Unleash Your Creativity!

30 December 2015, Wednesday

Have you ever wondered how some people manage to be so creative? Is there a formula to becoming creative? These are questions often pondered by those in pursuit of innovative ideas. So, what exactly is creativity? Does it follow a set theory or adhere to predefined patterns?

Creativity is neither an innate talent nor a sudden burst of inspiration. It’s the ability to go beyond what’s already been done, to say the unsaid, and to achieve what hasn’t yet been attempted. To foster creativity, the key is having knowledge and adopting a unique way of thinking. If you want to develop your creativity, you need to “nourish” it. This term, frequently used in creative industries, emphasizes feeding your mind the right way. Read books, watch films—but it’s crucial to be intentional about what you look for and how you observe. For example, when watching a film, consider whether a scene could be repurposed creatively, like in advertising. The essence lies in nourishing your creativity with purpose.

Is it possible to manage the creative process? Jack Foster’s book How to Get Ideas offers insights into navigating this journey:

The Four Stages of the Creative Process

Gathering Raw Materials
Collect all the “raw materials” related to your product or service. This stage is foundational.
Incubation Period
Digest these materials and explore the relationships between them. If you hit a creative block, take a break—sometimes stepping away helps ideas simmer.
The Eureka Moment
When the light at the end of the tunnel appears. Often, this light is the oncoming train of a truly impactful idea. If so, congratulations!
Validation
Analyze the idea—does it hold up? Is it feasible? Will it stay on track or derail? This stage ensures your concept has practical potential.

Creative Frameworks in Advertising

While measuring creativity is complex, research on award-winning works suggests that about 90% of creative ideas fall into specific patterns. For example, studies conducted in Israel analyzed thousands of advertisements and identified recurring creative frameworks. These patterns can guide innovative campaigns. Consider this: For a golf tournament in France, one might merge a croissant and a golf ball—two circular objects—to craft an ad.

Here are some key frameworks with examples:

1. Combination

Merge two unrelated elements relevant to your product or message.

2. Activation

Engage users through physical interaction. Keep it simple and clear.

3. Metaphor

Symbolize your product’s essence through an iconic representation.

4. Subtraction

Remove parts of the product, text, or even the logo to make a bold statement.

5. Exaggeration

Take an attribute or result to the extreme for maximum impact.

6. Absurd Alternatives

Highlight the benefit, not the product itself, through unconventional scenarios.

7. Reversal

Imagine life without your product and depict its absence creatively.

8. Overcommitment

Show the consumer going to exaggerated lengths to obtain your product.

Beyond the Frameworks

While these patterns can be powerful, creativity often transcends them. True magic happens when you step outside these frameworks and discover something entirely original. That’s when you truly become creative.