Creative Drops
@Creativedrops
Quotations and the best Top-Creatives thoughts.
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these ideas went through your head at some time, like a radio receiver, the waves are there, if u have a better antenna you´ll receive them
Marcello Serpa: Sometimes you see the ideas, that are simply in the air and that somebody grabbed....
When you´re tense at work, you have to relax your body. I can´t tell you how many ideas I´ve had while standing at the urinal. - Kevin Drew
"What if...?" is probably the best known question of all, to make a new idea, a new question show up.
Gerard Stamp: The client has to sign the brief, get on board with the brief. Otherwise it´s a complete waste of time.
Dan Wieden: "The best strategy is a well-defined question. If we already know the answer, the question is no longer exciting."
Bob Isherwood: "Make sure that you keep it to one message. Because the more you put in, the less people take out."
Rob Kitchen: "A single-minded proposition should not be more than six to ten words."
Bob Isherwood "I think of myself as a door-to-door salesman and I think in terms of headlines like. What I need to say when the door opens?"
On briefings, examine the relevance of the promise like a door-to-door salesman.
On briefing, If you emphasize everything, you emphasize nothing. And if you communicate several promises, they end up being in competition.
Hegarty: I wouldn´t really start to work unless I had a clear brief. My greatest fear is just being told "have an idea"... about what?
Top-creatives are brilliant observers. They enjoy recognising things others have missed out and use this as a vehicle for their messages.
...write an ad about people and how that product could fit into their lives.
Instead of writing an ad about a product and how it will fit into people´s lives...
Be simple but do not treat the consumer as if he were stupid.
You have got the ideas when you are really digging into the product and consumer story. The more you are in, the more you can get out of it.
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