How Mindscapes training can boost creativity in advertising

1. Creativity boosting tools

2. Yonathan Dominitz
Presented by

3. What is a Creative
Thinking Tool?

4. Where do they come from?

5. Do they really work?

6. How can it help boosting
creativity?

7. Where do these tools
come from?

8. Awarded creative ideas
Common thinking patterns

10. Mindscapes Analysis of Cannes Lions winners 2009 :
Categories: Titanium & Integrated, Promo, Direct ,PR
81%
Following one of 6
Mindscapes patterns
66%
Mindscapes patterns

11. Mindscapes Analysis of Cannes Lions winners 2009 :
Among Grand Prix and gold lions:
Categories: Titanium & Integrated, Promo, Direct ,PR
81%
Mindscapes patterns

12. What is a Mindscapes
creative thinking tool?

14. Nelka- Costa Rica

15. Attract foreign tourists
The client's Brief:

16. Small budget
The problem:

17. Instead,
address Local drivers
idea:

18. Drivers complain about the
bad conditions of the roads
The Insight:

19. launch an anonymous website
www.costaricaholes.com
phase I:

20. Phase I
www.costaricaholes.com

21. Phase II- the branding of the blog

22. 100% of fleet rented
95% of renters were local
Results:

23. MTV Australia

24. The task:
Attract new young subscribers

25. youth mistrust advertising
The problem:

26. The challenge:
Advertising
Which doesn’t look like
Advertising?

27. Snoop Dogg

31. Results:
X 3 more new
subscribers.

33. Indian man see the stubbled look
as cool and rugged
The problem:

34. Address this barrier
The opportunity:

35. Indians love to debate
The Insight:

38. The majority of Indian woman prefer
shaven man

40. Results:
38% increase in sales
35% increase in market share

41. Pattern?
+ +

42. Fight For a Cause

43. Brand Cause

44. causeSocial
media
Mobile
Blogs
OOH

45. sympathy
Brand Cause
awareness

46. First creative step:
Create the cause

47. How?

48. Insights!

49. Serious or humoristic

50. consensus or controversial

51. Real or fictitious

52. Insights + brand + target

53. 16 creative thinking tools

54. 2 days
8 different tools
Practiced on real briefs

55. Does it really work?

57. Thank you and…

58. have fun creating
new great ideas!

59. www.themindscapes.com