Creative Advertising: Ideas and Techniques from the World's Best CampaignsWhat can this book do for you? -- pt. 1. DreamTeam : a framework for great creative performance -- 1.01. DreamTeam : manage your ideas like a pro -- 1.02. From the brief to a single goal -- 1.03. Building your DreamTeam -- 1.04. Switch on all five senses -- 1.05. Always separate the ideas phase from the evaluation phase -- 1.06. Grab ideas and run with them -- 1.07. Avoid idea killers and think creatively -- 1.08. Stick with it : the best ideas are yet to come -- 1.09. Develop your sense of humour -- 1.10. Use doodles to visualize your ideas -- 1.11. Taking your ideas further : creativity is crucial! -- 1.12. Idea evaluation and selection : from three hundred to three -- 1.13. Implementation : turning ideas into reality -- pt. 2. The KickStart catalogue : finding ideas that communicate -- 2.01. The basis of the KickStart catalogue -- 2.02. Using the KickStart catalogue -- 2.03. The KickStart catalogue -- 2.04. Without words -- 2.05. Mixing and matching -- 2.06. Compare and contrast -- 2.07. Repetition and accumulation -- 2.08. Exaggeration -- 2.09. Turn it right around -- 2.10. Omission and suggestion -- 2.11. Paradoxes and optical illusions -- 2.12. Provocation and shock tactics -- 2.13. Playing with time -- 2.14. A change of perspective -- 2.15. Spoofs and parodies -- 2.16. Symbols and signs -- 2.17. Come and play -- 2.18. Telling stories -- 2.19. Absurd, surreal, bizarre -- 2.20. Take it literally -- 2.21. Take a look inside -- 2.22. Show the effects -- 2.23. Change the product -- 2.24. Alternative uses -- 2.25. Double meanings -- 2.26. Play with words -- 2.27. In the beginning was the word -- 2.28. Reframing : a key to creative thinking -- 2.29. Metaphor and analogy -- 2.30. Break out of the frame -- 2.31. Alternative media -- 2.32. All the world's a stage -- pt. 3. Copy with punch : using wit and humour -- 3.01. Structuring jokes -- 3.02. A practical guide to joke-making : constructing and disrupting frames of reference -- 3.03. Developing punchlines -- 3.04. Adapting and using existing punchlines -- 3.05. Make the most of black humour -- 3.06. Unexpected humour and situation comedy -- 3.07. Blue humour -- pt. 4. Classic creative techniques -- 4.01. The morphological matrix -- 4.02. Osborn's checklist -- 4.03. Visual synectics -- pt. 5. Visualization : movies in your mind -- 5.01. Tools for professional dreamers -- 5.02. Controlling the pictures in your mind -- The team behind this book. |
Common terms and phrases
advertising Agency Leo Burnett Agency Ogilvy Agency Saatchi Agency TBWA altered Art Direction Audi Audi TT banner BBDO brand brief campaign cartoon Client combined communicate context copy creative meeting creative team Creative Technique depict Design develop direct mail doodles double meaning draw attention Dream Team rules effects evaluation exaggerated example exercise film formulation frame of reference give glance goal humour Illustration imagination joke KICKSTART CATALOGUE KickStart question Leo Burnett Live Aid logo London Creative Direction look medium metaphors Ogilvy & Mather Osborn's checklist packaging patterns perspective phase Photo picture play playful Portugal Creative Direction possible problem situation product benefit product feature product or service provocative punchlines raw ideas Saatchi & Saatchi São Paulo solutions story strategies superdrug symbols synectics target group TBWA team members things turn TV spot viewers web banner words Young & Rubicam