Realize Your True Creative Power

I cannot think in a better Hack to start about creativity than the one about concerning realizing about your own and immense creative power.

It was built a myth around creativity: Some people are creative while others are not, no matter what you do, it’s something innate, you were born with it or not. This is wrong!

Obviously not everyone has the same cognitive power in the same domains. This explains easily why in nowadays society where creativity is mainly related with arts, if you whatsoever have no skills in this area probably people will look at you as ‘non’ creative, possibly gifted in other areas, but no matter what the creative tag is somehow just for that restrict group of people.

There’s not much else to say, realize your strengths and use them with passion. For me being creative is that, realizing your strengths in a given domain and producing/creating something new (or not) that will have some impact / added value to society but above all will make you happy while creating them.

Be happy while being creative!

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If you are familiar to the Advertising world you already noticed that brief is one of the words most used in daily talk. In this post I’ll try to show its importance.

Brief itself should be separated in two distinct ones: the client brief and the creative brief.

The client brief: Whenever a client contacts an agency in order to develop an advertising campaign, a list of attributes should be given by the client to the agency. Without this list, the agency would never be able to build up a successful campaign if they don’t know what’s the main objective of the campaign for example.
The essentials that a client should provide to an advertising agency that constitute the client brief are:
- Where are we now?
- Where do we want to be after this?
- What are we doing right now to get there?
- What’s our target group? Who do we need to talk to?
- How come we will know that the accomplish the objective?

This pretty much is what needed to be presented by a client to an agency in order to guarantee that the agency has enough input to create a successful campaign. (Other issues are related with market search and the campaign planning style are also of extreme importance, however I won’t tackle them in this post).

The creative brief: After the client brief has been received by the agency, now the account management and account planning teams are responsible to transform a client brief into the creative brief, which will need, obviously, to be approved by the client itself.

We can say that a good creative brief is the one that stimulates creativity and enhances original ideas by the creatives. There should be enough space for imagination occur, the creative brief shouldn’t be too restrictive that will be just possible to work in one direction. We should remember that at this point creatives will come to some idea of how the deliverables will be, which will serve as input to the production team, so we should always keep in mind that in the first steps of the creative process to leave it as open as possible, and not act in a ego-related fashion.

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Online video advertising became part of our lives. At the present moment, video portals such as youtube and vimeo, became the host of thousands of videos uploaded everyday that we, internet users unable to not press a link when it says it’s a video, watch, laugh and pass around our friends and share in social networks. My focus in this post will be one kind of videos: Viral videos.

Virals became part of guerrila advertising not so long time ago. Advertising agencies realized its power to spread, and reach in a couple of hours thousands of views, impressive we have to admit. It’s indeed a powerful tool. But my question is, will the power of virals be constrained just to the world wide web? Could it be possible to be used in other forms of media?

My answer to this question is: IT SHOULD. I see a good viral as a band playing in the street. If it’s good music people will stay to watch until it’s over, they’ll call their friends, their friends call other friends, and people will gather around. This metaphor i find quite interesting because I believe that the future of viral videos is in ambient advertising: leaving the internet surface and going to outdoors environment.

I believe it’s not really complicated to imagine this scenario. Outdoor advertising is getting old, advertising needs new fresh air in the streets. It’s already happening here and there, but what I’m talking is that it’ll become global and people will decide which viral will be in it. How? simple, cellphones are in the pockets of everyone and one text message away of deciding what they wanna see. I believe that there are endless of opportunities in this field that from what I’ve known hasn’t been explored quite yet.

Conclusion: Guerrilla advertising viral videos, in my opinion, will become a daily basis in outdoors advertising, where everyone would be able to be involved and choose which is viral that should be playing right here and right now.

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For long time the subject of “How to generate new ideas” came into my mind constantly. I wanted to discover how this could be achieved and not think of it as something that “happens” sometimes. I wanted to take control of this process myself. I wanted to break down this and understand the reasoning behind this subject.

In this post I’m going to present the way I look at this subject and how easy is to copy this technique, that everyone actually already uses it (empirically without thinking about it most of the times).

Whenever you want to create something (a new blog post, a new advertising idea, ..) think about it as creating a child. As a child has two parents, also your new idea will derive from other already existent ideas. The point that I’m trying to make here, is that a new creative idea is nothing more than a mix between other existent ideas in order to make sense. This seem quite obvious, but the truth is that so-called new stuff comes out that is exactly the same from others that already exist.

You don’t need to be magic or as a so-called ‘creative’ by nature, you just need to master how to think metaphorically: create comparisons where none exist, challenge the standard status quo, and remember, innovation is the key for success.

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