creativity

what does it mean to be creative?

by: khairudin murad

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Creativity is inventing, experimenting, growing, taking risks, breaking rules, making mistakes, and having fun.
-Leo Burnett

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Creativity is the AHA moment!

-David Ogilvy

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contents
1. What is Creativity? 2. Creative Thinking 3. Creative in Advertising 4. Task / Group Presentation

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WHAT IS

CREATIVITY?

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CHANGE the way someone else looks at something

THINK a new way of looking at something (bringing a new idea into existence)

CREATE something which has never existed before

DEVELOP a new process for doing something

Anyone can be

CREATIVE!
Creativity is not connected to a specific job

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Comparison

CRITICAL
THINKING
Analytic Vertical Probability Focused Objective Left brain Verbal Yes

CREATIVE
THINKING
Generative lateral Possibility Diffuse Subjective Right brain Visual Yes and, but, maybe

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THINK & THINK!

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CREATIVE
THINKING

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CREATIVE THINKING is the process which we use when we come up with a new idea It can be ACCIDENTAL or DELIBERATE It is always in SUBJECTIVE manner Dont think out of the box, think FAR AWAY from the box!

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CREATIVE THINKING
THE BASIC PROCESS

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CREATIVEPROCESS

DO IT

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EFINE YOUR PROBLEM/ TASK

1. Work out the objectives that you must achieve 2. Concentrates on analyzing the problem/ task to ensure that the correct question is being asked 3. Break it down into smaller parts

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PEN MIND & APPLY CREATIVE TECHNIQUE

1. Start generating possible solutions 2. Generate as many different ideas as possible. 3. Even bad ideas may be the seeds of good ones.

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DENTIFY THE BEST SOLUTION

1. Select the best of the ideas you have generated 2. Make sure you have all rationales and objectives attached 3. Always have an option

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RANSFORM

1. The final stage is to implement this solution 2. Define your Action Plan 3. Involves planning and development

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CASESTUDY 1

1. Vespa looking to market their new bread Vespa Scooter into Malaysian market. 2. Discuss their creative advertising startegy 3. Apply DO IT process

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IN ADVERTISING

CREATIVE

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We do not separate advertising from life

- Steve Jobs

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SPONGE!

Be a

Go and soak up as much information as you can!

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Be a

SPONGE!
Engaged in a constant process of observing, storing and connecting

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The greatest misconception people have about me is that I am creative. I am not trying to be humble. I believe God creates and we just observe. People who make art that is felt by other fellow human beings are sharp observers. Maybe I have been blessed with sharp observation. But I am not creative
-the late Yasmin Ahmad Former Creative Director of LB KL

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OBSERVATION
PHILOSOPHY
1. Process of filtering sensory information through the thought process 2. Input is received via hearing, sight, smell taste, or touch and then analyzed through either rational or irrational thought 3. Observe the characteristic and behavior factor of the subject and imply in personal views

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GROUP
DISCUSSION & PRESENTATION

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TASK
1. Select one celebrity endorser for Tropicana Twister 2. Define and discuss Observation Philosophy of your chosen celebrity 3. Discuss and define DO IT process for promotional strategy at Mamak stall in Lembah Klang

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CONCLUSION
Think differently Break the rules Observe! Observe! Observe! Be creative!

thank you.