Post on 07-Apr-2018
8/6/2019 ADV 442 w1 -Creativity
http://slidepdf.com/reader/full/adv-442-w1-creativity 1/37
what does it mean to be creative?
by: khairudin murad
creativity
8/6/2019 ADV 442 w1 -Creativity
http://slidepdf.com/reader/full/adv-442-w1-creativity 2/37
´Creativity is inventing,
experimenting, growing,taking risks, breaking
rules, making mistakes,
and having fun.µ-Leo Burnett
w1 : creativity
8/6/2019 ADV 442 w1 -Creativity
http://slidepdf.com/reader/full/adv-442-w1-creativity 3/37
´Creativityis the AHAmoment!µ
-David Ogilvy
w1 : creativity
8/6/2019 ADV 442 w1 -Creativity
http://slidepdf.com/reader/full/adv-442-w1-creativity 4/37
contents1. What is Creativity?
2. Creative Thinking
3. Creative in Advertising
4. Task / Group Presentation
w1 : creativity
8/6/2019 ADV 442 w1 -Creativity
http://slidepdf.com/reader/full/adv-442-w1-creativity 5/37
8/6/2019 ADV 442 w1 -Creativity
http://slidepdf.com/reader/full/adv-442-w1-creativity 6/37
� CHANGE the way someone else looksat something
� THINK a new way of looking at
something (bringing a new idea intoexistence)
� CREATE something which has never
existed before
� DEVELOP a new process for doing
something
w1 : creativity
8/6/2019 ADV 442 w1 -Creativity
http://slidepdf.com/reader/full/adv-442-w1-creativity 7/37
Anyone can be
CREATIVE!Creativity is not connected to a specific job
8/6/2019 ADV 442 w1 -Creativity
http://slidepdf.com/reader/full/adv-442-w1-creativity 8/37
w1 : creativity
8/6/2019 ADV 442 w1 -Creativity
http://slidepdf.com/reader/full/adv-442-w1-creativity 9/37
� Analytic
� Vertical
� Probability
� Focused
� Objective
� Left brain
� Verbal
� Yes
Comparison
CRITICALTHINKING
CREATIVETHINKING
� Generative
� lateral
� Possibility
� Diffuse
� Subjective
� Right brain
� Visual
� Yes and,
but, maybe
w1 : creativity
8/6/2019 ADV 442 w1 -Creativity
http://slidepdf.com/reader/full/adv-442-w1-creativity 10/37
8/6/2019 ADV 442 w1 -Creativity
http://slidepdf.com/reader/full/adv-442-w1-creativity 11/37
8/6/2019 ADV 442 w1 -Creativity
http://slidepdf.com/reader/full/adv-442-w1-creativity 12/37
THINKING
CREATIVE
w1 : creativity
8/6/2019 ADV 442 w1 -Creativity
http://slidepdf.com/reader/full/adv-442-w1-creativity 13/37
� CREATIVE THINKING is the
process which we use when we
come up with a new idea
� It can be ACCIDENTAL or DELIBERATE
� It is always in SUBJECTIVE manner
� Don·t think out of the box, think
FAR AWAY from the box!
w1 : creativity
8/6/2019 ADV 442 w1 -Creativity
http://slidepdf.com/reader/full/adv-442-w1-creativity 14/37
8/6/2019 ADV 442 w1 -Creativity
http://slidepdf.com/reader/full/adv-442-w1-creativity 15/37
CREATIVEPROCESS
DO IT
w1 : creativity
8/6/2019 ADV 442 w1 -Creativity
http://slidepdf.com/reader/full/adv-442-w1-creativity 16/37
1. Work out the objectives that you must
achieve
2. Concentrates on analyzing the problem/task to ensure that the correct question is
being asked
3. Break it down into smaller parts
EFINE YOUR
PROBLEM/ TASK
w1 : creativity
8/6/2019 ADV 442 w1 -Creativity
http://slidepdf.com/reader/full/adv-442-w1-creativity 17/37
1. Start generating possible solutions
2. Generate as many different ideas as
possible.
3. Even bad ideas may be the seeds of good
ones.
PEN MIND &
APPLY CREATIVE
TECHNIQUE
w1 : creativity
8/6/2019 ADV 442 w1 -Creativity
http://slidepdf.com/reader/full/adv-442-w1-creativity 18/37
1. Select the best of the ideas you have
generated
2. Make sure you have all rationales and
objectives attached
3. Always have an option
DENTIFY THE BEST
SOLUTION
w1 : creativity
8/6/2019 ADV 442 w1 -Creativity
http://slidepdf.com/reader/full/adv-442-w1-creativity 19/37
1. The final stage is to implement this solution
2. Define your Action Plan
3. Involves planning and development
RANSFORM
w1 : creativity
8/6/2019 ADV 442 w1 -Creativity
http://slidepdf.com/reader/full/adv-442-w1-creativity 20/37
w1 : creativity
8/6/2019 ADV 442 w1 -Creativity
http://slidepdf.com/reader/full/adv-442-w1-creativity 21/37
w1 : creativity
8/6/2019 ADV 442 w1 -Creativity
http://slidepdf.com/reader/full/adv-442-w1-creativity 22/37
w1 : creativity
8/6/2019 ADV 442 w1 -Creativity
http://slidepdf.com/reader/full/adv-442-w1-creativity 23/37
w1 : creativity
8/6/2019 ADV 442 w1 -Creativity
http://slidepdf.com/reader/full/adv-442-w1-creativity 24/37
1. Vespa looking to market their new breadVespa Scooter into Malaysian market.
2. Discuss their creative advertising startegy
3. Apply ¶DO IT· process
CASESTUDY 1
8/6/2019 ADV 442 w1 -Creativity
http://slidepdf.com/reader/full/adv-442-w1-creativity 25/37
IN ADVERTISING
CREATIVE
w1 : creativity
8/6/2019 ADV 442 w1 -Creativity
http://slidepdf.com/reader/full/adv-442-w1-creativity 26/37
´W e donot
separate
advertisingfrom lifeµ
- Steve Jobs
w1 : creativity
8/6/2019 ADV 442 w1 -Creativity
http://slidepdf.com/reader/full/adv-442-w1-creativity 27/37
Be a
SPONGE!
Go and soak up as
much information
as you can!
w1 : creativity
8/6/2019 ADV 442 w1 -Creativity
http://slidepdf.com/reader/full/adv-442-w1-creativity 28/37
Be a
SPONGE!Engaged in a constant
process of observing,
storing and connecting
w1 : creativity
8/6/2019 ADV 442 w1 -Creativity
http://slidepdf.com/reader/full/adv-442-w1-creativity 29/37
´T he greatest misconceptionpeople have about me is
that I am creative. I am nottrying to be humble. I believe
God creates and we justobserve. People who make
art that is felt by other fellowhuman beings are sharpobservers. Maybe I havebeen blessed with sharp
observation. But I am notcreativeµ
-the late Yasmin AhmadFormer Creative Director of LB KL
w1 : creativity
8/6/2019 ADV 442 w1 -Creativity
http://slidepdf.com/reader/full/adv-442-w1-creativity 30/37
OBSERVATIONPHILOSOPHY
1. Process of filtering sensory informationthrough the thought process
2. Input is received via hearing, sight, smell
taste, or touch and then analyzed through
either rational or irrational thought3. Observe the characteristic and behavior
factor of the subject and imply in personal
views
w1 : creativity
8/6/2019 ADV 442 w1 -Creativity
http://slidepdf.com/reader/full/adv-442-w1-creativity 31/37
8/6/2019 ADV 442 w1 -Creativity
http://slidepdf.com/reader/full/adv-442-w1-creativity 32/37
w1 : creativity
8/6/2019 ADV 442 w1 -Creativity
http://slidepdf.com/reader/full/adv-442-w1-creativity 33/37
DISCUSSION &PRESENTATION
GROUP
w1 : creativity
8/6/2019 ADV 442 w1 -Creativity
http://slidepdf.com/reader/full/adv-442-w1-creativity 34/37
1. Select one celebrity
endorser for TropicanaTwister
2.D
efine and discussObservation
Philosophy of your
chosen celebrity
3.D
iscuss and define¶DO IT process· for
promotional strategyat Mamak stall in
Lembah Klang
TASK«
w1 : creativity
8/6/2019 ADV 442 w1 -Creativity
http://slidepdf.com/reader/full/adv-442-w1-creativity 35/37
8/6/2019 ADV 442 w1 -Creativity
http://slidepdf.com/reader/full/adv-442-w1-creativity 36/37
CONCLUSION
� Think differently
� Break the rules
� Observe! Observe! Observe!
� Be creative!
w1 : creativity
8/6/2019 ADV 442 w1 -Creativity
http://slidepdf.com/reader/full/adv-442-w1-creativity 37/37
thank you.