Creative Concepts
In this section, we will revisit the assignment's expectations and the steps necessary to complete the assignment effectively.
● Explain the principles, practices, processes, formats, and techniques involved in the creation, production, and evaluation of advertisements
● Evaluate and apply creative concepts in relation to creative briefs.
● Requirement: Produce innovative and professional solutions to advertising communication briefs using creative art direction and/or copywriting skills.
● Format: 3 different creative concepts for advertising with rationale
● Objectives:
- Concepts can be presented in any suitable format, from sketches to complete artwork. Your creative approaches and how well you satisfy the briefs will be assessed more than your designing and illustration techniques.
- Each concept must be presented in an A4 page format.
- Each concept must have a 200-word rationale explaining these following questions: What is the basic idea? Why is it compelling? How is it different?
● Suggested tools:
- Designing concepts: Canva, Adobe InDesign and Adobe Illustrator.
- Researching advertising concepts: Deck of Brilliance, WARC, Journal of Interactive Advertising, AdAge, Ads of the World, etc. RMIT Showcase can also be used for quality samples.
In this segment, we will take another look at the terminology associated with assignment that is discussed within the context of the course.
|
Term |
Definition |
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Concept vs Idea |
A concept refers to an abstract notion or mental framework that stands for a category, group, or idea. An idea is a mental construct that forms as a product of logic or inventive thinking, and it can encompass various designs, viewpoints and concepts.
In this assignment’s case, you can imagine the difference as follow: Concept: Show that tabasco is a vibrant and invigorating flavor to add to your meals. Idea: Display a fire emanating from the tabasco bottle, as if the bottle is in flames => hotness. |
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How to originate original ideas |
Formula: Volume (number of ideas) x Variety (breadth of relevant ideas) = Increased probability of original ideas Also recommended to try mind-mapping in order to narrow or expand certain directions. |
|
USP (unique selling point) - single-minded proposition |
A USP is a product’s distinctive feature that makes it stand out from those of competitors. In each brief you will likely identify this notion. That is where the single-minded proposition comes in, which communicates a company’s product, service or campaign’s most important idea. You want to be certain that your concepts do not project many ideas at once. |
|
Creative brief |
A document used by advertising and marketing to communicate a direction for a campaign or an idea, it outlines its objectives, specifications and information. In short, this document answers the “who”, “what”, “where”, “when”, and “why”, your job is to answer the “how” question regarding producing a concept. |
Kantar (2018) Vietnam: Into the minds of millennial shoppers, Kantar World Panel
website, accessed 13 December 2022.
https://www.kantarworldpanel.com/vn/news/Vietnam-Into-the-minds-of-
Millennialshoppers#downloadThankyou
Nguyen MN (2021) Singulate mean age at marriage in Vietnam as of April 2019, by
gender, accessed 13 December 2021, Statista database.
van Mulken M, van Hooft A and Nederstigt U (2014) ‘Finding the Tipping Point: Visual
Metaphor and Conceptual Complexity in Advertising’, International Journal of
Advertising, 43(4):333-343, doi:10.1080/00913367.2014.920283.
In this step, we will discuss in detail each component and its requirements within the assignment.
Normally, you will have a list of briefs for selection. Here are some clues for picking briefs that are easy to generate and execute different approaches:
● Avoid choosing services as opposed to products, since the former is harder to translate a message and it does not possess a concrete, visible presence.
● When choosing a product to work on, opting for those that belong in industries which you are familiar with is key to achieving a high score. While you can still be imaginative and inquisitive in learning more about what you do not already know, it is recommended to stick to your fields of expertise. Not only have you already known extensive information regarding these products, but you also have an innate understanding of how the related industries work and what might be considered taboo.
● To understand the concept’s context, read the “product”/”about the brand”/”background”/”problem” and likewise carefully. While you may not portray this element in your concept, it is pivotal to understand both the brand and its product.
● Three key points that should decide whether or not you choose to execute a concept: USP/single-minded proposition, target audience and tone of voice. Out of this trio, the single-minded proposition is the most critical as reading it for the first time triggers your imagination as you determine if it is doable or not.
● Afterwards, check the mandatory section. This contains key elements or directions you need to make sure appear in your concept sketches. Double and triple check when you have finished designing it and when you are about to submit.
● The support segment outlines additional messages, features or information that you may use to your advantage. However, keep in mind that these are not compulsory and only incorporate them if there is a need to do so.
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