I don't know if you have heard of an ad agency called Droga5. Well if you haven't it just happens to be one of the most awarded ad agencies at the Cannes Advertising Festival. Also voted Creative agency of the year 2011.
The work these guys do is phenomenal to say the least and their campaigns include; The Tap Project - a high-profile hoax for Ecko plus they also promoted Bing and Jay-Z by plastering the pages of the music impresario's book in the unlikeliest of places, including the floor of a Miami pool and the lining of a Gucci jacket.
I was privileged to attend a seminar conducted by Ted Royer their executive creative director. Apart from being a creative genius the man is humble and has a brilliant sense of humor. The striking thing is his simple techniques for doing great creative.
What I learnt was too great to keep to myself and just has to be shared.
Here goes:
1 - There is no formula for doing great creative work. Great work comes from that gut feeling.
2 - Be simple. If you can sum up your idea in one sentence then it is a big idea.
3 - Look for the simple truth in front of you.
4 - Assume your audience is lazy. Make it easy for people to figure out your message.
5 - Instead of restating the problem, be the solution.
How's that for a simple approach. Of course we don't have to follow everything we are taught and we can go ahead and write our own books - but sometimes a little advise from the worlds best does not hurt.
Hey that's just my opinion.
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