Art, Copywriting & Creative Strategy

Prepared by Inco Hary Perdana

 SESSION 4 & 5

Creative Approaches
“Make it simple. Make it memorable.
Make it inviting to look at.
Make it fun to read.”
Leo Burnett
 10 principles of good advertising |
Creative approaches | Mario Pricken
 Differentiate or Die

1. Setiap harinya orang menerima lebih dari lima puluh pesan iklan.

2. Yang diingat adalah yang berbeda, yang unik, yang paling lucu, menghibur
atau bahkan yang paling buruk.

3. Jangan pernah membuat suatu iklan yang biasa-biasa saja. Orang tak akan
mengingatnya. Melupakannya.

4. Akan jadi masalah jika Anda mengomunikasikan produk tersebut dengan

cara yang sama dengan kompetitor.
 10 Principles of Good Advertising
(1)

1. Know Your Audience

2. Behind Every Great Advertising Campaign is a Great Advertising Concept

3. Less is More

4. A Picture is Worth A Thousand Words – but Never Underestimate the

Power of a Great Headline

5. Originality is Just Copying with a Twist

 10 Principles of Good Advertising
(2)

6. The Medium is – or at Least Has a Serious Impact on – The Message

7. There’s No Such Thing as Bad Publicity

8. Restrictions Will Set You Free

9. Once is Never Enough

10. Ignore All Rules and Prescriptions

Let’s try Mario Pricken’s
Techniques
#1 Without Words:
a picture tells a thousand words
#1 Without Words:
a picture tells a thousand words
#1 Without Words:
a picture tells a thousand words
#1 Without Words:
a picture tells a thousand words
#1 Without Words:
a picture tells a thousand words
#2 Mixing & Matching:
make a new species!
#2 Mixing & Matching:
make a new species!
#2 Mixing & Matching:
make a new species!
#2 Mixing & Matching:
make a new species!
#2 Mixing & Matching:
make a new species!
#3 Comparative Juxtaposition:
before & after, problem & solution
#3 Comparative Juxtaposition:
before & after, problem & solution
#3 Comparative Juxtaposition:
before & after, problem & solution
#3 Comparative Juxtaposition:
before & after, problem & solution
#3 Comparative Juxtaposition:
before & after, problem & solution
#4 Repetition & Accumulation:
making movie on your print
#4 Repetition & Accumulation:
making movie on your print
#4 Repetition & Accumulation:
making movie on your print
#4 Repetition & Accumulation:
making movie on your print
#4 Repetition & Accumulation:
making movie on your print
#4 Repetition & Accumulation:
making movie on your print
#5 Exaggeration:
you don’t lie, just lebay!
#5 Exaggeration:
you don’t lie, just lebay!
#5 Exaggeration:
you don’t lie, just lebay!
#5 Exaggeration:
you don’t lie, just lebay!
#5 Exaggeration:
you don’t lie, just lebay!
#6 Turn It Right Around:
doing the opposite, changing the ordinary
#6 Turn It Right Around:
doing the opposite, changing the ordinary
#6 Turn It Right Around:
doing the opposite, changing the ordinary
#6 Turn It Right Around:
doing the opposite, changing the ordinary
#6 Turn It Right Around:
doing the opposite, changing the ordinary
#6 Turn It Right Around:
doing the opposite, changing the ordinary
#6 Turn It Right Around:
doing the opposite, changing the ordinary
#7 Omission & Suggestion:
incomplete information to force them play
#7 Omission & Suggestion:
incomplete information to force them play
#7 Omission & Suggestion:
incomplete information to force them play
#7 Omission & Suggestion:
incomplete information to force them play
#7 Omission & Suggestion:
incomplete information to force them play
#8 Paradoxes:
internal contradiction
#8 Paradoxes:
internal contradiction
#8 Paradoxes:
internal contradiction
#8 Paradoxes:
internal contradiction
#8 Paradoxes:
internal contradiction
#8 Paradoxes:
internal contradiction
#8 Paradoxes:
internal contradiction
#9 Optical Illusions:
represent a product feature visually
#9 Optical Illusions:
represent a product feature visually
#9 Optical Illusions:
represent a product feature visually
#9 Optical Illusions:
represent a product feature visually
#9 Optical Illusions:
represent a product feature visually
#10 Provocation & Shock Tactics:
shocking them, increasing attention
#10 Provocation & Shock Tactics:
shocking them, increasing attention
#10 Provocation & Shock Tactics:
shocking them, increasing attention
#10 Provocation & Shock Tactics:
shocking them, increasing attention
#10 Provocation & Shock Tactics:
shocking them, increasing attention
#11 Playing with Time:
past, present and future
#11 Playing with Time:
past, present and future
#11 Playing with Time:
past, present and future
#11 Playing with Time:
past, present and future
#11 Playing with Time:
past, present and future
#12 A Change of Perspective:
see from the other side
#12 A Change of Perspective:
see from the other side
#12 A Change of Perspective:
see from the other side
#12 A Change of Perspective:
see from the other side
#12 A Change of Perspective:
see from the other side
#13 Spoofs & Parodies:
make them understand with smile
#13 Spoofs & Parodies:
make them understand with smile
#13 Spoofs & Parodies:
make them understand with smile
#13 Spoofs & Parodies:
make them understand with smile
#13 Spoofs & Parodies:
make them understand with smile
#13 Spoofs & Parodies:
make them understand with smile
#13 Spoofs & Parodies:
make them understand with smile
#13 Spoofs & Parodies:
make them understand with smile
#14 Symbols & Signs:
the silent information
#14 Symbols & Signs:
the silent information
#14 Symbols & Signs:
the silent information
#14 Symbols & Signs:
the silent information
#14 Symbols & Signs:
the silent information
#15 Come & Play:
everyone is kids
#15 Come & Play:
everyone is kids
#15 Come & Play:
everyone is kids
#15 Come & Play:
everyone is kids
#15 Come & Play:
everyone is kids
#16 Telling Stories:
tell them reality
#16 Telling Stories:
tell them reality
#16 Telling Stories:
tell them reality
#16 Telling Stories:
tell them reality
#16 Telling Stories:
tell them reality
#17 Absurd, Surreal, Bizarre:
fascinating with no real
#17 Absurd, Surreal, Bizarre:
fascinating with no real
#17 Absurd, Surreal, Bizarre:
fascinating with no real
#17 Absurd, Surreal, Bizarre:
fascinating with no real
#17 Absurd, Surreal, Bizarre:
fascinating with no real
#18 Take It Literally:
visualize the phrase
#18 Take It Literally:
visualize the phrase
#18 Take It Literally:
visualize the phrase
#18 Take It Literally:
visualize the phrase
#18 Take It Literally:
visualize the phrase
#19 Change The Product:
say with it self
#19 Change The Product:
say with it self
#19 Change The Product:
say with it self
#19 Change The Product:
say with it self
#19 Change The Product:
say with it self
#20 Alternative Use:
getting hidden benefits
#20 Alternative Use:
getting hidden benefits
#20 Alternative Use:
getting hidden benefits
#20 Alternative Use:
getting hidden benefits
#20 Alternative Use:
getting hidden benefits
#21 Double Meanings:
plainly ambiguous
#21 Double Meanings:
plainly ambiguous
#21 Double Meanings:
plainly ambiguous
#21 Double Meanings:
plainly ambiguous
#21 Double Meanings:
plainly ambiguous
#21 Double Meanings:
plainly ambiguous
#22 Play with Words:
making pictures with them
#22 Play with Words:
making pictures with them
#22 Play with Words:
making pictures with them
#22 Play with Words:
making pictures with them
#22 Play with Words:
making pictures with them
#23 In The Beginning was The Word:
rhymes, redundant, mixing
#23 In The Beginning was The Word:
rhymes, redundant, mixing
#23 In The Beginning was The Word:
rhymes, redundant, mixing
#23 In The Beginning was The Word:
rhymes, redundant, mixing
#23 In The Beginning was The Word:
rhymes, redundant, mixing
#24 Reframing: A Key to Creativity Thinking:
the serious side of joking
#24 Reframing: A Key to Creativity Thinking:
the serious side of joking
#24 Reframing: A Key to Creativity Thinking:
the serious side of joking
#24 Reframing: A Key to Creativity Thinking:
the serious side of joking
#24 Reframing: A Key to Creativity Thinking:
the serious side of joking
#25 Metaphor & Analogy:
look for similarities
#25 Metaphor & Analogy:
look for similarities
#25 Metaphor & Analogy:
look for similarities
#25 Metaphor & Analogy:
look for similarities
#25 Metaphor & Analogy:
look for similarities
#26 Break Out The Frame:
it’s not just a print
#26 Break Out The Frame:
it’s not just a print
#26 Break Out The Frame:
it’s not just a print
#26 Break Out The Frame:
it’s not just a print
#26 Break Out The Frame:
it’s not just a print
#26 Break Out The Frame:
it’s not just a print
#26 Break Out The Frame:
it’s not just a print
#26 Break Out The Frame:
it’s not just a print
#26 Break Out The Frame:
it’s not just a print
#26 Break Out The Frame:
it’s not just a print
#27 Alternative Media:
Collaborate with the Environment
#27 Alternative Media:
Collaborate with the Environment
#27 Alternative Media:
Collaborate with the Environment
#27 Alternative Media:
Collaborate with the Environment
#27 Alternative Media:
Collaborate with the Environment
 Summary

Sebelum Anda menentukan pendekatan apa yang sesuai untuk iklan Anda,
pastikan dulu bahwa prinsip-prinsip dasar dari iklan yang baik sudah Anda
penuhi. Hal ini untuk membedakan kreativitas dengan ‘kengawuran’. Lalu
kemudian, pilihlah pendekatan yang Anda rasa paling sesuai dengan merek
Anda dan jangan berhenti sampai di sana. Anda juga dapat mengombinasikan
berbagai pendekatan Anda dengan kreativitas Anda sendiri. Selamat
mencoba!
What do we learn today? +62815 900 3353

☺
@incoharper
Inco Harper
[email protected]
@incoharper