We previously discussed how denmark@home starts the creative campaign process with creative briefs. A thorough and insightful creative brief is critical to the process of generating ideas, concepts, and executions. Today, we wanted to provide an overview of YSP’s internal process after writing the creative brief: developing creative concepts.
A creative concept is the umbrella “big idea” that captures the audience’s attention, influences their emotions, and moves them to action. Usually, the creative concept is expressed in the headline, the tagline, and a visual. Creative concepts that work are unique, memorable, and relevant.
Creative concepts are a rough draft, a tool to visualize what a campaign could look like. Coming up with concepts requires brainstorming and time. It’s a process that initially requires quantity over quality. Individuals generate a large number of themes or ideas, usually in the form of images, headlines, or taglines.
Then the ideas are expanded upon by dissection, SCAMPER (substitute, combine, adapt, modify, put to another use, eliminate, or reverse the idea), challenging assumptions, and numerous other methods. Once completed, the ideas are evaluated with criteria like the following:
The top three concepts are then prepared for visual presentation, usually a combination of a headline, tagline, and/or key visual. If budget allows, the concepts may be checked for effectiveness with third parties or groups not involved in the process of generating the concepts.
As an example, these are concepts denmark@home generated for a master-planned community based around a promotion for two years of free lawn care when purchasing a new construction home:
The three concepts are then reviewed with the client. The concepts are refined from the resulting feedback and relevant activations are created.