Triggers to create a concept rayn howayek

Triggers to create a concept

22 triggersBy Rayn Howayek

I- Without words

• How could the USP be depicted without words? How can the benefit be portrayed in one picture?

Without words

Without words

Without words

Without words

Without words

II- Mixing and Matching

• How can the product be combined with something else in order to make the USP dearer?

Mixing and Matching

Mixing and Matching

Mixing and Matching

III- Comparative Juxtaposition

• How can the benefit be communicated by comparing the product with something from a completely unrelated context?

Comparative Juxtaposition





VI- Repetition and Accumulation

• How can the product benefit be emphasized by repetition?

Repetition and Accumulation












V- Exaggeration

• What exaggeration (biggerm longer heavier thicker smaller shorter flatter, etc.) could represent the benefit more forcefully?

Exaggeration

Exaggeration

Exaggeration

Exaggeration

Exaggeration

Exaggeration

VI- Turn it Right Around

• How can the benefit be depicted by inverting something familiar into its opposite? Convert the benefit into a disadvantage; show the negative instead of the positive, reverse roles. And change the perspective.

Turn it Right Around




VII- Omission and suggestion

• What could replace the product? Who or what could take its place in order to focus on the USP.

Omission and suggestion





VIII- Paradoxes and optical illusions

• How can a paradoxical or contradictory statement emphasize the benefit of a product

Paradoxes and optical illusions




IX- Provocation and shock tactics

• How can the product or its benefit be depicted provocatively? What could no one dare to say about the product?

Provocation and shock tactics




X- Playing with time

• What effect does time have on the product? How will the product change the user’s future?

Playing with time

Playing with time

Playing with time

Playing with time

XI- Spoof and parodies

• What opportunities for spoofing (Legends, fairy tales, movies, TV shows, etc.) or parody (clichés, stereotypes, etc.) does the product offer?

Spoof and parodies

Spoof and parodies

Spoof and parodies

Spoof and parodies

XII- Symbols and signs

• How can the product benefit be represented more simply by symbols or signs?

Symbols and signs

Symbols and signs

Symbols and signs

Symbols and signs

XIII- Telling Stories

• Which of the following dramatic styles would be best for presenting the product benefit (Horror, thriller, adventure, Comedy, action, soap, opera, etc.)

Telling Stories

Telling Stories

Telling Stories

XIV- Absurd, surreal, bizarre

• What is the most surreal or absurd idea that would put the brand or benefit centre-stage?

Absurd, surreal, bizarre



XV- Take it Literally

• What ideas or statements about the product can be taken literally in order to generate witty or satirical visual images?

Take it Literally

Take it Literally

Take it Literally

XVI- Change the product

• How could the product be depicted differently to best communicate its benefit? Change its shape? Change its use? Change its location? Alter the way it looks, moves, sounds, smells?

Change the product

Change the product

XVII- Alternative uses

• What unorthodox ways of using the product would give a striking demonstration of its USP?

Alternative uses

Alternative uses

XVIII- Double meanings

• What verbal ambiguities emerge from the brief? (Obscene, sexually suggestive, provocative, playful, witty, etc)

Double meanings

Double meanings

Double meanings

XIX- In the beginning was the word

• What sayings or proverbs does the product or its USP make you think of? How would others describe the product or its USP? (Your grandparents, politicians, housewives, etc) Listen to everyday talk (jargon, dialect, slang, etc.). What contradictions do descriptions of the product provoke? (Eloquent silence, bittersweet, la force tranquille)

In the beginning was the word

XX- Reframing

• Is there another context within which the product would be surprising?

Reframing

Reframing

XXI- Metaphor and analogy

• What metaphors or analogies can be found in nature (technology, etc.) that will represent the brand or the benefit at a glance?

Metaphor and analogy







XXII- Alternative media

• How can an outdoor site be used in a fun to attract and involve the attention of passers-by? What familiar places or objects can you use for you AD to attract in a provocative way?

Alternative media

Alternative media

Alternative media

Alternative media

Alternative media

Alternative media

Alternative media

Alternative media

Alternative media

Alternative media

Design

Triggers to create a concept rayn howayek