From Jim Aitchison's book 'Cutting Edge Advertising' - a visual 'how to'.

1. HOW TO GET AN IDEA
Where do creative ideas come from?

2. Now we know what a ‘creative idea’ is..
*Unrelated Concept

3. Well accepted, recognized, and
understood by all.
An overview, or a general
impression and understanding.

4. FINDING UNRELATED INTERCONNECTIONS
Where can we pull these unrelated concepts from?

5. Lessons taken from the book
Cutting Edge Advertising.
How we come up
with ideas?

7. PRODUCT NAME OR LOGO
Is there an idea in the product name of logo?

14. PACKAGING
Is there an idea in the packaging ?

20. HOW IT’S MADE
Is there an idea in how the product is made?

28. Smirnoff Vodka is created
by a unique process
involving 10 filtration
phases and 3 distillations
stages to deliver the
ultimate in smoothness
and clarity.

30. PRODUCT/BRAND ORIGINS
Is there an idea in where the product is made?

35. JONES! – a new
Satellite TV Channel,
offering classic
programming.

37. LEGACY
Is there an idea in the product’s history?

40. Svenska Aeroplan AB
(Swedish Aeroplane Company Limited)

42. PRODUCT ADVERTISING
Is there an idea in their old advertising?

47. TOPICAL
Is there an idea in what’s happening around you?

48. Published
1st April 2009

57. PRODUCT BENEFITS
Is there an idea in what happens with the product?

66. PRODUCT BENEFITS 2
Is there an idea in what happens without the product?

70. “The Economist magazine stands
out as one of the most professional
and comprehensive newspapers in
the world.”
It is firmly established as one of the
world’s most authoritative and
influential publications. The
Economist is read by more of the
world’s political and business
leaders than any other newspaper.

76. PRODUCT BENEFITS 3
Is there an idea in what happens with and without the product?

84. AD MEDIUM OR PLACEMENT
Is there an idea in where the ad will run?

85. BILLBOARD IN KL’s BUKIT BINTANG AREA

89. Plasma HID
300% Brighter Than Regular Headlights

93. DESIGN EXECUTION
Is there an idea in how the ad is executed?

94. “The space above was
filled meticulously line
by line, with a single ink
refill in the PARKER X,
the pen that writes for
10km non stop… and we
could go on, but we’ve
run out of space.”

105. Comedy Central is an American basic cable and satellite television channel that carries
comedy programming, in the form of both original and syndicated series and stand-up
comedy specials, as well as feature films.
The channel is owned by Viacom Media Networks Entertainment Group.

113. PHOTOGRAPHY AND
VISUAL NOVELTY
Is there an idea in photographic visual execution styles?

115. Tilt-shift photography is a creative and unique type of photography in which the camera is
manipulated so that a life-sized location or subject looks like a miniature-scale model.

118. PRECISE MODELS

119. Milla’s Daydream by Adele Enersen ©

129. VISUAL ANALOGY
Could the idea be in an analogy?

130. Analogies are like
creative ideas… and
vice versa.

143. PHYSICAL FORM
Is there an idea in the shape of the product?

149. Night Safety Running Shoes : Reebok

153. REVERSE PERSPECTIVE
Could the idea be in looking at things from the opposite end?

166. ICONIC IMAGERY
Could the idea be in an well known photo/photo composition?

167. “STOP TO INEQUALITY”

171. ICONIC PHOTO COMPOSITION OF A
HUNTING LION
THE HUNTING LION

178. POP CULTURE
Could the idea be in popular culture elements we all know of?

187. THERE ARE 1001 PLACES TO GET IDEAS :
• Creative Ideas can come from everywhere and
anywhere
• It is a constant process of merging the
proposition with unrelated concepts
• It is to exploit the interconnections between
two disparate concepts

189. I N T H E S A M E C H A P T E R , R E A D T O
K N O W M O R E A B O U T:
How to get better ideas
• Process
• Doing things differently
• Think about something else
• The white paper
• Strategy
• Interrogate the product
How to know when your ideas are great
• Completing the circle
• Campaignability
• Epiphany