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    The Kick Start Catalogue

    Uploaded by

    ShriyaSavsaniPatel
    The document provides 24 methods for kickstarting creative ideas in advertising. Some of the key methods include using visual messages without words to tell a story, combining unrelated objects to represent a product's benefit, exaggerating or minimizing aspects to emphasize the message, using repetition to attract attention, turning things upside down or inside out for a fresh perspective, and telling stories or using metaphors to involve viewers. The goal of these techniques is to provoke new ideas by thinking beyond conventional approaches.

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    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd

    The Kick Start Catalogue

    Uploaded by

    ShriyaSavsaniPatel
    2K views132 pages
    The document provides 24 methods for kickstarting creative ideas in advertising. Some of the key methods include using visual messages without words to tell a story, combining unrelated objects to represent a product's benefit, exaggerating or minimizing aspects to emphasize the message, using repetition to attract attention, turning things upside down or inside out for a fresh perspective, and telling stories or using metaphors to involve viewers. The goal of these techniques is to provoke new ideas by thinking beyond conventional approaches.

    Original Description:

    Source: Creative Advertising. Mario Pricken

    Original Title

    The kick start catalogue

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    The document provides 24 methods for kickstarting creative ideas in advertising. Some of the key methods include using visual messages without words to tell a story, combining unrelated objects to represent a product's benefit, exaggerating or minimizing aspects to emphasize the message, using repetition to attract attention, turning things upside down or inside out for a fresh perspective, and telling stories or using metaphors to involve viewers. The goal of these techniques is to provoke new ideas by thinking beyond conventional approaches.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    2K views132 pages

    The Kick Start Catalogue

    Uploaded by

    ShriyaSavsaniPatel
    The document provides 24 methods for kickstarting creative ideas in advertising. Some of the key methods include using visual messages without words to tell a story, combining unrelated objects to represent a product's benefit, exaggerating or minimizing aspects to emphasize the message, using repetition to attract attention, turning things upside down or inside out for a fresh perspective, and telling stories or using metaphors to involve viewers. The goal of these techniques is to provoke new ideas by thinking beyond conventional approaches.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 132
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    The document describes 24 techniques for generating creative advertising ideas, including using visuals without words, mixing and matching objects, comparisons, and exaggerations.

    Some techniques described include using visuals without words, mixing and matching objects, comparisons, exaggerations, alternative uses, symbols and signs, games, stories, absurdity and more.

    Exaggeration can be used to grab attention and emphasize benefits by making problems, products or solutions appear bigger, longer, heavier, thicker or multiplied. However, it must be done with wit so it doesn't compromise credibility.

    The Kick Start

    Catalogue
    Source: Creative Advertising. Mario
    Pricken
    • “Creative Advertising-by Mario Pricken is like a faucet on
    full blast for the brain! It includes ideas and techniques
    from the world’s best campaigns. After every sentence I
    scramble for my pen, jotting down new ideas and
    different approaches.”

    2
    When to use?
    • After you have an insight
    • How?
    • Jot these methods down as a checklist: then force
    yourself to use each method to kickstart your ideas

    3
    Method 1: Without Words
    Visual messages work by inviting viewers to complete the
    story for themselves.
    Think how to portray the benefit/insight in one single
    picture
    Think how the SMM (Single-Minded Message) can be
    depicted without words
    Think about how different situations or scenes can
    convey the product benefit?
    How would the benefit/insight be depicted in a silent film?
    Can you tell the story of the insight or benefit in simple
    sign language?
    Note: the benefit can be a tangible (physical: removes
    stains) or non-tangible benefit (an emotional/social/moral
    benefit)
    7
    8
    9
    10
    11
    12
    13
    14
    Method 2:Mixing & Matching
    A frequently used advertising method is to
    combine & associate different things together to
    create a surprising effect
    How can the product be combined with something
    else in order to make the SMM clear?
    What object can your product be combined with to
    make the SMM clearer?
    Can you combine several objects to make one?
    How can you combine the problem and solution
    together?
    • What object can your product be combined with to
    make the SMM clearer?
    • Can you combine several objects to make one?
    • How can you combine the problem and solution
    together?

    16
    17
    18
    19
    20
    Guiness Ice Cold
    22
    23
    24
    25
    26
    27
    Method 3:Compare &
    Contrast
    Comparative juxtapositions are the classics of
    advertising
    What before-and-after comparison underline the
    benefit?
    How can the product benefit be communicated by
    comparing the product with something completely
    unrelated?
    The comparison shouldn’t be obvious: referring to
    something quite remote generates the right amount
    of tension
    29
    30
    31
    32
    33
    34
    Method 4:Exaggeration
    A hyperbolic depiction of a problem, the product, or a
    solution can grab the attention and emphasise the benefit
    What exaggeration could represent the benefit more
    forcefully?
    What can be added? Make it bigger? Longer? Heavier?
    Thicker? Multiply it by two?
    What reduction, no matter how extreme, could represent
    the SMM/Insight/benefit more forcefully?
    What can you exaggerate in a situation where the
    product/service is absent?
    NB: Do it with wit and the credibility of the message won’t
    suffer
    38
    39
    40
    Method 5:Repetition &
    Accumulation

    Repetition, highlighted by disruption.


    How can the product benefit be
    emphasized by repetition?
    How can repetition attract attention, and
    represent the problem situation in a
    witty and provocative way
    An Ad for the Swiss-Tibet
    Society
    43
    44
    Method 6:Turn It Around
    Take the features of a product, its benefit, packaging
    or function and do the opposite of what people
    expect
    Stand things on their heads, put the last thing first,
    turn something inside out, make a big thing small and
    vice versa, make beauty look ugly and ugly beautiful
    Convert the benefit into a disadvantage? Show the
    negative instead of a positive? Achieve the opposite
    of the SMM? Turn it upside down? Change the
    perspective of the people involved? Switch cause and
    effect?
    49
    50
    Method 7:Omission &
    Suggestion
    Missing information involves the viewers by forcing
    them to play an active part in uncovering what is
    hidden
    What could replace the product? Who or what could
    take its place in order to focus on the SMM? How can
    the product be reduced to its essentials?
    53
    Method 8:Optical Illusions
    56
    57
    58
    60
    61
    62
    Method 9:Paradox
    • A statement proceeding from a
    logical and truthful premise, which
    nevertheless ends in contradiction

    63
    64
    65
    66
    Method 10:Playing With
    Time
    • Will time alter the product or its
    function?
    • Will the product affect humanity and
    human history?
    • How can you make the effects of time
    visible?
    69
    70
    71
    Method 11:A Change in
    Perspective
    • Spatially: show objects or situations from unusual
    viewpoints: bird’s eye view, ECU, extreme distance,
    from every possible angle, from outer spaceetc
    • Take on other identities: Leave your body and slip
    inside other people, objects or animals
    76
    77
    Method 12:Spoofs & Parodies

    • You can use something from TV, Cinema, literature,


    music, politics or art and change it to make it conflict
    with its original function and character
    • But you need a well known original
    • And you need to make sure you don’t lose touch with
    its essential features
    • Failure to do so will result in accusations of ‘borrowed
    interest’
    Ariel
    VW
    81
    Method 13:Symbols & Signs
    They can carry different associations or emotions
    depending on the viewer or how they are used
    Adidas
    84
    85
    Method 14:Come & Play
    • Remind viewers of games they played when they
    were kids
    • Involve viewers in a game
    Use A Sticker to Find the Right Camping
    Spot…
    Method 15:Tell Stories
    Give normality an unexpected twist that
    involves the product
    Method 16: Be Absurd,
    Surreal, Bizarre
    Lock the door and create a situation where each of
    you is free to reveal the absurd, surreal or bizarre
    96
    97
    98
    Method 17:Take it literally
    • Everyday familiar phrases, metaphors, slang
    expressions or combinations of words can, if we stop
    to look at them contain buried jokes, absurd images
    or paradoxical situations
    101
    102
    Method 18: Take a Look
    Inside
    • See the inner life of objects or services
    to underline its benefits
    Jobfinders:
    Method 19:Show the Effects
    • How can you make the product’s effects
    visible?
    Jeep
    Method 19:Change The
    Product
    • How can the shape be changed or adapted to
    communicate the SMM/Benefit/Insight on a
    metaphorical level?
    113
    115
    Method 20: Alternative Uses
    • Where could the product be used
    outside of its original context?
    Method 21:Double Meanings
    • Visual and verbal double meanings
    • Visual ambiguity based on optical illusions attract
    attention
    • Verbal ambiguity leads the reader along a path that
    ends in an alternative suggestion
    Method 22:Words
    • Wordplay, popular sayings, quotations,
    rhymes, proverbs or maxims can trigger new
    ideas
    124
    “Children wanted for scientific
    experiments”

    Can you guess the client?


    Method 23:Demonstation
    • Use non-demonstration media to
    demonstrate
    Adidas
    129
    Method 24: Metaphor &
    Analogy
    • Metaphors communicate meaning in a subtle and
    elegant way
    • The best way to understand the significance of
    something new is to compare it with something we
    already know
    • Search for similarities and transfer meanings
    131
    Double Studded Levis

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