The initial slides presented in a workshop at Cannes Lions 2012 by Lee Maicon and Adam Kerj

1. The Mysterious
BIG IDEA

3. 80% OF TODAY’S
Technology
DIDN’T EXIST 5 YEARS AGO
Source: Forbes, April 2012

4. The world is in a
PHASE SHIFT to a new creative economy
Source: Forbes, April 2012

5. THE ANSWER:
Creative Ideas
THAT SOLVE
THE RIGHT PROBLEM
AT THE RIGHT TIME

6. Global creative leaders (i.e., us) can provide
THE RIGHT
VISION
LANGUAGE
TOOLS

7. The Challenge
DEVELOPING BIG IDEAS IS EASY
DEVELOPING THE RIGHT KIND
OF IDEAS FOR YOU & YOUR CLIENT IS HARD

8. In this hour,
20 MINUTES OF VISION, LANGUAGE, TOOLS
20 MINUTES OF WORKSHOP
20 MINUTES OF PRESENTATION

9. And whoever is best
GETS €400 AT THE GUTTER BAR

10. But first, here’s how we got to
THIS WORKSHOP
LEE ADAM

11. We only just
STARTED
WORKING TOGETHER.

12. Meet
ADAM KERJ

13. Meet
ADAM KERJ
- HOW DO YOU PRONOUNCE KERJ?
- DON’T SWEDES LISTEN TO
WEIRD TECHNOPOP?
- IS HE ONE OF THOSE “IT’S A
BIG IDEA IF I SAY IT IS” GUYS?

14. Meet
LEE MAICON
?

15. Meet
LEE MAICON
- WHAT IF HE DOESN’T LIKE
MY WEIRD TECHNOPOP?
-HE DOESN’T LOOK MEXICAN. WHY IS
HE IN BLACK & WHITE?
- IS HE ONE OF THOSE “IT’S A
BIG IDEA IF I SAY IT IS” GUYS?

16. We agreed...
10 YEARS AGO
BIG IDEAS WERE ‘EASY’

17. To agree on what big ideas are
WE LOOKED AT THE WORK
WE HAVE DONE OURSELVES

20. they draw and cook

21. We agreed...
THESE ARE THE KINDS OF BIG IDEAS
WE WANT TO KEEP MAKING
HOW DO WE GET THERE?

22. Big ideas
COME IN ALL SHAPES
AND SIZES

30. What we needed to do was focus on...
THE RIGHT
VISION
LANGUAGE
TOOLS

31. What we needed to do was focus on...
THE RIGHT
VISION
LANGUAGE
TOOLS

32. At the core of our success as an agency
HAS BEEN
REAL TIME VALUE EXCHANGE.

33. Focus on
THE RIGHT
VISION
LANGUAGE
TOOLS

34. We agreed...
EVERYONE ASKS FOR BIG IDEAS BUT
THEY DON’T MEAN THE SAME THING

35. So even if everyone is aiming for
IDEAS WITH REAL TIME VALUE EXCHANGE
WITHOUT A SHARED LANGUAGE, WE’RE
NOT HUNTING FOR THE SAME THING

36. We needed to help ourselves
HUNT THE SAME THING

37. Hmmmmm.....
‘HUNT’

38. Which led us...

39. THE IDEA
SAFARI

40. We defined our prey
ELEPHANT
TRANSFORMATIVE BUSINESS IDEA
x
LION
CAMPAIGN IDEA
x
GORILLA
ACTIVATION PLATFORM/SERIES OF TACTICS
x
CHAMELEON
TACTICS (BIG OR SMALL)
x

41. CHAMELEON
TACTIC (BIG OR SMALL)

42. GORILLA
ACTIVATION PLATFORM/SERIES OF TACTICS

43. LION
CAMPAIGN IDEA

44. ELEPHANT
TRANSFORMATIVE BUSINESS IDEA

45. What do you notice about them?
- FROM ‘SMALLER TO BIGGER’
- THEY LET US THINK ‘INSIDE THE BOX’
- NOT ALL ONE TYPE OF FAMILY

46. CREATIVE BRIEF
PROBLEM CURRENCY ASSIGNMENT CHECKLIST
How will we create real
From To What we are making What makes it great
time value exchange?
Who are talking to?
Chameleon
Gorilla
What is the checklist for getting to
amazing, inspiring work that will
Lion create a value exchange for the
What do you know about them? What is
the insight? What is the value Elephant brand?
Where are you now and where
do you want to go? exchange?
What does success look like?
What are you asking the creative,
Is there already brand work that
needs to be considered? HOW will get them to engage?
community team or anyone else to
do or make to solve this problem?
What will we learn and how will we
reapply as the work goes on?
When relevant, what is the role of Is it a:
digital (or whatever we’re making) in tactic (big or small)
overcoming that barrier? program (set of tactics)
a campaign idea
a transformative business idea?
WHY will they do this?
What’s in our arsenal to make this
happen?
Brand: Team: Approval:

47. THOUGHTSTARTERS
Don’t be shy. Aren’t there any initial ideas or ways in that could compel amazing work?
Maybe there’s one finding in the research that could be a springboard for brilliant creative?
Ok, what about a big idea on the table that just needs some polishing?
Fine, how about other campaigns or events we should steal from?
OTHER
Mandatories like a client tagline or design to be incorporated?
What are key dates?

48. Now you.

49. What now?
SEPARATE TEAMS WILL GO OFF ON
THEIR OWN IDEA SAFARI
WINNING TEAM GETS €400 TAB AT
THE WORLD-FAMOUS GUTTER BAR

50. The Problem
FROM TO
THE FIRST WORKSHOP THE MOST SHARED
ON THE FIRST DAY OF ON THE FIRST DAY OF
CANNES LIONS CANNES LIONS

51. The Currency
WHO HOW
FEAR OF MISSING
CANNES LIONS OUT, UTILITY,
ATTENDEES AMBITION TO SELL
BIG IDEAS

52. Assignment
HAVE A CLEAR VISION
DETERMINE WHICH ANIMAL(S) YOU NEED
CREATE YOUR OWN IDEA SAFARI

53. Checklist
1. TEAM AND VISION
2. NO MOCKING THE CLIENT (US)
4. DRIVE MEASURABLE TALK ONLINE (#)
5. NO LITTER OR LAWBREAKING

54. Mandatories
1. PROMOTE THE 2PM WORKSHOP
2. OWNABLE TO 360i & IDEA SAFARI

55. The last 20 minutes
1. WHAT ARE YOU GOING TO DO?
2. HOW WILL WE MEASURE SUCCESS?
3. WHY DO YOU BELIEVE IN IT?
LEE.MAiCON@360i.COM
This document consists of intellectual property owned by 360i that is provided to you for evaluation purposes
only. Recipient agrees that issues relating to any work by 360i based on this proposal, including ownership
and indemnification for patent infringement may be addressed in a Statement of Work.

56. You will be judged on...
1. MAKING #IDEASAFARI SPREAD
2. DEMONSTRATION OF #IDEASAFARI
PRINCIPLES
3. WHATEVER ELSE ADAM & LEE DECIDE
4. MUST BE REGISTERED WITH
LEE.MAICON@360i.COM
This document consists of intellectual property owned by 360i that is provided to you for evaluation purposes
only. Recipient agrees that issues relating to any work by 360i based on this proposal, including ownership
and indemnification for patent infringement may be addressed in a Statement of Work.