the logic behind the magic

of powerful creative ideas

by Ravid Kuperberg, Mindscapes at

lets talk about

fear of creativity

fear of losing control

fear of failure

= fear

https://www.youtube.com/watch?v=NsWVOUmUx2I

possible remedies?

information
knowledge
habits

hi, this is your captain speaking

if you dont reject fear, if you allow yourself to experience fear

just a little longer, than you can overcome it.
Todd Sampson, CEO Leo Burnett Sydney

we spend a lot
of time & resources
fighting fear in the
strategic process
up to the
creative brief.

and then the creative is discussed

using a tadaam attitude

Mindscapes analyzes & deconstructs award winning ideas

identifying recurring patterns of thinking

which are translated

into practical structured
thinking tools,
adding logic to the
creative process

Mindscapes analysis of Cannes Lions winners (past years):

amongst Grand Prix and Gold Lions
This image cannot currently be display ed.

81%
using identified patterns

Categories: Titanium & Integrated, Promo, Direct ,PR.

Research done for Contagious magazine

its not about exposure to creative work

its about exposure to patterns of thinking

https://www.youtube.com/watch?v=70VoYgv0gqw

https://www.youtube.com/watch?v=zh2ULhXtqYU

results

+ 867M
867M earned impressions
+2.6M
2.6M votes in the competition
tweeting celebrities
27 drive-ins saved

https://www.youtube.com/watch?v=bBfM2cMKsSg

pattern of thinking?

Fight for a Cause

definition of cause

any idea or goal with a common objective

which leads people to action
in order to change or to obtain it

idea

create a cause which embodies the brand idea/message and did not exist before,
relevant to peoples lives, and then launch a campaign in which the brand presents the cause
and brings it to life

supplying initial platforms for people to engage with the cause, act upon it
and even make it their own

the idea

brand
idea/
message

cause

the idea
TV

social
media

cause
mobile

POS

result

cause

emotional
investment

result

cause

brandversations

result
awareness

brand idea/
message

cause
sympathy

there are three kind of causes

1. Movement
Movement: people are invited to join a common goal for the
common good, achieving it together

there are three kind of causes

2. Individual Expression:
Expression people are invited to join a common goal
for the individual good, expressing it an individual manner

there are three kind of causes

3. Debate
Debate: people are invited to express their opinions in
a public discussion

https://www.youtube.com/watch?v=V-yu0dWGB_A

Mediacom Media India, 2009

key 1

key 2

key 3
thinking about a cause provides a
mental prism which helps identify
insightful observations about consumers

where do they feel tension, frustration, discomfort

where do they feel an inner drama
drama

a new meaningful engaging perspective about the brand

brands role

Fight for a Cause Cause Related Marketing

born form the brand idea/message

can be controversial
can be fictional
can be humoristic

https://www.youtube.com/watch?v=V80bZ33XyGM

Brazil: 20,000 deaths a year

related to drunk driving

https://www.youtube.com/watch?v=HGCfzlpAhgQ

https://www.youtube.com/watch?v=DH8D2OHn18c

https://www.youtube.com/watch?v=b8OOCU8zZSs

results

+2.5M
2.5M unique views on YouTube from 190 countries
Apolosophy haircare products beat sales target by 40%
40%

pattern of thinking?

New Tasking

the idea
assign a new task to an existing resource in a system:
a task which is not expected to be performed by that resource


break functional fixedness
fixedness


surprise the audience and create an innovative way
to deliver your message

a system is

resources are

whatever is part
whatever is part of
of the system
the brand content
and its immediate
world
physical vicinity

tip

start with analyzing the immediate vicinity of a system

look for resources which are already there and give them an alternative task

tip

look beyond the immediate vicinity (within the brand content world)

combine the tasks of resources which have visual similarities

tip

catch people while

while they are already
already

take advantage of where people are and what they are doing

result

awareness

brand idea/
message

sympathy

NT

relevant systems are:

Product/
Service

Medium

POP/ POC

World of user

Event

tip when using a medium

use a media resource in an unexpected way

https://www.youtube.com/watch?v=UYy1GmJgFXA

https://www.youtube.com/watch?v=RYZpS2OWfrI

tip when using a medium

use an unexpected resource as part of the media

evaluating creating ideas

evolution of evaluation

brandversations, share-ability, PR-ability, etc.

Fusion
Fusion

Fusion with message: does the idea convey the message in

a clear way?
creative idea

message

which ad is better?
the safe decision

which ad is better?

what makes the difference?

2 kinds of Fusion are key in making an add effective

creative idea

message

brand
product / service
related behavior

Fusion between creative idea & brand / product / service

is the creative idea strongly connected to the brand / product / service

and its content world?

is there a strong associative link?

Fusion between creative idea & brand

difficult to attain as the resources are limited:

name, logo, slogan, visual icons, color, package

a distinct, identifiable, consistent brand communications language

makes Brand Fusion easier to attain

Fusion between creative idea & product / service

elevates the creative execution and its relevancy

elevates engagement

brand recall

Fusion between creative idea & related behavior

even if the product/service is seen only at the end

when it appears it makes sense and feels like it was always
an integrated part of the creative

https://www.youtube.com/watch?v=Ov9p5hZOEQQ

Fusion is here to stay

how do you know there is a lack of Fusion?

thank you.
www.themindscapes.com
info@themindscapes.com