Last week we tackled the ‘strategic’ – we wrote creative briefs for the avozilla. The creative brief is the foundation of any creative campaign.

Week 6: 1 Big Idea executed 3 different ways-300 words WordPress post

Week 6: 1 Big Idea executed 3 different ways [Assessment #1 Graded Activity]

Just one portfolio activity this week. We will work on this during the Friday workshop. This is worth 2.5% of your overall results. Ideally, complete this in class. Otherwise, please have it ready by Monday 10am the following week.

Last week we tackled the ‘strategic’ – we wrote creative briefs for the avozilla. The creative brief is the foundation of any creative campaign.

1. A creative brief is a typically, a short 1 page document outlining the strategy for a creative project.
2. Think of it as a strategic map that guides its target audience – the creative team – on how to best reach the campaign’s and the client’s stated goals. To that effect, it’s an interpretation of the client’s ideas and vision for the brand and the product. Last workshop we started visualising creative strategies.
3. This week during the workshop we’re going to build on the rough artwork from last week. Can we express that single idea in 3 different ways?
4. Yes today is all about one word – ‘VOLUME’.

ADVERTISING NEEDS TO DO MORE THAN JUST TELL PEOPLE ABOUT A PRODUCT.

• To attract the attention of a particular audience it is important to develop what is known as the big idea – a memorable and distinctive creative concept. The big idea isn’t necessarily a single idea for a single advertisement. It is a ‘thought, concept or theme that links the product to the target market’ (Sorrentino 2014, p.110), a unit of inspiration that can be translated across a series of advertisements or other forms of brand communication.
• When seeking to produce a big idea you shouldn’t settle on the first seemingly strong concept you come across. Sorrentino (2014) tells us that successful creative teams strive for volume.
• We produce a large number of ideas before finally settling on the best response to the brief. In addition, each idea option you develop during the brainstorming process must be different – this gives you a range conceptual approaches to consider rather than variations on the one idea.
• Additionally, it’s always a good idea to show your client variations on the one idea to get a better sense of what design, narrative or brand identity elements to leave out, reinforce or highlight.

IT IS ALSO IMPORTANT TO IDENTIFY WHAT A BIG IDEA IS NOT.

• It is never a strong approach to recycle existing ideas from advertisements for other brands. This leads to ‘copycat’ advertising, a practice that is avoided by creatives who ‘care about their profession and their clients’ (Moriarty et al. 2013, p. 422).
• Replicating the approach of another brand dilutes the distinctiveness your client or employer needs to stand out and be remembered in the cluttered media environment.

Step 1. Revisiting the ‘big idea’ from Week 5

• Now that you have received feedback from your peers about your design and its ability to meet the creative brief’s objectives, let’s spend the first 30 minutes revising the design to make it a more effective piece of branding communication.

• As students of creative brand communication, it’s important that you are aware of the difference between the big idea and execution.

• For example, the big idea of ‘Snickers’ is ‘You’re not you when you’re hungry’ and it is built on the following (check out this case study for more):

YOU CAN FINETUNE YOUR BIG IDEA USING THE 3 STEPS BELOW:

1. Piercing Insight – what are the motivational forces behind our target audience’s actions, thoughts, loyalties, values or behaviours when it comes to this product/service category? ‘When you are hungry, it’s hard to concentrate and it’s hard to focus on what matters. you don’t perform to the level you normally do because there’s something missing.”
2. Brand Connection – if the insight is accurate, the brand can deliver a solution to that challenge or need. How does the brand connect with the insight, solving it, meeting it, and even better – exceeding the needs of the target audience. “Snickers is the perfect snack to get you back to being yourself. Packed full of peanuts, caramel, nougat and milk chocolate, Snickers satisfies your hunger – all in a quick and easy to carry snack”
3. Succinct expression – a one line phrase that captures the insight and brand connection. It triggers recall of the brand moment for the target audience. “You are not you when you are hungry”.

Here’s another example.

• A bit of a trip down memory lane here. Back in 2001, the launch of the first ever iPod had this ‘big idea’. The iPod completely disrupted the recorded music industry. Massive CD, Tape, Vinyl music collections could now be compressed into a single portable lightweight device.
• When every other MP3 player at the time was talking about memory, price point, compatibility, interoperability, and a million other benefits at once
• The iPod simply boasted, “1,000 songs in your pocket”.

Step 2 Execution: one big idea told in different ways

• The execution at the ideation stage (see process above) refers to how the one big idea can be expressed in different ways and potentially across different media.

After you have revised your design, we can now strive for volume. The advertisements below reveal how the one big idea – everyone sees the world differently – can be translated across multiple executions.

• The ads below aren’t three different ideas, but instead one idea translated across three different executions (Pilcher 2009). Another way to think about it are narrative or film trilogies, they are about the same big idea – but different parts of the story are told, with different plots and character arcs highlighted, across a number of films.

Figure 1: Campaign Concept for RayBan sunglasses at Scamp Stage by Matt Cotterill.

Step 3. Creative Challenge this week

1. Have a look at some of the ‘Avozilla’ print design concepts generated by your course/classmates last week for reference. Do their ‘big ideas’ come across clearly?

2. Have you made changes to your ‘Avozilla poster design from last week?

3. Take it a step further and get the most of that big idea (consider it a template if you will) with 2 more executions to make it a total of 3 designs!

4. UPLOAD YOUR Completed Artworks to your blogs. Share the link here for timestamping.

Here are some examples from the last few trimesters for benchmarking.

Trimester 2, 2021

Example 1, example 2, example 3, example 4

Trimester 1, 2021

Example 1, example 2, example 3, example 4, example 5

Trimester 3 2020

Example 1, example 2, example 3, example 4, example 5

From before

Example 1, example 2, example 3, example 4, example 5, example 6, example 7, example 8, example 9, example 10

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