idea?

What’s in our arsenal to make this happen?

Chameleon

Gorilla

Lion

Elephant

How will we create real time value exchange?

Who are talking to?

What do you know about them? What is the insight? What is the value exchange?

HOW will get them to engage?

When relevant, what is the role of digital (or whatever we’re making) in overcoming that barrier?

WHY will they do this?

What is the checklist for getting to amazing, inspiring work that will create a value exchange for the brand?

What does success look like?

What will we learn and how will we reapply as the work goes on?

What makes it great

Brand: Team: Approval:

THOUGHTSTARTERS

Don’t be shy. Aren’t there any initial ideas or ways in that could compel amazing work?

Maybe there’s one finding in the research that could be a springboard for brilliant creative?

Ok, what about a big idea on the table that just needs some polishing?

Fine, how about other campaigns or events we should steal from?

OTHER

Mandatories like a client tagline or design to be incorporated?

What are key dates?

Now you.

SEPARATE TEAMS WILL GO OFF ON THEIR OWN IDEA SAFARI

WINNING TEAM GETS €400 TAB AT THE WORLD-FAMOUS GUTTER BAR

What now?

THE FIRST WORKSHOP ON THE FIRST DAY OF CANNES LIONS

The Problem

FROM

THE MOST SHARED ON THE FIRST DAY OF CANNES LIONS

TO

The Currency

CANNES LIONS ATTENDEES

WHO

FEAR OF MISSING OUT, UTILITY, AMBITION TO SELL BIG IDEAS

HOW

HAVE A CLEAR VISIONDETERMINE WHICH ANIMAL(S) YOU NEED CREATE YOUR OWN IDEA SAFARI

Assignment

1. TEAM AND VISION2. NO MOCKING THE CLIENT (US)4. DRIVE MEASURABLE TALK ONLINE (#)5. NO LITTER OR LAWBREAKING

Checklist

1. PROMOTE THE 2PM WORKSHOP2. OWNABLE TO 360i & IDEA SAFARI

Mandatories

1. WHAT ARE YOU GOING TO DO?2. HOW WILL WE MEASURE SUCCESS?3. WHY DO YOU BELIEVE IN IT?

LEE.MAiCON@360i.COM

The last 20 minutes

This document consists of intellectual property owned by 360i that is provided to you for evaluation purposes only. Recipient agrees that issues relating to any work by 360i based on this proposal, including ownership and indemnification for patent infringement may be addressed in a Statement of Work.

1. MAKING #IDEASAFARI SPREAD2. DEMONSTRATION OF #IDEASAFARI PRINCIPLES3. WHATEVER ELSE ADAM & LEE DECIDE4. MUST BE REGISTERED WITH LEE.MAICON@360i.COM

You will be judged on...

This document consists of intellectual property owned by 360i that is provided to you for evaluation purposes only. Recipient agrees that issues relating to any work by 360i based on this proposal, including ownership and indemnification for patent infringement may be addressed in a Statement of Work.