It seems obvious, but is often forgotten. The sweet spot of a successful concept is usually in the unexpected. Where it rubs. Where everything in you cries 'Wait a minute! What's happening here? I expected everything, but certainly not this?' Your instant reaction is to resolutely suppress the idea. Creative Aad Kuijper shared an important lesson about this: the line between success and failure is wafer-thin. And there is one rule: black can easily become white, but gray always remains gray.
Take the successful Melkunie case ('I had said: no bomb!'). The client reacted downright indignantly to the idea of giving that arrogant idiot Peer Mascini a leading role. And then the unthinkable happened: it ultimately became the great strength of the commercial. With a small twist - precisely by making fun of the character at the end of the images. An idea that required courage, insight and persuasiveness - and above all: courage from the client and creativity to step out of the grey area.
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The line between success and failure is razor thin. And there is one rule: black can easily become white, but gray always remains gray.
6. Creativity is unpredictable
It was a great scoop a few years ago: the opening of the first open space in the country. This is what Aad Kuijper said. A beautiful space full of square meters, where creatives could brainstorm undisturbed. What turned out? It didn't work. Because no one showed up. Not a single person. Zero. Zero. And that has everything to do japan phone number list with how creativity works: it can't be forced. It arises at the craziest times and the strangest places. Especially outside office hours and never at the moment when the idea is urgently needed. That is the reality in which a creative lives every day.
Creativity cannot be forced. It arises at the craziest times and the strangest places. That is the reality in which a creative lives every day.
An insight that of course also applies to you as a marketer. Do you want to come up with ideas? Then don't stay behind your desk. Go out. The best ideas arise where you receive new stimuli or where your thoughts can completely wander. Johan Kramer explained how this insight even formed the basis for his collaboration with Nike. The unwritten rule: never make appointments at the office. Go to sports matches. Visit stadiums. Hang out in canteens. Stroll along football fields. As long as there is a strong connection with sports. To prevent fixed patterns, keep everyone sharp and never settle into the familiar.
Good news here: you can train your creative brain . The more experience you have in coming up with ideas, the sooner you recognize them, the faster they come about and the cooler they become. The creative who trains, gets better every day.