Track Down the Truth

Project Objective

When we start looking for ad ideas, our thinking is often limited by our presumptions of what is expected by the client, and the advertising that has already been done in this category. Is there a better way to approach a creative problem? We’ll never know until we look at things differently – 180-degrees different. This ideation technique is going to ask you to go in the opposite direction that conventional wisdom might suggest. Start by looking at the typical cliché way that everyone is using to promote the product. Now look for words or phrases that represent the opposite of what’s typical and expected. These are the pushing-off points that you can use to fuel your creative thinking.