THE BIG IDEA

A PRESENTATION BY ALYSSA ACEDILLO AND JAY DONATO

BIG IDEA
SOLID, CREATIVE, ON-BRAND IDEA LARGE AND FLEXIBLE ENOUGH TO BE EFFECTIVELY USED ACROSS MEDIA FOR A PERIOD OF TIME

CONCEPT
THE CREATIVE REASONING BEHIND A SOLUTION DETERMINES THE RESULTING MESSAGE; WHAT YOU SAY AND WHAT YOU DESIGN

CONCEPT
SCRABBLE AD

THE 6 ESSENTIAL QUESTIONS

WHO? WHAT? WHEN? WHERE? WHY? HOW?

 FINDING RELEVANT INSIGHT INTO HOW PEOPLE THINK, WHAT THEY NEED OR DESIRE AND HOW THEY ACT ESSENTIAL TRUTH AND EMOTIONAL TRUTH, GENERATE AN IDEA THAT MAKES IT ACTIONABLE, MAKE IT A WAY TO CONNECT TO THE AUDIENCE. -PAT FALLON

CONSUMER INSIGHT

 TO FIND OUT WHAT DRIVES US/CONSUMERS THE TOTALITY OF ENVIRONMENTAL FACTORS AFFECTING OUR NATURE; NURTURE THIS IS THE CONTEXT IN WHICH WE LIVE WHO WE ARE. CONTEXT BEING OUR FAMILY, VALUES, FRIENDS, HABITS, ETC. ALL FACTOR TO HOW YOU RESPOND TO ADVERTISING, OR HOW/WHY YOU

SEEKING CONSUMER INSIGHT

 CONSUMERS SEE A PRODUCT AS AN EXTENSION OF THEMSELVES. PURCHASING DECISIONS ARE OFTEN MOTIVATED BY DESIRE FOR SELF EXPRESSION.

SEEKING CONSUMER INSIGHT

BRAND LOYALTY AND SELF EXPRESSION

OLD SPICE AD

BRAND

HIERARCHY OF NEEDS BY ABRAHAM MASLOW:

 THE UNCONSCIOUS MEANING THAT WE APPLY TO EVERYTHING VIA THE CULTURE WE ARE RAISED IN THE COMBINATION OF THE EXPERIENCE AND ITS ACCOMANYING EMOTION CREATE SOMETHING KNOWN WILDLY AS AN IMPRINT IMPRINTS STRONGLY CONDITION OUR PROCESSED THOUGHTS AND SHAPES OUR FUTURE ACTIONS

THE CULTURE CODE

SEEKING BRAND INSIGHT DELINEATE OR DESCRIBE THE

BRAND, SERVICE OR GROUP YOU ARE SELLING OR PROMOTING ANSWER THE QUESTION ABOUT BENEFIT WHATS IN IT FOR ME? ASSESS THE BRAND OR GROUP FROM THE CONSUMERS POINT OF VIEW SEPARATE FACT FROM OPINION

SEEKING BRAND INSIGHT MORPHOLOGICAL METHOD:

TO ANALYZE A PROBLEM BY DEFINING ALL OF IMPORTANT FACTORS LIKE PARAMETERS AND OPTIONS. THEN COMBINE THE FACTORS AND PRODUCE A MATRIX CONTAINING POSSIBLE SOLUTIONS.

SEEKING BRAND INSIGHT GRAPHIC ORGANIZER: VISUAL AID

TOOL USED TO ILLUSTRATE THE RELATIONSHIPS AMONG FACTS OR IDEAS.
EXAMPLES: -STORYBOARD -FISHBONE DIAGRAM -CHARTS -CAUSE AND EFFECT WEB -VENN DIAGRAM -FLOW CHART

EXAMPLES OF GRAPHIC ORGANIZERS

DESIGNERS PROBLEMS

EXAMPLES OF GRAPHIC ORGANIZERS

IN MAKING A SHORT FILM

SEEKING BRAND INSIGHT DELETION STRATEGY GAME:

IMAGINE THE WORLD WITHOUT A SPECIFIC GROUP OR BRAND

SEEKING BRAND INSIGHT BRANDLESS CIGARETTES

THE GOVT. BELIEVES THAT CIGARETTE PACKAGING INDUCES

SEEKING BRAND INSIGHT ELICIT THE PROBLEM GAME:

THINK OF HOW TO CAUSE THE PROBLEM RATHER THAN SOLVE IT THIS GIVES A NEW PERSPECTIVE THAT MAY LEAD TO BRAND INSIGHT.

SEEKING BRAND INSIGHT IF ONLY GAME:

ENCOURAGES A THOROUGH EXPLORATION OF POSSIBILITIES OF WHAT IS DESIRABLE BY PUSHING BEYOND PRACTICAL THINKING; USUALLY WISHFUL THINKING.

PORTRAYS IDEAL FUTURES GREAT FOR TAGLINES

IF ONLY

IF ONLY CARS COULD FLY ONLY I HAD THE PERFECT FACE

IF

SEEKING BRAND INSIGHT EXAGGERATION GAME:

HELPS DETERMINE PARTICULAR QUALITIES OF THE OBJECT OR IDEA UNDER DISCUSSION
EXAMPLE: THIS TOOTHPASTE IS SO MINTY THAT. WHO NEEDS WATER WITH VASELINE TOTAL MOISTURE LOTION?

EXAGGERATION GAME

BAHRAIN TELECOM COMPANY (BATELCO) AD FOR TELEPHONE DIRECTORY CHINESE RESTAURANT AND HOSPITAL

SEEKING BRAND INSIGHT ALTERNATE USES:

TO THINK OF HOW A PRODUCT CAN FUNCTION IN A DIFFERENT WAY OR IF IT COULD BE USED IN MULTIPLE WAYS CAN BE USED TO ILLUMINATE UNKNOWN FUNCTIONS OR BENEFITS CHANGING THE FRAME: TO SET ASIDE PRECONCEIVED NOTIONS OF A PRODUCT OR BRAND.

VISUAL BRIEF COLLAGE BOARD

A VISUALIZATION METHOD FOR REPRESENTING STRATEGIC CHARACTERISTICS AND BUILDING A VISUAL VOCABULARY BASED ON THOSE QUALITIES OR CHARACTERISTICS. TRANSLATES VERBAL STRATEGY INTO A VISUAL BRIEF WHICH CAN BECOME YOUR JUMPSTART TO CONCEPTUAL THINKING.

CONCEPT GENERATION PROCESS

BASED ON THE FOUR-STAGE MODEL BY GRAHAM WALLAS 1. PREPARATION 2. INCUBATION PERIOD 3. ILLUMINATION AND IDEA GENERATION 4. VERIFICATION

PREPARATION
EXAMINE MATERIALS LOOK FOR INSIGHTS AND CONNECTIONS SEEK A POSSIBLE IDEA PLATFORM WRITE ANY IDEA OR INSIGHT

INCUBATION PERIOD
TAKE A BREAK TURNS THE CONCEPT GENERALIZATION OVER TO YOUR SUNBCONSCIOUS MIND TURN TO OTHER ARTS ENGAGES YOUR MIND -WATCHING MOVIES -ATTENDING ART EXHIBITS -CREATING FINE ART (PAINTING, DRAWING, PHOTOGRAPHY) -DOODLING -DAYDREAMING

ILLUMINATION AND IDEA GENERALIZATION

AN IDEA
A CREATIVE REASONING UNDERLYING A DESIGN APPLICATION. THE PRIMARY ABSTRACT IDEA THAT SETS THE FRAMEWORK FOR ALL YOUR DESIGN DECISIONS

AN AGENCY MUST GENERATE SEVERAL VIABLE CONCEPTS TO PRESENT TO THEIR CLIENT

VERIFICATION
AFTER GENERATING THE IDEA, YOU MUST:
EVALUATE IT TEST IT FOR FUNCTIONALITY AND CREATIVITY

IT IS IMPORTANT TO CRITIQUE YOUR OWN CONCEPTS

THINKING CREATIVELY EVER EXPERIENCED AN

ARTBLOCK / ARTISTS BLOCK ? DO YOU AGREE/DISAGREE?

DEPARTURE OF CONCEPTUALIZATION
FOR MANY, A CONCEPT COMES UNPROMPTED. IT JUST POPS OUT. IT COMES TO US.

IDEAS FOR CONCEPTUALIZATION

WORDS: ARTISTS CAN THINK EQUALLY WELL IN WORDS AS IN VISUALS. NO COPY: THINK IN IMAGES ONLY ANY VISUAL THAT TELLS THE WHOLE STORY CONNECTIONS: CONNECT IDEAS AND IMAGES TO EXPRESS A FUNCTION OR EMOTION

WORDS
ARTISTS CAN VISUALIZE IN WORDS AS WELL

IDEAS FOR CONCEPTUALIZATION

MERGE: COMBINE TWO RELATED OR UNRELATED OBJECTS/VISUALS TOGETHER TO MAKE A UNIQUE WHOLE SYNTHESIS: COMBINE OR SYNTHESIZE MORE THAN 2 SEPARATE ELEMENTS TO FORM A NEW COMPLEX WHOLE JUXTAPOSITION: PLACE TWO VISUALS SIDE BY SIDE FOR CONTRAST AND

MERGE
PLANETSUSHI.COM AD CASTELL AD FABER

MERGE
JANSPORT

JUXTAPOSITION

BAYGON AD

JUXTAPOSITION
JANSPORT

IDEAS FOR CONCEPTUALIZATION

LITERARY AND RHETORICAL DEVICES: THE USE OF METAPHORS, SIMILE, ONOMATOPOEIA, PERSONIFICATION, PLEONASM, METONYMY OR OTHER RHETORICAL DEVICES AS A CONCEPT PLATFORM VISUAL ANALOGY: A COMPARISON BASED ON A SIMILAR OR PARALLEL QUALITY. EXAMPLE: USING A SHOOTING

LITERARY AND RHETORICAL DEVICES

JANSPORT

IDEAS FOR CONCEPTUALIZATION

VISUAL METAPHOR: USE ONE THING TO IDENTIFY ANOTHER. ESPECIALLY AN ATTRIBUTE OF THAT THING.
EXAMPLE: FIRE IN SUBSTITUTE FOR HOT SAUCE OR SOMETHING SPICY.

LIFE EXPERIENCE: TO DRAW UPON REAL LIFE EXPERIENCES. BASING IDEAS ON PERSONAL LIFE EXPERIENCE OR OBSERVING OTHERS CAN HELP MAKE YOUR AD RELEVANT TO THE LIVES OF OTHERS. IN

VISUAL METAPHOR

PRINGLES:HOT AND SPICY AD

VISUAL METAPHOR
JANSPORT

LIFE EXPERIENCE
JANSPORT

IDEAS FOR CONCEPTUALIZATION

CHANCE OF PERSPECTIVE OR ECCENTRIC POINTS OF VIEW: LOOK AT THINGS FROM ODD ANGLES EXAMPLE: TO VIEW THINGS UNDERWATER, AS AND ANT OR GIRAFFE, UPSIDE DOWN THE PROBLEM IS THE SOLUTION: SEVERAL PRODUCTS HAVE UNFLATTERING FEATURES THAT MAY BE SEEN AS DISADVANTAGES BUT MAY BE ITS SELLING POINT

CHANCE OF PERSPECTIVE AND ECCENTRIC POINTS OF VIEW

WWF AD

IDEAS FOR CONCEPTUALIZATION

A DAMNED GOOD REASON: PROVIDING A REASONABLE RATIONALE THAT THE CONSUMERS REACTION MIGHT BE THAT MAKES SENSE! AND TURN THEM INTO BELIEVERS. YOU GIVE THE CONSUMER INDISPUTABLE REASONS TO NEED YOUR BRAND, OR TO SUPPORT YOUR CAUSE

A DAMNED GOOD REASON

TIMBERLAND: SHOE AD

IDEAS FOR CONCEPTUALIZATION

UNEXPECTED COMPARISON AND CONTRAST: NOT THE SAME AS COMPARING TWO BRANDS (E.G. COKE AND PEPSI) BUT INSTEAD, COMPARE A PRODUCT TO SOMETHING COMPLETELY DIFFERENT FROM IT- A SENSATION, FEELING OR DESIRABLE EXPERIENCE.

UNEXPECTED COMPARISON AND CONTRAST

COMPARING BAD BREATH TO A RAW FISH

IDEAS FOR CONCEPTUALIZATION

EXAGGERATION: TO MAKE AN OVERSTATEMENT OR ENLARGING THE TRUTH BEYOND BOUNDS TO EXPRESS HOW TERRIFIC, EASY-TOUSE, TASTY, RICH, GREAT OR WONDERFUL A PRODUCT IS. BUT MUST BE UNDERSTOOD AS AN EXAGGERATION.

EXAGGERATION

COKE LIGHT

IDEAS FOR CONCEPTUALIZATION

MOTIVATION AND INSPIRATION: THIS IDEA GENERATION IS ROOTED IN SELF-HELP; THE AD IDEA BECOMES THE STIMULUS FOR PEOPLE TO ACHIEVE.
PEOPLE WANT ADS TO ACT LIKE AN INNER VOICE THAT PUSHES THEM TO DO SOMETHING AND BECOMES THEIR MOTIVATIONAL COACH.

MOTIVATION AND INSPIRATION

NIKE FOOTBALL AD

IDEAS FOR CONCEPTUALIZATION

JUST THE FACTS, SIR, MAAM: TO USE INFORMATIVE FACTS. READING FACTS ALLOW US TO LEARN SOMETHING, LET US BE ENLIGHTENED. ASSOCIATION: USE AN IMAGE OR FEELING THAT PEOPLE WILL ASSOCIATE WITH THE PRODUCT SYMBOL: EMPLOY AN OBJECT OR IMAGE TO REPRESENT A THOUGHT,

SYMBOL

MCDONALDS: WIFI AD

IDEAS FOR CONCEPTUALIZATION

BORROW FROM FINE ART: EXAMINE SURREALIST WORKS, ILLUSIONIST PAINTINGS AND OTHER WORKS OF ART. DECONSTRUCT GRAPHIC DESIGN AND ILLUSTRATION: EXAMINE WORKS BY ESTEEMED DESIGNERS AND ILLUSTRATORS. BORROW FROM PLAYWRIGHTS AND FILM DIRECTORS: