Unicorns v dinosaurs: How to be creative when nobody wants you to
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In a world where consumers are saturated with brand messages we need to create campaigns that emotionally resonate. But, how can we do that when brands are afraid to have opinions?
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Unicorns v dinosaurs: How to be creative when nobody wants you to
- 1. Unicorns vs dinosaurs How to be creative when nobody wants you to
- 2. Founder and MD of Manyminds Co-founder of Outrageous Creative Author of ‘The Future is Freelance’ Runs mentoring programme and creativity workshops Haven’t got a clue what I am doing @kirsty_hulse #searchlove
- 3. Let me start with a fact @kirsty_hulse #searchlove
- 4. 11 items of clothing @kirsty_hulse #searchlove 39,916,800 ways to get dressed
- 6. Business operate on quantifiable predictability @kirsty_hulse #searchlove
- 7. We reward not making mistakes and maintaining status quo @kirsty_hulse #searchlove
- 8. People are paid to not f**k up @kirsty_hulse #searchlove
- 9. Let me circulate that with all the key stakeholders We have strict brand guidelines We have a 12 step sign off process
- 11. We are exposed to 3000 adverts a day @kirsty_hulse #searchlove
- 12. 1 in 3 of us use ad blockers @kirsty_hulse #searchlove
- 13. “I get thousands of press releases a day. Literally. Thousands.” @kirsty_hulse #searchlove
- 15. We have to be bold and incite emotion @kirsty_hulse #searchlove
- 18. 600+ pickups, including initial placements with BuzzFeed and The Huffington Post Extensive international coverage, including Business Insider Australia, CNN Espanol, six additional versions of The Huffington Post More than 3 million views from the BuzzFeed feature alone Close to 1 million social shares, with nearly 20 percent coming from on-site shares
- 19. “Emotions are the key - consider using data that will tell a human story, resonate emotionally, or tell us something particular regarding human behavior.” - Krystin Tynski @kirsty_hulse #searchlove
- 22. Brands don’t like to have opinions @kirsty_hulse #searchlove
- 24. 74% of CMOs said they are “unlikely” to take a creative risk with their brand @kirsty_hulse #searchlove
- 25. 87% of us struggle to get our best ideas signed off @kirsty_hulse #searchlove
- 27. How can we be creative nobody wants to take risks? @kirsty_hulse #searchlove
- 28. 1. Have bold ideas 2. Get them signed off bold ideas... ...Signed off
- 30. @kirsty_hulse #searchlove Who here believes you are a creative person?
- 33. “Creativity is a skill that can be learned, developed and applied” @kirsty_hulse #searchlove
- 38. “All creativity comes through play.” @kirsty_hulse #searchlove
- 39. Businesses have to develop habits to enable their staff to be creative @kirsty_hulse #searchlove
- 42. Random wordsUse random words against a defined focused to stimulate new ideas. The random word allows us to open up paths we would otherwise never explore.
- 44. Focus: To provide idea to promote a storage company Random word: Planet and Photograph
- 47. Be playful, take ourselves a less seriously, loosen inhibitions @kirsty_hulse #searchlove
- 48. One word story You know the drill. One word each. It has to make sense. There’s a timer. @kirsty_hulse #searchlove
- 49. An expert talk Pick a subject from the list on the next slide. Then, can you please educate the room on how this topic. @kirsty_hulse #searchlove
- 50. 1. How to feng shui a room 2. What really killed off the dinosaurs 3. Why clowns are evil 4. The history of kitchen utensils that never caught on 5. How to stalk a celebrity 6. Why everything your parents tell you is a lie 7. An experts guide to winter gardening 8. Interior design for £5 or less 9. The reason universal plugs are all so different @kirsty_hulse #searchlove
- 51. “I had no idea how easily I could make stuff up!” @kirsty_hulse #searchlove
- 52. ProvocationsCome up with absurd solutions to a problem
- 53. Emotionally connect with storage @kirsty_hulse #searchlove
- 56. Underlying emotional principle: Loss, change, sentimental value @kirsty_hulse #searchlove
- 57. 1. How to feng shui a room 2. What really killed off the dinosaurs 3. Why clowns are evil 4. The history of kitchen utensils that never caught on 5. How to stalk a celebrity 6. Why everything your parents tell you is a lie 7. An experts guide to winter gardening 8. Interior design for £5 or less 9. The reason universal plugs are all so different
- 59. Write a blog post @kirsty_hulse #searchlove
- 60. Use Instagram stories @kirsty_hulse #searchlove
- 61. Run a test data campaign @kirsty_hulse #searchlove
- 64. “Creative campaigns were 7 times more efficient than non-creative campaigns” @kirsty_hulse #searchlove
- 65. “If you let me be creative, this will be 700% times better” @kirsty_hulse #searchlove
- 66. “Non creative campaigns are becoming less efficient over time” @kirsty_hulse #searchlove
- 67. A standard way of pitching a campaign is a problem @kirsty_hulse #searchlove
- 71. “I give my client loads of data, but they still don’t sign it off” @kirsty_hulse #searchlove
- 72. Data is only good for rational decision making. Here we’re dealing with fear @kirsty_hulse #searchlove
- 74. The centre stage complex @kirsty_hulse #searchlove
- 75. “53% more likely to pick the middle option” @kirsty_hulse #searchlove
- 76. Plan for the worst case scenario @kirsty_hulse #searchlove
- 79. Believe in your ability to be creative @kirsty_hulse #searchlove
- 80. Practice and train your creative mind @kirsty_hulse #searchlove
- 81. Go to new places. Be silly. Play games. @kirsty_hulse #searchlove
- 82. Have tiny feet @kirsty_hulse #searchlove
- 83. Take time to understand who you are trying to convince @kirsty_hulse #searchlove
- 85. Win the space race! @kirsty_hulse #searchlove