Lecture on Creative Tools

Lecture on Creative Tools

Hello, here you will find the references for the first lecture.

All six tools have a pair. Combine them, play along and have fun towards the thinking process.

Enjoy and be free to send your questions or comments.

Remember: Creativity is a mental path… hit the road!

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Creativity in Advertising:
When It Works and When It Doesn’t
Werner Reinartz and Peter Saffert
Harvard Business Review
June 2013 issue
Link

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Learn to Think Differently
Link

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MINDMAPPING
Checklist concepts
Link

Mad Men
aMC, TV series
United States, 2007-15

Episode 1 – ”Smoke Gets in Your Eyes”

Lucky Strike Pitch
Link

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FOCUS ON CHANGE
Other people’s viewpoints
Link

What Women Want
Paramount Pictures, Film
United States, 2000

Understand the Target
Link

No Games, Just Sports
Link

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REFRAME THE PROBLEM
Rethink the question
Link

Backing up a trailer
Volkswagen Trailer Assist, Commercial
Germany, 2016
Link

Backing up a trailer
Volkswagen Trailer Assist, Case Study
Germany, 2016
Link

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LATERAL THINKING
Defy stablished patterns

Nike: local activations, global scope
Link 1 & Link 2

This is us
Nike, Commercial
Turkey, 2017
Link 1

House of Cards
Netflix, Season 4 Teaser
United States, 2016
Link

Cultural Impact
House of Cards
Netflix, Season 4 Electoral campaign
Link

#CreateCourage
Rogue One: A Star Wars Story
Globe, Commercial
Philippines, 2016
Link

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CHANNEL SOMEONE ELSE
Fresh eyes
Link

Mad Men
aMC, TV series
United States, 2007-15

Episode 6 – ”The Hobo Code”

Belle Jolie Pitch
Link


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STOP OVERTHINKING
Let things flow
Link

Mad Men
aMC, TV series
United States, 2007-15

Episode 13 – ”The Wheel”

Carousel Pitch
Link


Nostalgia
Delicate but potent

#FillYourGalaxyWithWonder
Star Wars: Episode VII – The Force Awakens
Globe, Commercial
Philippines, 2015
Link

Michael Phelps – Rule Yourself
Under Armour, Commercial
United States, 2016
Link

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IDENTIFY CREATIVE TECHNIQUES

Together | LeBron James
Nike, Commercial
United States, 2014
Link