There are plenty if not an infinite number of ways to be creative and often the process is highly contextual. However, there is no doubt there are a number of creative techniques you can deploy to get your creative juices flowing.
Here are 5 creative techniques to get you started:
1. Get personal
Use personalization as a way to reach out to your audience with something that is relevant to them. Personalisation happens on many levels and its not necessary that you need to go to the enth degree.
A good example of personalization is from Nike, called ‘Nothing beats a Londoner’.
It’s a great example of contextual content, that is so appealing to different types of people in the city. It’s a fabulous creative that features celebs mixed in with the locals. They feature a range of sports as well to enlarge the appeal. All in all, a great message, a powerful message, an emotional message that makes people from the city proud to call themselves Londoners.
2. Keep it simple and to a single message
Ask yourself; what is the one thing I would like my audience to take away from this advert or communication? In fact, this should be front and centre when writing any creative brief.
FedEx have done a great job of bringing to life their key benefit of speed of service, in this simple creative format. They depict two people leaning out of windows on a world map handing a parcel over. Its so easy to understand that by using FedEx, no matter where in the world you are sending your parcel it will arrive safely and quickly.
3. Be in the moment
The third creative technique is the ability to react quickly to events or moments that are happening can really give a brand an edge. Many brands to this well, from Brewdogs controversial World Cup campaign to McDonald’s during the Queen’s Jubilee weekend.
4. Make it larger than life
In any communication you do have an element of artist license; use it!
Here is a good example from Suncare, where they use their lotion as a shade from numerous people in the one good. It’s a good example and illustration of the type of protection they provide in the right context and setting.
5. Don’t take things to seriously
The fifth creative technique to consider is to be unexpected and humorous. This example comes from the Zoo Safari, where you can almost picture yourself in the precarious position the women finds herself in. This is where she is staring face to face with a lion with her car window half open. Her eyes really do say it all, since you can see the shock and surprise in her expression. It’s a wonderful example of bringing the very experience to life in a way that triggers a range of emotions from your audience. Its rather unexpected and has a hint of humour across the ad.
So there you have it, five creative techniques to use in your campaigns. Don’t forget to align these techniques to the creative principles we’ve spoken about previously.
