A lot has been said about creativity and this sure won’t be the last thing written about it either. At the agency we often get a question to quickly think about something, quickly help on finding an idea for something small. We have the creatives right so can they not just help on that, it’s just an idea.
This brings up the most difficult and the easiest part of our job. We do have a group of really good creatives, really talented and all award winning creatives. So finding ideas is quite easy. For them. The thing that we forget here is that they are ‘trained’ creatives, they’ve lived their whole private & professional life to be good at what they are. So talking about finding ‘just an idea’ is as disrespectful to their talent is it would be to ask a baker to ‘just bake a cake’ or a tax consultant to ‘just find a way to avoid some more tax’. If that is your talent, if that is what you learned to do well then it deserves every bit of credit and isn’t just a small thing.
So it’s easy. For them. Then again it’s difficult. When you want to find ideas it’s important that you know where to go look for them. You need to figure out what is exactly the problem you’re trying to solve and how to develop the best possible ‘creative boulevard’. It needs to be right, relevant and inspiring enough for the creatives to start searching for ideas. Ideas that will answer the client’s needs, however big or small that need is.
So, if I may, I’m not a creative but please never ever again ask for ‘just an idea’ when you need talented creative people to solve one of your problems, big or small. Create value, value creative remember.
The big idea is dead. To quote Patricia McDonald in a recent Campaign article: “In recent years, the “big idea” has often seemed to epitomise everything wrong and backward-looking about our industry.” And that’s indeed true. In the traditional sense of a 360 campaign, the big idea was to be found in the 30″ commercial or a huge online activity and every other aspect of the campaign had to amplify that centre piece. The big idea was almost not much more than the ever so popular ‘key visual’, the one visual we can translate in all our media for one given campaign.
It’s good that we most brands start to work differently these days. It’s good that brands start to understand that this idea of a 360 campaign all built around the one big idea isn’t the right way to operate. But as Patricia also highlights in her article, that doesn’t mean we should start thinking small. And therefore the big idea is still very much needed, only we think about something completely different today when talking about a big idea than when we talked about it a few years ago.
Today (and as a matter of fact we believe for the last few years already), that big idea is more of a central thought, a thought that allows you to develop a creative platform in which several small & big creative ideas can be found. It’s a thought that is based on a strong insight and for which the creatives feel the potential, a thought that offers a fertile ground to start creating. Because let’s be honest, ideas can be small and very beautiful or extremely big, bold and complex. But the overarching thought can only be big. It’s linked to the brand’s raison d’être, the link with the purpose and therefore the relevance of the brand in people’s lives.
Once this ‘big idea’ is defined, once we all agree on what that central thought or creative platform is that a brand needs, the quest for the ‘key visual’ becomes less important. It’ll help them understand for instance in the case of Nike that Nike+ as well as ‘Find your greatness’ can be part of the same campaign. In the olden days that would have been near to impossible since they would both feel like big ideas in the classic definition.
So maybe we shouldn’t be using the phrase ‘big idea’ anymore knowing that it has for long meant something else, something that we feel isn’t right anymore today. But whatever the phrase you come up with, let’s all agree that we shouldn’t start thinking small all of a sudden.