Let's start with the definition of "creativity"
Leo Boehner once said: The so-called creativity, the real key is how to establish a new and meaningful relationship between things that have nothing to do with the past in a relevant, credible and high-style way, and this new relationship can show goods with some fresh insights. Unexpected, but reasonable.
If we look at the creative methods in the historical process of advertising:
Leo Boehner's internal stimulation method, Ross Reeves' unique sales suggestion method, Ogilvy's brand image method, bernbach's implementation focus method, Reese and trout's positioning method, and Wu Gan's message model method!
I'm sure the friend who asked this question must be from the advertising circle. I don't need to explain the above in detail, do I? Tell me what I think is creative.)
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According to my own idea, I classify the creative methods in this way, but it's also quite messy! Let's consult and communicate with each other! As follows:
From the perspective of advertisers alone, I think advertising creativity can be roughly divided into: copywriting creativity, graphic or film production creativity, and overall marketing strategy planning creativity (including public relations creativity and marketing planning creativity).
From the perspective of advertising theme, I think creativity can also be divided into: appealing creativity, erotic creativity, vulgar bombing creativity, concept-free and unrelated creativity, and some mixed creativity.
Ogilvy once said: the ultimate goal of advertising is sales!
But as professional advertisers, we can't forget Ogilvy's words at the same time, and we can't publish and spread our advertisements for advertisers too much! As an advertiser, if you want to be creative, you must first be worthy of our identity and professional ethics, and provide green creativity as much as possible, that is, effective communication, outstanding theme appeal, not being hated by the audience, not vulgar! Secondly, try to understand our advertisers, customers and their products, as well as customers' competitors, so as to lay the foundation for the differentiation of our advertising creativity in the future! Third, after we achieve "green" and "differentiation", we hope that our advertising content creativity can convey classic information well, reach a certain * * * sound among the audience, and impress them with this advertisement and attract their attention! Finally, creativity requires us to have a certain coverage as far as possible. Non-professional advertisers and pure audiences should be able to actively or subconsciously recognize our advertisements. In vernacular Chinese, it is creativity that can make the audience remember the brand!
In a very short time, advertising professionals, or designers and art designers often play with individuality and advertise from a professional and purely artistic perspective, which is very wrong, or such advertising designers are not really mature. In the actual advertising circle, it is completely infeasible to express their creative thinking and ideas without fully considering consumers and target audiences. If the advertisement is beautiful, but the audience can't understand it and the memory consciousness is not high, this is also the disadvantage of the advertisement designer! Having said that, I mainly emphasize that creativity is inseparable from the audience, unless you want to play pure art or hype!
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Some ideas that I think are good in my mind:
official documents and correspondence
Finally, there will be a road and a Toyota. Good idea! The combination of ancient and modern highlights the widespread use of Toyota cars.
One world, one dream, very good text collocation, catchy, very warm and friendly! Highlight the traditional thought that the Chinese nation has always valued peace.
Drink Wang Laoji if you are afraid of getting angry, and take product appeal as a classic example of advertising copy! Mixed with Wang Laoji's "creative" love, supporting the Wenchuan earthquake, enterprises have benefited a lot and profits have grown wildly! Similarly, if you are tired and sleepy, drink red bull; Whoever uses it will shine brilliantly, which is very good and has become a household name.
Visual advertising creativity
The TV advertisements of "Absolute Vodka" series and the new Audi A4-L have a slight sense of quietness, which embodies elegance and lightness, as well as good advertisements. Budweiser beer series is very entertaining.
Overall marketing strategy planning creativity
We attach great importance to creativity in enterprise positioning and marketing ideas.
For example, Apple's positioning, noble fashion, avant-garde, design, and the creativity it bites out are also great.
BMW didn't sell much in the United States for a while, but it's definitely a good idea strategically to invite the director 10 to shoot a series of BMW films as hidden propaganda!
There are also controversial melatonin and hengyuanxiang. In fact, they are all great ideas! Their purpose is to urge consumers to remember products and buy products! Who cares about advertising? Therefore, if enterprises do this creatively, I am afraid it will not work in the future. After all, ordinary people also have resistance! Therefore, behind similar creative marketing strategies, we can do several good "public relations activities aimed at enhancing reputation" to make up for the loss of brand reputation caused by vulgar advertisements' excessive pursuit of audience's brand memory!
Finally, add a few words about creativity:
Creativity = innovation+profit.
Advertising creativity is not production technology.
Creativity is your own child. You look forward to its birth, but you can't grasp what it will look like.
Creativity is the ability to "create" and "create meaning".
Creativity is "incredible" and becomes "the same truth can be proved."
Creativity is a new combination of original needs and old elements!
Creativity is to satisfy the visual, auditory, sensory and psychological desires of demanders and creative experiencers where they need them, and to create their desires when and where they don't need them, so as to attract their attention.
Creativity is to turn dung into gold, football into a triangle, animals into people, fantasy into reality and create new ideas.
I always think that the most successful ideas can subvert the market, and ideas can be shuffled.
I wrote a small diary last year, revised it and posted it! Hey, hey, if we have something to discuss, we can communicate again.