Brand promotion: Do you have marketing ideas?

Of all the definitions of creativity, I think the most concise and profound comes from James Webb Young.

Although imagination can be wild, it does not come out of nowhere, but rather comes from the secondary creation of people's real-life experience.

Just as the Chinese gods look like Chinese, the Greek gods look like Greeks, and the Indian gods look like Indians. The Chinese, Greeks, and Indians are the old elements; the gods are the new combination.

Dragons are new combinations of old elements.

First, you can create a dramatic effect by stitching together elements that are otherwise unrelated.

In 2012, Xiao Kun, one of the four founders of Sky and Sky, created a "different sunbathing" experience device for AO Smith solar water heater.

When people walk into the space, they can feel the sunlight pouring down like water and truly bathe in the daylight. This installation won the Golden Lion Award at the 2012 Cannes Creative Festival.

Sunlight and shower are both old elements that are combined to form a new idea.

The beauty of this idea is that it combines two completely unrelated elements, cooking and roller skating, together, but the stir-frying of cooking and the jumping of roller skating are a perfect fusion.

In 2007, the World Wildlife Fund placed a huge black cloud-shaped balloon on the rear of a car and connected it to the car's exhaust pipe.

The balloon is filled with the same amount of exhaust gas as a car produces in a day. Book: If you don't drive for a day, see how much less carbon monoxide is emitted into the air we breathe.

Here, exhaust gas and black clouds are combined together, and the harm of exhaust gas to nature becomes more intuitive.

But before the reorganization, we need to dismantle and deconstruct the original appearance and original things of life. The more thorough the dismantling, the more innovative the reorganization will be.

Therefore, we must try our best to break free from the inherent inertia and laziness in our thinking, not look at everything in the world with conventional eyes, and not combine everything in the world with fixed routines. Sometimes we have to look at things from an outsider's perspective. Think like an amateur, practice like an expert.

"What is a car? Isn't it just four wheels, a steering wheel, an engine, a car body, and two sofas inside?" Such layman's thinking may be laughed at, but in a sense it reveals the true nature of the car.

After deconstruction, we have to reorganize things in a completely different way, so that we can create unprecedented new ideas.

The best creative ideas should try to combine things that have nothing to do with each other, or even things that are completely opposite, in a reasonable way.

For example, the combination of seriousness and humor, the combination of fantasy and reality, the combination of high-tech and earthy. The dragon appeared when there was nothing to do with it. Talking nonsense is not funny. Only talking nonsense seriously is funny.

For example, grafting elements that originally belonged to thing A onto thing B, thus creating a sense of alienation.

Heineken's classic "Scream" series of advertisements. In our inherent thinking, we believe that women will scream when they see a room full of jewelry, bags and shoes, but men will also scream when they see a room full of beer, which creates a sufficiently dramatic effect.

The reason why the movie "The Lion King" has become a classic is that it moved the story of "Hamlet" to a group of lions, staging a grassland version of the prince's revenge.

This is the iPad grafted to the car.

This is because after adults have acquired knowledge and experience, they also have more dogmas and routines, as well as inertia of thinking and path dependence, and thus appear to be very old-fashioned. It is dogma and routine that hinder creativity, not knowledge and experience.

Secondly, creativity is not a random combination, but must have internal logic.

That is what we usually say, within reason and beyond expectation. An assembly that is both reasonable and unexpected is called creativity, while an assembly that is unexpected and unreasonable is a spoof.

for example--

So a cold joke is actually a kind of spoof. It is just to see how far you can go. Of course, nonsense is also a form of creativity, but it became popular not because it is clever, but because its nonsense and exaggeration formed a very distinctive style. For example, Stephen Chow's movies, and the classics in advertising history such as Cadbury and Old Spice.

Let’s look at the creativity mentioned earlier.

The Darth Vader and car remote control are linked together because they are both about controlling objects remotely, which is where the creativity makes sense. The jumping action of roller skating is similar to the flipping during hype, which made Supor's Olympic marketing a success. This is the rationale of the creativity.

It makes sense to assemble an iPad in the car because there needs to be interaction between people and the car. But modifying the car by inlaying a Kung Fu tea tray is almost a spoof, and it is something only people from Chaoshan would do.

In expounding on this idea of ​​new combinations of old elements, James Webb Young wrote a very, very thin book called "Creativity", which is hailed as the pinnacle work of the advertising dean and a bedside book for all those who produce creativity.

Sailors roaming in the South China Sea often suddenly discover fairy-tale islands in the vast ocean.

Their route map originally showed the deep blue sea, but now there is nothing but water. But while sailing, the sailors will suddenly see a beautiful coral island emerging from the sea, surrounded by a layer of mystery.

Ancient sailors regarded it as the magic of the sea god and the spell of the sirens, but now scientists know that beneath the coral lake islands that suddenly emerged from the sea are the result of years of hard work by countless invisible coral architects.

That's creativity.