How To Brainstorm The Big Idea

Summary

In this video, the presenter discusses the challenging but rewarding process of coming up with the 'big idea' in advertising. Using the '100 Boxes' brainstorming method, he emphasizes the importance of pushing past mental barriers to generate creative ideas. The exercise involves writing down 100 ideas—no matter how bad they seem—to spark innovative thinking. Key prompts such as exaggerating product benefits or finding unique demonstrations help guide the process. By narrowing down the best ideas, advertisers can unlock fresh, impactful campaigns.

Takeaways

• 😀 Coming up with the 'big idea' is a crucial yet challenging part of advertising.
• 😀 The '100 boxes' brainstorming method helps push creative thinking by forcing you to generate many ideas from different angles.
• 😀 The first step in the '100 boxes' method is to draw or print 100 boxes and fill each with an idea, no matter how bad it seems.
• 😀 Persistence is key: even when you're stuck at box 85, keep going to finish the exercise and push your creativity further.
• 😀 To get started with the '100 boxes' method, consider the benefits of the product, clever ways to demonstrate it, analogies or visual metaphors, exaggerating the product's benefits, and human truths about the product.
• 😀 The 'benefit of the benefit' refers to deeper emotional or psychological rewards that come from using the product, such as confidence or empowerment.
• 😀 A clever demonstration of the product involves using it in a unique way that hasn’t been seen before in advertising.
• 😀 Analogies or visual metaphors can help explain the product by comparing it to relatable experiences or concepts.
• 😀 Exaggerating the product’s benefits can create a strong visual impact, as seen in ads like Old Spice commercials.
• 😀 Once you have all 100 ideas, take a break, then return to review them and narrow them down to five strong directions that could fuel an entire campaign.
• 😀 The more you practice the '100 boxes' method, the better you’ll get at thinking outside the box and generating creative ideas.

Q & A

What is the main goal in advertising that is discussed in the video?

The main goal discussed is coming up with the 'big idea,' which is the foundation of any successful advertising campaign.

Why is coming up with the big idea in advertising so challenging?

It is tough because creativity is hard to teach, and breaking through mental boundaries to arrive at the big idea can be difficult and require intense effort.

What is the '100 boxes' brainstorming method?

The '100 boxes' method involves creating 100 rectangles and filling each one with an idea. This exercise helps push your creative boundaries and encourages looking at the problem from different angles.

How can the 100 boxes method be described in terms of difficulty?

The method can be daunting and challenging, especially when you reach the later boxes and feel like you can't come up with more ideas. However, it is meant to help stretch creativity and develop new ways of thinking.

What should you do once you've filled in the 100 boxes with ideas?

Once all the boxes are filled, you should step away, let your brain rest, and come back later to review the ideas and choose the most interesting ones.

How does the video suggest narrowing down the ideas from the 100 boxes?

The video suggests narrowing down the ideas to about five, focusing on those that have potential for a larger ad campaign and not just a one-off ad.

What is the purpose of exaggerating the benefit of a product in advertising?

Exaggerating the benefit of a product helps make the advertisement more memorable and engaging. An example provided is the Old Spice commercials, which take exaggeration to an entertaining level.

Why is it important to ask questions during the brainstorming process?

Asking questions helps uncover deeper insights about the product and its category, leading to more creative and relevant advertising ideas.

What role does human truth play in coming up with advertising ideas?

Human truths are relatable aspects or feelings that resonate with audiences. Identifying these truths can create more impactful advertising, as it taps into universal experiences that people connect with.

How did the presenter use the '100 boxes' method in their college work?

In their college work, the presenter applied the '100 boxes' method for a Claritin campaign, where they started with a simple idea—'allergies are annoying'—and expanded it by comparing allergies to other annoyances, showcasing how the exercise can lead to creative development.