totally forgotten this image is the
first thing we will do this war
on the television and change the channel
or take the interval to
we get up from anything the
send a message to others is po
do anything other than see a
advertisement because people do not see or
no law is nobody ads
turning on the television to watch is the last
the hypermarket campaign to anyone
opens a real achievement for 11 nuncio
roger
people read just that came
only what interests you what
happens is that sometimes this content
that caught our attention are many
times an ad
And how did you say that phrase?
was the 1.13 quoted very famous of by
back from 40 years ago said this phrase
that I had not felt I had a
advertising voice message at the time
create without your ads and create
interesting messages that
relate to consumers
your target audience just so from this
was able to catch your eye.
and how would they do that is good
whether to create a campaign is the launch
the car or to create a
cancer prevention campaign
breast is not advertising supported on your
tool more powerful than
creativity and many definitions
for creativity is not for being
here to talk about several I like
particularly of a wound
various artists and inventors who
basically said that creativity and
ability to connect points that others do not
think of connecting is for example the
information for example of a product and
we were able to detect the
expectations in people and we call
information and expectations and
we have transformed into a message that
relates in some way to the
people and with shows of angels being caught
things apparently not starting
we would make the possible boundary
in this ad as a food brand
that they could even be very
face of your eyes and very similar
with your eyes but I do not think
does not mean they have to eat
food of the gifts for the argument
used by this brand to show that
the owners in an IMF will offer in a
stack of which it is specific to adopt and
this connection that in fact
information and how they are
what hours after the
powerful ideas like these that
in this case for example is where all
calharam saw only sent the
critics responsible for this
campaign is seen a veil and a
way of transmitting
is an idea in the sense of showing the
to combat religious discrimination but
How was it possible?
to get here the result is this is the
malfunctions already fulfilled
we ride centazzi we are not enlightened
will be a whole process at all
one to all one to a series of steps
To fish here the result
and speaking in this process is
Boy what’s the point of this talk too?
here is bill berna who also
American advertising that in the decade
60s and 70s revolutionized advertising and
is now considered the father of advertising
modern so descriptive today I think
which is the general opinion is that
thank you to hear the noise because you created
the basis of advertising today
even small growth was not
seen as a science that
believed that there were rules that
saw for all that was ad that
the result at the end bogeyman is posed
also the launch of a car and I
I did not think I had to see
a customization had to do with all
an injunction to the rules to achieve
we can build several ways
information and created ads that
only result to 1 to finish
product and is an exercise that still
today we do when we have idea is
have an idea and when we arrived
when we feel that we are there
first things we are falling
Friday this is not only good service
specifically for this product by
this service for others is
because
is not good enough and is the
worse is that the luciano is also
advertising in the sense that the river
organized the way the team is
creative work until growth
and the process began with joão polido
customers delivered influences were
passed a briefing with the objectives of the
of the campaign and the actor there was a reactor 1
Copyright want is to create tests
to sell your product
important tests they took their leave
another room sometimes to another floor
I would give this information a
viewer with the already known
Director gave one guy was a graphic to
campaign and now that he believed
much more potential to
of creativity
Let’s get these two people together and
from there he began to work in
and today the agency is back
world works with this
organization have a driver that
maximum responsible for updating
of the tests and has director of the visualizer
that whoever is wrong to put to give
a face to the campaign does not mean that
the rapporteur does not suggest an image
does not mean that the display does not
have an idea for the one phrase
which will define the electoral campaign
another thing other than one with
much at this time and did concluded
of childhood considered father of
modern advertising was me and me
believed with the bonuses drawn
ads were very important today in
day I looked still do something
did not one before the guard who was a
hyper mobilization of the
of the message and sometimes in a withdrawal
this same genuine character and I
also believed that a large
campaign is not necessarily a
condition for the process for example
of the campaign we have a great one
large campaign can not save a
ready product how much will you explore
its decline will make the thing not
It sure does exist that has to be
that being genuine tried according to the
product
lie does not take us very far
going back to the creative process
there are people who think that critics
They have a much lowered life and play
areas and with many parties by May
the truth is that one does not exist
no one is sitting or lying down
Expect to have an eureka moment of the same
so charles darwin who soon
believed they disliked had had
defined while reading a book and
married the book thomas malthus the
author of the theory that explains
exponential growth of the population and
and that while I read a book he remembered
that man could be an event
very far from the furniture but ready
it was so
note or stay this investigation
the charles darwin course and until you arrive
to the idea and scarpa and perceived by the
notes left by the students of the
that this theory was already being
developed in 10 of them it was necessary to
been fulfilled is steps
to reach this population
but what’s the name of it?
arrive this stage will be even result
I’m going to action in the back and it’s
there are several techniques to explain the
creative process and serves to
several areas only the flap I’m going to use a
series of steps that means this
we do not have everyday
in our day to day and sometimes it is
sometimes conscious on cushion
but I’ll use a series of steps
only explain that the course of the process
that ‘s what you have to give is and how
It’s with girls so start with a
I was called absorption in
that received the customer’s order
received all information
related to the product
we have to build anything in the
sponges and absorb the maximum of
information to follow up on the
process
sexy edition the pinpoo that is when and
compiled and your whole life.
information the creative team together
to hit a few balls over the
subject and on the basis of the information
compiled and start playing
give to experimentation we begin to
to test possibilities is to generate
maximum number of combinations to achieve
generated to begin to generate own mind
the idea and I wanted to make a
comparison that the two criticisms
many times within the
incorporated as with with couples and
surfers like as a child is not and
so they warned you will only use the
my son to show how this
is the beginning of the edition the focus on those
do not get involved with a first idea
that the Basque symbolizes will symbolize the
idea starts with a first and
usually we rely on time and
other areas, the same is true for
always the first is why you need to
deepen it takes horse and continue
to generate ideas from the most varied angels
I imagined it coming and having
already been a good
110 can be each has its own
method but when the tales can
know a good number of ideas and
we feel confident in ourselves and
we feel when the customer’s request
What happens is that we risk and
Let’s talk to our creative director.
and we present the ideas if perhaps
be all right what the customer
Detective approved there we build
the campaign for the instrument
customers the approved creative director
so we can go on and on we can continue
work and we save the risk of
sometimes a farce and calling old
I’m completely lost, that’s a
point that we have cleared that of all
years and some more and sometimes start
to come up with strange ideas
that do not make much sense that
I will hardly respond to the request of the
client
so it ‘s best to turn it off then
we enter the incubation phase
today’s season that is normal at this stage
in which critics disconnect and based
information they compiled on the basis of
of all the ideas they had until the
height of the floor that the subconscious of
in order to develop these
ideas in god
in the same way that the works will
also had this period is saved
for 10 months of it is theory
evolution through natural selection
of the species is also had to be
for a long time much of it and then
comment that you got the terravista
the end of Spain when we feel
that we arrive or the territory will
able to respond to the problem of
customer communication
This creates I wanted to talk about a campaign here.
and these are these phases
[Music]
the final idea does not have to
necessarily be obtained at the end
this process may be in several and the
people spoke of absorption and is when
campaigns have already taken place
the idea of the campaign came
phase which is the phase in which the
that we are seeing the information then
I’m asking lots of questions.
and it is a case in which what I say many
times until my colleagues who was
a campaign developed for where
Gathers fame with campaign city
the more brilliant the objective
was to communicate a new generation of
diesel engines and during this process
during this absorption the descriptive
were to meet the chief engineer of the
wave that develop the engine and discover
in conversation with what I had a hate
the dead in the dsal fan because
thought he was a mere all and efficient
very polluting and they realized that it was
Is it logical that I had for example
that the engines was what moved him was
what made you do something change
something and in this the concept is
campaign either or edson santos at last
distant and that served to explain the
because that way the wave approached
the problem started the way wave
looked at parents and served and was
dramatized an animation and with a
music that everyone ends up with
cheaper and at the same time
apply a product release is over
for inspiring people to
think of these things as by plane
in their lives only the works their
professional life is almost
serve as a method is not instead of
we are creating resistance and when
we choose something with which we are
in a time of creating resistances we have
Yes, get motivation to change.
[Music]
this thing is in this case here and not in
a later stage
We are already in the lighting voting here.
humiliation or from the land to
view me and sukiyaki another example of a
a nike campaign one of the tools
anac mobile campaigns and this phrase
will make the most iconic phrases
advertising that the author
remembers her and what emerged was in the moment
in one was in the beginning is in which was
was full and nintendo ordered a
advertising campaign to achieve
this growth
at the time and during the
11 creation of the creative that
ideas can move everywhere already
I’m coming
it means victory people have
ideas when people were sleeping
they had a break that daylight
that was not from nowhere but once
Because they were already studying.
glued particular problem and this
case while they were immersed in the
problem or one of the creatives
while reading a newspaper
daniel is the breakfast of putting the
with the news of an inmate who was to be
executed this week in the states
united and came with a declaration of
someone said let’s do it
and in that moment and by stranger
that might sound creative is a show that
was the solution for the
campaign for the starting point for
for one of the most
of the night and that turned into the
lecs tweets on the day of the event
and it’s night when confronted with this
history does not confirm and for
because he was not going to take any
the one who would shoot is that she’s the one
powerful message behind the
sick days and ended up almost to the
overtake susan sarandon advertising
started to use this as a philosophy of
the repentistas would say that
this phrase initially invested with a
My statement has only been
performed
Maybe this is what people are going now
this beautiful image they watched in this
campaign
completed this process of arrival is
very important sometimes and we found
be the starting point and in my
I think it’s a good idea
define but the campaigns and it’s time
more important is when you can
to condense in a sentence everything that
particular brand or product
or even a person who wants to
communicate to your audience and an example
of managers is one of the most famous
include front of apple is another and other
very famous example tvi are made the
dramatizations cross are created
Press ads are created
movies radios everything but everything with these
which follow this unifying element that
is the concept is made that piece is
transforming this dramatization of
dodo with seven different pieces in the
parade in the different media of
communication is then
proposal comes the moment of truth in
that we will present the idea the director
creative that proving can sometimes
happen is say and will think another
that he then returned to us 10 and
we repeat the process but everything else
we give you an idea like dj’s
the most likely is that he cries at the
see and hence the proof though he is sexy
creation of the proposal for later
the customer is within the
normality, the customer will
proposal and we will be back to again
the beginning of the process but it is not always
so once again we are counting on one
bad winning idea and and when they are
all aligned agency and clients
the campaign approved and we move on to
of production and is and is not at this point
that the creative process runs out
involved in collaboration with
all types of people infected by
the idea presented will help to
materialize classroom will perfect
let’s make it bigger than her
really was before
for example the creatives and created
critics how to create it was great but
when it materializes and when it does not
is in my optimistic mood and it is very
important because saying is not enough to have
a great idea is not enough to present
and approved and this is a great idea
time is also decisive for
this great idea is seen as such
the eyes of the consumers and is
using a behavioral creation
a purchase for example and is very
important the collaboration goes from the
all are important in this process
it is not idea is not born of the head
the person is born within the agency of the
It’s a team effort and that’s it.
that makes the smell is the customer itself
also help fill the filmmaker who
The film’s director also
and they are all structured and
potentiate one is the idea so that
achieve the objectives and that
is also seen as something memorable
from the eyes of consumers and I wanted
talk size now out there that only
now it seems the time is up but I
I’ll talk very quickly
[Music]
this process and the process only for
show to try and structure the process the
space is of idea is rule sometimes
there are no rules
the other is the other thing that I judge
What is it to me is in my process?
creative and that I value highly and
I try to remember a play center.
play and not play in the sense of
it ‘s not the way chery is not
it’s not a task you’re not devaluing
what the German team already in the sense of
latecompliance with a child
does when you ‘re playing with your colleague
being a possibility is being curious
continue to be curious as it is also
a child and so I think it is
we all can not forget
that
do not forget to play
thank you
[Applause]
”
Be First to Comment