Creativity and CopywritingLecture 4 – Creative Thinking
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Creative Thinking 30 Circles Challenge
Wednesday, September 5, 12
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“Better isn’t just from 9-5. It’s taking care of the
people who work with us every day. From flexible
working hours to study grants and personal
development funds, we’re making lives better from the inside out.”
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“Better is when everyone can afford daily
essentials. That’s why we keep our products at
competitive prices, and give you more rebates
and rewards. It’s just one of the many ways we’re making lives better."
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Creativity
FlickruserZENAHORA
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What is creativity?
Creativity
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Introduction
Credit: Copyblogger.comLynn CS4029 Lecture 4
Image: Copyblogger.com
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Introduction
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Image: Copyblogger.com
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Creativity
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SkillA common myth is that you’re born with or without the ‘creative gene’. When it comes to creativity, I believe it’s a nurtured skill; like any skills, if you practice it, you can improve.
Creativity
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Creativity
Creativity is a ‘habit of intention’.
Impermanent
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It’s what you do with thesame materials!
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Creativity
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AttitudeBehavior &
Creativity
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&
Creativity - Behavior
AttitudeBehavior
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remix
honor
study
steal from many
credit
rip off
degrade
skim
steal from one
plagiarize
transform imitate
-Austin Kleon, “Steal Like an Artist”
Seek InspirationCreativity - Behavior
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Mindmaps
1
Free Association
2
Lists
3
Changing POV
4
Assumption Tests
5
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PracticeCreativity - Behavior
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FlickruserGaryCope
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Establish a RoutineEstablish a Routine
Creativity - Behavior
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Lateral Thinking
Vertical Thinking
vs.
Be DisciplinedCreativity - Behavior
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Lateral ThinkingLateral thinking goes wide and is not restricted by patterns. It’s trying to open all the possible doors in the hallway, but not going through them. In the the 30 circles exercise for example, you may fill in a ball, a caterpillar, a wheel, and a happy face.
Creativity - Behavior
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Vertical thinking goes deep. It’s more selective and sequential. Think about opening one door and going through it with blinders. In the the 30 circles exercise for example, you may fill in a football, baseball, volleyball, tennis ball, and bowling ball.
Vertical Thinking
Creativity - Behavior
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&
Creativity
AttitudeBehavior
Lynn CS4029 Lecture 5FlickruserTomMrazek
An essential aspect of creativityis not being afraid to fail.
Edwin Land“
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Creativity - Attitude
Curious & Playful
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Creativity - Attitude
Courageous
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Creativity - Attitude
Persistent
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16 Principles for Great Advertising By Andy Greenaway
1. Have a big idea2. Be original3. Be irreverent 4. Be memorable5. Be relevant6. KISS – ‘Keep it So Simple’7. Simple doesn’t mean dumb8. Crooked line, straight picture
Guest Speaker
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9. Crooked picture, straight line10.Be an elephant carver11. Involvement12. It can be picture-led or copy-led13. Ignore #1214.Execution is everything15.Allow participation16.Do stuff outside of advertising
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Appendix
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A Creative Thinking Approach by Hyper Island
RIVERS OF THINKING
PROVOCATION!-Otto Ruijs, Hyper Island
Seek inspiration through provocation (questioning your first thoughts, held beliefs and assumptions)
Exaggerate
Remove
Go Weird!
Challengetheassumptionsyoubaseyourbusinesson.
-Otto Ruijs, Hyper Island
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HOW TO START A REVOLUTION
LIST THE RULES SURROUNDING YOUR CHALLENGE
TWIST THE RULES – REMOVE THEM, EXAGGERATE THEM, GO WEIRD!
ASK YOURSELF: “UNDER WHAT CIRCUMSTANCES COULD THAT BE TRUE?”
CAPTURE ANY IDEAS THAT EMERGE
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-Otto Ruijs, Hyper Island
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