or: how to direct the mind toward breakthrough innovative and creative new ideas
Creativity boosting training for developing interactive& integrated ideas & projects
11th May – 13th May
It is commonly agreed that the most original and innovative creative ideas are those which break the rules and take an unpredictable approach. However, one could look at the issue from a completely different perspective and see that, underneath the obvious surface, these apparently unique creative ideas share some patterns of thinking. Patterns which paradoxically help one to break the existing common moulds and originate surprising, and highly innovative ideas.
The approach
This programme examines the most effective and innovative award winning campaigns (2008-2011) and identify the recurring thinking patterns behind these campaign ideas. Based on these patterns, it then offers structured thinking tools for developing innovative, breakthrough original ideas, covering both classical advertising media and the field of interactive and integrated projects. These tools are then implemented by the participants on various briefs and tasks.
Learning Objectives
Upon completion of this workshop, participants should be able to:
- Gain new insights into the creative thinking patterns behind the most creative recent campaigns in the field of classical advertising and Interactive & Integrated communication.
- Acquire practical tools to lead their organisation in the process of ideation and creation of new concepts and new campaigns.
- Explore a new process to inspire and foster creativity and, at the same time, gives a clear direction for developing new ideas.
- Create a structured process for stimulating new ideas by practical thinking tools enabling creators to direct their minds and imagination in clear directions, which proves to be highly fertile with new creative opportunities.
Audience
This workshop would be beneficial to anyone from the creative industries: ad agencies, professionals involved in media, digital, public relations, below the line advertising, out of home advertising, as well as for marketing professionals.
Programme Outline
Topics to be covered during this workshop include:- How to use problems as inspiring insights and use them for developing surprising, relevant and credible brand communication.
- How to transform a brand into a warrior for a surprising cause, and initiate a social or cultural movement.
- How to create, within a limited media budget, ideas which provoke strong media coverage and social network buzz.
- How to create a media experience which will put the brand in the center of a public debate, and thus enabling incremental marketing results and sales.
- How to invent and launch a (fictitious) new product which will attract lots of (free) media and public attention to your core brand.
- How to transform a (banal) promotion into an unforgettable public and personal experience for consumers.
- How to use consumer's creativity and people's desire for attention/ recognition for co-creating stimulating brand experiences.
- How to transform a static medium into an interactive platform and a stage for live event with spontaneous participation of consumers.
- How to create entertaining branded content & surprising branded entertainment.
Methodology
Workshop style, (individual, pairs, small teams), brief explanations, worksheets, large amount of recent case studies of top inspiring campaigns from various markets, categories and any possible media mix.
During the training, several Mindscapes creative thinking tools will be presented and practiced by participants. The tools are of 2 sorts: one part of the tools leads one to create first media neutral ideas, and then, depending on the idea, implement it in the most appropriate mix of media platforms (social, digital, mobile, event/pop, and all the classic media).
Another part of the tools deals with the creation of innovative ideas on a given system/medium (such as FB, OOH, YouTube, mobile etc) using various disruptive techniques applied on these systems. Once a break-through idea emerges it suggests paths for transforming the idea into an innovative and engaging new brand experience.
Training Format
Duration: 2 days (2X 8 h session)
Location: Wellness & SPA Ismena, Bulgaria, town of Devin
Participants: A mixed group of creatives, digital& interactive, accounts/strategy, media and PR, up to 35 participants.
Format: Workshop style, (individual, pairs, small teams), brief explanations, worksheets, large amount of recent case studies of top inspiring campaigns from various markets, categories and any possible media mix.
In each session there is an exposition of a new tool through a presentation of selected case studies of highly creative& effective ideas and projects using the same pattern- approximately 45 min- 1 hour long, followed by a 30-40 min small groups/team work, applying the new tool on a real agency task/brief; followed by a 20-30 min session of a presentation of ideas by the teams and trainer's feedback/comments.
Hand out material: Each participant receives a folder kit containing a booklet for each tool. The booklets includes printed examples of ads, the logic/ rationale of the thinking tool, step by step procedure, examples, tips and suggestions when and how to apply the tool. In addition, a CD with Power point presentation of the tools, including case studies samples of all the tools learned.
Gallery`2011:
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Testimonials
"Without any doubt, the training program that Yonathan conducted for us was simply outstanding. It was 2 day investment in time that has paid back the cost many times over in terms of the fresh solutions our creative, planning and account people are bringing to their work. Plus, the formal evaluation from the attendees confirmed their own unanimously positive response to the session. We can’t all be wrong! Already we are looking at a return session with Yonathan to explore another of his truly unique and effective thinking tools."
- Tony Prehn, Chief Executive Officer Lowe Thailand
"Telling everybody how great his training on successful creative thought patterns is, actually means to give away the great competitive advantage, that you will have over your competition when you choose to hire him... There are countless books, seminars and trainings on creativity. But what Yonathan is teaching is nothing like that. It is about successful creative thought patterns, which when you put your brain behind them, simply lead to clutter breaking thinking and fresh ideas - and that every time you use them. The bundled knowledge Yonathan hands over to you within one or two days is incredible, if you consider that you can use it for the rest of your career. I strongly endorse Yonathan's work and Yonathan as a person that will change your way of thinking, - if you are ready to listen."
- Philip Pec, Executive Creative Director McCann Erickson, Prague
"We have some results of the training: We've won the Golden Watch award and Golden Drumsticks for Nescafe Arctic campaign at Golden Drum last year. With those films we've gained the 65th place among the 100 best awarded films of the year (compilation by Shots). We've won few awards at the Moscow Ad Festival. We've been voted the Creative Agency of the year in Russia (winning over the major competitors, BBDO and Lowe). I think it's not bad but it's just the beginning. We now have a lot of young untrained team members in both creative and client service and strategy planning depts. So we look forward to do the same training once again.. Looking forward."
- Sasha Alexeev, Executive Creative Director McCann Erickson, Russia