Bruxelles 24 sept. 2013

Inspiration

How to get out ?

Transgression

How to transgress

?

Different impulse

Timing Information

Exploration

Inspiration

Construction

Nice to meet You !

Creativity is NOT doing stupid things !

Process

3 steps : chronology

The frame

Rephrasing

1. Exploration

Reality 1.  Exploration

2. Divergence

3. Convergence

Imagination

Originalité &

Pertinence

Original & relevant

Questions &

Comments

Warm up

Reality 1.  Exploration

Imagination

Comment se faire connaître et vendre ?

Reality 1.  Exploration

2. Divergence

Imagination

Conditions

No Judgment

Beliefs

Experience

Knowledge

Perception

Pressure

Why we judge ?

Why not contest

No Judgment !

Techniques

Trash ideas

Putpocket

Mismatch socks

Trash ideas

Break

Bottle machine

Transgress

Remove Create

Decrease Increase

Remove Create

Decrease Increase

Transgress

Remove Create

Decrease Increase

Reality 1.  Exploration

2. Divergence

3. Convergence

Imagination

Convergence

Selection

Construction

Evaluation

1

2

3

Selection

Evaluation

Construction

« PPCO »

Plus

Potentials

Concerns

Options

Naked people in ad

Plus Potentiels

Craintes Options

•  Attirer attention •  Montrer la marque

d’une façon différente •  Image (oser/impact) •  Surprise

•  Buzz Internet •  Couverture Média •  Se souvenir de la marque •  Augmenter les ventes

•  CFP éviter le sexe ? •  CFP éviter de montrer

seulement des filles nues ? •  CFP rendre l’action

compréhensible ?

•  Cacher le sexe •  Plus d’hommes nus que de

femmes nues •  Humour •  Bonne cause

Clothing drive

Plus Potentials Concerns Options •  Strengths

•  Advantages

•  Immediate benefits

•  Time projection

•  Positives consequences

•  Advantages ST, MT, LT

•  Future benefits

•  Weaknesses

•  Problems

•  What to improve ?

•  Alternatives

•  Solutions

•  Responses to concerns (Link with concerns)

PPCO

Let’s sum up

Different impulse

Process

3 steps : chronology

Reality 1.  Exploration

2. Divergence

3. Convergence

Imagination

Conditions

Why not contest

No Judgment !

Techniques

Trash ideas

Transgress

Remove Create

Decrease Increase

Convergence

Selection

Construction

Evaluation

1

2

3

« PPCO »

Plus

Potentials

Concerns

Options

Questions &

Comments

Evaluation

Originality &

Relevance

Keep AUDACITY high until activation

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