"...Because communication done well can be called art and because art is a beautiful form of communication that goes beyond any prejudice and constraint. Because It’s Art Darling, It’s Art!"

It’s Art darling, it’s Art !

by Anca Ungureanu

ART / COMMUNICATION

#adiary@CannesLions Day#5

The key word for today’s workshops and conferences was #Innovation. I started my morning quite early, with an one-hour and a half workshop about decoding innovation and how we can boost innovative thinking. Yonathan Dominiz and Ravid Kuperberg from Mindscape, revealed 3 patterns that can help us ideate more, even if we believe we are not made for that kind of job. Also, they told us how we can transform the patterns into practical tools.

Most of the time we think that people are just more creative then the others. But fortunately, now we can train ourselves to become more creative. When we think about innovation, we automatically think about technology; however, innovation is firstly and mostly about using our mind and afterwards using the aims of technology to support the creative ideas that our minds generate. In the end, it’s about putting them into practice and scaling them.

The 2 trainers practically deconstructed some of the most awarded campaigns in the last few years and pulled out some recurring thinking patterns embedded in these ideas. Each pattern was translated into a tool.

Pattern 1: New Tasking

When we want to create something and find a solution for a problem, normally the mind goes so far away, trying to find something that is completely distant from the real problem. This pattern says that we must not go too far, but should instead look closely and use readily available resources but in completely different way than they were used before. The more we limit our mind, the more we can penetrate into the problem. This “closed world” approach forces us to look only at what we have. New tasking tells us how to do it. If we talk about problem solving, we need a solution and if we are talking about advertising, we need an idea to demonstrate the brand message.

Pattern 2: Relocation

This tells us that when trying to iterate the best ideas, we should break down a system into all of its components, take one or more of said components, and relocate them to another system where they might be used better or in a more efficient way. This pattern calls us to explore new possibilities and opportunities to create innovative ideas.

We need to relocate for the sake of the problem not just for the sake of the relocation; and the relocated components can and sometimes must be modified and adjusted to fit and function well in their new location.

Pattern 3: Dynamic Connection

This pattern has as an objective to deliver the brand idea. There are internal variables that impact us involved in a system, but we can control them. There are also external variable that we cannot control.

Internal variables might be about size/ shape, color, price, model, design, type etc… while external variables include things such as, gender/ age, amount of sunlight consumers are exposed to, kind of usage, temperature, number of participants, etc…

Therefore by using these patterns we might change the way we work, or even the way we think, and we might never struggle with a creative challenge again.

Well, we will never know until we try, right?



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