Think Conceptually first, then think practically.
In small groups consider what strategies you could use to explore responses to a brief.
Compile a list of possible idea/conceptual approaches to a brief:
- past knowledge
- think of the brief as a problem you're trying to solve
- quick sketches
- mind mapping/brainstorming
- mark making
- word association
- creating a timeline
- target audience
- deconstructing the brief
- going for a walk
- bouncing ideas
- listening to music
A smart strategy can take the same message/idea and make it work better.
JAMES WEBB YOUNGS 5 STEP PROCESS
1. You gather as much information on the problem as you can. You read, you underline stuff, you ask questions, you visit the factory.
2. You sit down and actively attack the problem.
3. You drop the whole thing and go do something else while your subconscious mind works on the problem.
5. You figure out how to implement your idea.
BRAND = ADJECTIVE
POSE THE BRIEF/PROBLEM AS A QUESTION
GET THINGS ON PAPER - LOTS OF THINGS