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Creative Cheat Sheet: Part 7
Look at it upside down Ask yourself what the product doesn’t do. Who would have no use for it whatsoever? What doesn’t it cost? How would it be inefficient?
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Creative Cheat Sheet: Part 8
What’s it like then? Are there any metaphors for the product? Is it like a lion or a camel or a clockwork chicken? Is it a Harley Davidson rider wearing drag? Or a car that runs on custard? Or a...
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Creative Cheat Sheet: Part 9
Tell the truth Revolutionary, or what? Most people have a healthy distrust of advertising, so being blatantly honest can have a dramatic effect. Look at the old classic Avis campaign – ‘We’re number...
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Creative Cheat Sheet: Part 10
Go on! Prove it! If you’ve got a strong proposition about how your product is better than the rest, prove it. But do it in an interesting and surprising way. Could you show your washing up liquid...
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Creative Cheat Sheet: Part 11
Use a celebrity I hate this one. But it may just work for you. Please, please, please don’t use a celebrity just for the sake of it. Borrowed interest is only useful if it actively builds on a strong...
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How to defend work – compilation
Following the advice of my buddy Pedro, I’ve added another page to the site. It’s a compilation of all the tips on how to defend work. So now you can see them all in one place without piddling about...
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Creative Cheat Sheet: Part 12
This suggestion comes from the genius more commonly known as Sam Butterfield. Turn a positive into a negative What is the downside to your proposition? Which part of your life will it have a negative...
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Creative Cheat Sheet: Part 13
Shock the fuck out of people Is there a visual you can use that will provoke a strong reaction? Or could you say something that would seriously offend your parents? If you’re advertising an amazingly...
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Is this the future of mobile?
As part of MoMA’s ‘Design and the Elastic Mind‘ exhibition in New York, Nokia is showing their concept gadget – Morph. This is apparently what mobile devices will be like in the future. You may notice...
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The Rules #83
Work with people who make your ideas bigger. If you don’t, find people who will.
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