Part 2 of Intro Lecture for Fundamentals of Creative Development at BU College of Comm. Posting for students to access.

1. 3/28
Fundamentals of
Creative Development

2. A/1
What is great?

3. A/1
What is great?
Purpose:
To help you develop your taste and judgement as to what is great creative.
Find one ad that you consider creatively great and one that you think is terrible. They can be magazine ads, billboards (photograph it), online ads, posters. Don't use
TV for this exercise. Capture them somehow (digitally or torn out).
Prepare to discuss what makes it great or not. What works, what doesn't. Think about what is creative. There are no right answers. This is your opinion.
Evaluation:
Ability to express yourself and argue in favor of your position.

4. Recap
Why do we advertise?
What is role of creativity?
What makes for creativity?

5. Original
Unexpected
Invite you in
Entertain first
Provoke
Avoid cliche
Visually arresting
Fun

6. Part two

7. A quick history lesson.

8. Once upon a time we could get away
with crap.

9. We didn’t really need creative.

11. Writer, art director, message, paid
media, bought attention.

13. Post WWII, more competition, choices,
imports, options. Creativity became a
competitive advantage.

15. Bill Bernbach and the creative revolution
changed the face of advertising.

18. Text

20. It’s not just what you say, it’s how you
say it that stirs people.

21. Bernbach put the copywriter and the art
director in the same room.

28. 1994

29. 1995

30. 1996

31. If you build it they will come.

34. Join the conversation, distribute content,
add value, invite participation, create
utility.

35. Data

37. Creative

38. Technologist, social specialist, utility,
owned media, earned attention.

47. Original
Unexpected
Invite you in
Entertain first
Provoke
Avoid cliche
Visually arresting
Fun

48. But many of them are more than
messages.

49. Participatory
Interactive
User generated
Shareable
Useful
Enduring
Platforms

50. A good idea still matters. It earns
attention, gets remembered, inspires
action.

51. A good idea still matters. It earns
attention, gets remembered, inspires
action.

52. BTW....

55. Where do good ideas come from?

56. Strategy
Insight
Deep exploration
Collisions
Volume
Discipline
Creative standards
Relentlessness

57. What are the skills we need?

58. Ability to simplify
Write clearly
Art and copy
Design
Tell stories
Invent
Break free from convention
Execute

59. Ready?

60. A/1
What is great?

61. A/1
What is great?
Purpose:
To help you develop your taste and judgement as to what is great creative.
Find one participatory creative idea that you consider great. It can be digital, mobile, social. An app, a utility, and experience. Post to the stream
with a brief, sentence or two, explanation. And then bring to class somehow (link?) so that you can present and discuss.
Prepare to discuss what makes it great or not. What works, what doesn't. Think about what is creative. There are no right answers. This is your
opinion.
Evaluation:
Ability to express yourself and argue in favor of your position.