Fable Vision Studios's Creative Initiative and Strategies

will be uploading the assignment requirement in the ppt

The Big Idea ❖ Flash of insight! ❖ A creative initiative that builds on the strategy — joining the product benefit in a fresh, involving way. ❖ Makes the audience stop, look, listen and take action The Big Idea ❖ Big ideas are about doing something different or creating something new. ❖ They should be broad enough to be big, yet specific enough to be focused. ❖ Well-conceived ideas must be very simple. The Big Idea ❖ What’s the difference between a strategy and a big idea? ❖ A strategy describes the direction the message should take. ❖ A big idea gives it life! ❖ Requires inspiration Getting to the Big Idea ❖ Start with insight ❖ Understand the customer and their problems ❖ Turn it around and think of the human motivations ❖ What's the practical goal that the customer wants to solve? ❖ What’s the deeper underlying human, emotional goal that you can solve for them? ❖ How does the customer think about your product/service (heart and mind) and how do they think about the problem that your product is trying to solve? ❖ Tell the truth — What is the undeniable truths about your product or customer behavior that no one else has taken claim to ❖ Big ideas often seek to solve the higher human needs such as belonging, individuality, confidence and creativity Getting to the Big Idea ❖ Be Inspired — look around. You never know when an idea will come to you. ❖ Keep your favorites in a folder ❖ Look at other industries and how they solve problems ❖ Ignore the rules so you don’t get stuck in how it’s always been done ❖ Brainstorm — every idea is a good idea, put in on the board, build on them, let them mature, come back to them Getting to the Big Idea ❖ Start with a great strategy = a smart creative brief Assignment ❖ Develop a creative brief for the brand of your choice ❖ Due: 11/18 ❖ You are welcome to use the brand your group used for the brand/ category assignment or select a new brand. Either way, the brief is an individual assignment. ❖ You should do some research on your consumer - secondary for sure; though primary research will help uncover insights. You will need to do primary research for the final new business pitch anyway! ❖ You are not required to come up with a Big Idea in this assignment. You are writing the brief that will provide the inspiration for the Idea!