In the creative industry we look for ideas 24 hours a day, no word of a lie. Last weekend I was moving house, something to feel very excited about, but every time I was carrying a box, cleaning the place or unpacking, I was thinking of KFC. I had a presentation on Monday, so no time to bake a cake for the neighbours jaja…not that I was intending to. The idea had to be born over the weekend so I kept linking pieces of information in my brain, while assembling a cot. I’m glad I had the help of my UK family. Long story short, the idea came but the house is still a mess.
What’s the trick to getting an idea? When you need some inspiration, you must speak your mind and listen to what’s going on around you. Brainstorming with people from work is always effective. Researching and experiencing as much as you can about the product and the target will lead to discoveries. The classic online inspiration: vimeo, youtube videos, reading blogs, ad awards and case studies are all valid; if others did it you can too! And remember to keep an eye on the news (not really, the news is disappointing).
From all of them, my favourite is to listen to people who don’t work in advertising, they are my innocent source of insights and my real target. They skip ads instead of looking for them, they don’t know about Cannes and the campaigns with the most awards – but they teach you a lot about different topics. They are thinking outside of the box, because they are outside the box.
When I was fine-tuning my idea, my husband was watching a youtube channel called SMARTER EVERY DAY. You should watch it, it’s great! That’s how I discovered Byron Ferguson, an unbelievably good archer. He can shoot an aspirin in mid air. What?? Yes, he can hit an aspirin, with a bow and arrow. Impressive!
When people ask what’s the secret, he replies: “Shoot at the center. The center of the Aspirin is exactly the same as the center of a beach ball – it’s a point”. And that’s how good ideas should be born, by shooting straight to the point.