How to apply effective creative thinking when aiming for ideas which communicate commitment and actions for good and suggest solutions which help make the world, planet or society a better place to live in.
And how to do so in a unique, original, differentiated manner.
This program examines recent effective innovative award-winning campaigns in the field of creativity for good from around the world, i.e. environment, sustainability, purpose driven, social impact, DE&I, while decoding the recurring thinking patterns embedded in them. Based on these patterns, it then offers practical thinking tools for developing new original disruptive ideas utilizing a more efficient-structured creative thinking process. The program supplies brand and agency teams with practical creative thinking tools and a methodology to develop more powerful innovative ideas and solutions in these fields.
Topics
1
How to create unexpected connections between different variables of a system (e.g., a product/service, media platform, company, organization etc.) which were never connected before, thus creating a new story, value, content while delivering a clear purposeful idea
2
How to overcome structural and functional fixedness by using existing components and resources in unexpected ways, thus delivering a message in an unexpected way and creating a surprising story reflecting creativity for good
3
How to provide a tangible empowering purpose driven role which people will appreciate and wish to perform or follow
4
How to invent and launch a tactical new offering which will attract unpaid earned media and public attention to the brand and its creativity for good purpose/ initiative
5
How to generate a creative translation of an abstract/complicated data input into a clear, relatable, valuable creative output addressing an environmental/ societal/ purposeful challenge
6
How to transform real-time data into real-time activations engaging people in real-life when addressing a sustainability/societal/purposeful based agenda
7
How to deliver an engaging purpose driven story by inviting people to participate in a proprietary unexpected extreme challenge
8
How to deliver a purpose driven story by transforming a purposeful message into a distinctive exhibition or performance which is transformed into a unique interactive experience
9
How to use interactive platforms and cross the border between the on-line and off-line worlds, while creating innovative purposeful-based usage of digital platforms in people’s every-day life
Designed for
Agency training: a mixed group of disciplines. Mainly creatives, but also planners, accounts, media, PR, etc. from different levels of experience and seniority.
Brand training: A mixed group of marketing and communications disciplines. Marketing managers, brand managers, product managers, advertising managers, PR managers, etc. from different levels of experience and seniority.
Joint client-agency training: both